KEEPING AN EYE ON REASON WHY

Sometimes you can sense things in the wind. It seems that, lately, more and more brands are looking for ways to differentiate themselves better via their Reason Why. Actually, this makes good sense. In so many categories leading brands are parity-performing and cannot make hard benefit claims. Having a differentiated Reason Why (a feature, attribute, characteristic or endorsement/recommendation) can make a big difference ... can imply a superior performance. That's why we say that it's in the brand's best interest to keep a constant eye on the Reason Why!

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The DISPATCHES^TM for August 17, 2008 can be found here:

KEEPING AN EYE ON REASON WHY

It is also available in PDF here:

KeepingAnEyeOnReasonWhy.pdf (PDF File)