Sunday, February 22, 2009

BRAND "LANGUAGE": Keeping It Simple

As we have discussed in previous Dispatches, getting to a common marketing language is a real challenge. In recent weeks we have found once again how many clients either overload their brand-building "speak" with too many conflicting concepts or they confuse executional concepts (like Branding) for strategic ones (like Brand Positioning). This week we aim to clarify things. No, actually, we aim to do what we always attempt - to simplify things!


The DISPATCHESTM for February 22, 2009 can be found here:

BRAND LANGUAGE: Keeping It Simple

A printer / handheld friendly version can be found here:

BRAND LANGUAGE: Keeping It Simple

It is also available in PDF here:

BrandLanguage.pdf (PDF File)

Sunday, February 15, 2009

State of Marketing Survey Results - Return On Investment (ROI)

This is the second article summarizing learning from the BDNI "State of Marketing" Survey, which we undertook with subscribers of DISPATCHES during the second-half of 2008. The purpose of the survey is to gain a fix on how marketing is currently perceived and practiced within different sectors (FMCG, Pharmaceuticals, MDD and All Other) throughout the world (North America, Europe and Asia/Other). A total of 183 managers responded to the survey.


The DISPATCHESTM for February 15, 2009 can be found here:

State of Marketing Survey - Return On Investment

A printer / handheld friendly version can be found here:

State of Marketing Survey - Return On Investment

It is also available in PDF here:

SOM-ROI.pdf (PDF File)

Sunday, February 08, 2009

TOTAL QUALITY POSITIONING - Part 2

Two weeks ago we proposed an analogous management strategy to Total Quality Management (TQM). We termed that Total Quality Positioning (TQP). We also postulated that very few companies actually operated with anything close to TQP. This week we go deeper into the essential characteristics of TQP, once again borrowing heavily from the TQM model. See if you don't agree that, above all else, TQP starts as a state of mind - from the very top of the organization - that runs all the way down.

The DISPATCHESTM for February 8, 2009 can be found here:

TOTAL QUALITY POSITIONING - PART 2

A printer / handheld friendly version can be found here:

TOTAL QUALITY POSITIONING - PART 2

It is also available in PDF here:

TotalQualityPositioning-Part2.pdf (PDF File)

Sunday, February 01, 2009

State of Marketing Survey Results - The Importance of Marketing

At the end of 2008 we initiated a survey with you subscribers of DISPATCHES to solicit your thoughts regarding the state of marketing as it is currently perceived and practiced throughout the world. The purpose of the BDNI "State of Marketing Survey" is to gain a fix on where marketing stands both in the absolute and relative to other functional areas by sector and geography as perceived by different levels of marketing management.

We are now ready to share the results from the survey with you all.

This is the first article, which tackles the perceived importance of marketing, in a series to mine learning from the State of Marketing Survey.


The DISPATCHESTM for February 2, 2009 can be found here:

STATE OF MARKETING SURVEY - IMPORTANCE OF MARKETING

A printer / handheld friendly version can be found here:

STATE OF MARKETING SURVEY - IMPORTANCE OF MARKETING

It is also available in PDF here:

SOM-ImportanceOfMkt.pdf (PDF File)