GETTING A COMMON LANGUAGE

Every so often we get asked questions like, "How does Brand Character fit with Brand Essence?" Or "Is the brand's Market Definition the same as its Source of Volume?" Actually, answering concept-distinction questions such as these requires a commonly held understanding of the individual concepts. But sometimes, just like marketers everywhere, we don't always have a commonly shared understanding of what a marketing term means - we don't speak a common marketing language. Getting to a common language within an organization is tough to do, and yet so many companies need it. This week we take a look at some of the big barriers to a common marketing language, as well as identify a few ways around them.

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The DISPATCHES^TM for October 5, 2008 can be found here:

GETTING A COMMON LANGUAGE

It is also available in PDF here:

GettingACommonLanguage.pdf (PDF File)