GETTING CHARACTER REFERENCES FOR YOUR BRAND -- AN UPDATE

This week's DISPATCHES is an update of an earlier publication. We hope you enjoy it.

Why is it that, whenever we think about differentiating our brand positioning, we automatically think only about the brand's Benefits and Reasons Why? Why do we not just as automatically think about making our Brand Character differentiated - from other brands in our company's portfolio and, even more critical, from competitive brands? We think the answer, more times than not, has to do with the ineffective "languages" we typically use to express our brand's character. We need other modes of expression to get this all-important job done right. This week we offer an updated version of Dispatches we first issued in 2002. We hope you find it helpful for your brand.

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The DISPATCHES^TM for August 16, 2009 can be found here:

GETTING CHARACTER REFERENCES FOR YOUR BRAND - AN UPDATE

A printer / handheld friendly version can be found here:

GETTING CHARACTER REFERENCES FOR YOUR BRAND - AN UPDATE

It is also available in PDF here:

GettingCharacterReferencesForYourBrand2007.pdf (PDF File)