GIVE YOUR PROMISE A REASON
Today's DISPATCHES is a reprint of a frequently asked for "oldie, but goodie" from our archives first published in October, 2006. We hope you enjoy.
The reason-why is a critically important strategic element of both the brand's positioning and communication strategies. It's also important to ensuring compelling communications. Too often marketers confuse "reason-why" with the rationale for why the customer should choose your brand. No, the reason-why is not about why someone(s) should choose the brand but why s/he should believe your benefit promise. It's all about supporting the benefit - making it believable and, therefore, more persuasive.
The DISPATCHESTM for October 26, 2008 can be found here:
A printer / handheld friendly version can be found here:
It is also available in PDF here: