THE BIGGEST EXCUSE IN MARKETING: "MY BUSINESS IS DIFFERENT."

Making the transition from a product to a brand is a challenge for many brand-builders. It's a challenge sometimes because their companies say they want brands (for added shareholder value) but don't always support their marketers in actually developing brands. But it's also a challenge because some marketers - especially those in the pharmaceutical and medical device industries - get into a bad habit of making excuses for things they cannot do because "their category is different." This week we take a harder look at this notion of "my category is different" - a notion we don't buy.

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The DISPATCHES^TM for November 29, 2009 can be found here:

THE BIGGEST EXCUSE IN MARKETING:

A printer / handheld friendly version can be found here:

THE BIGGEST EXCUSE IN MARKETING:

It is also available in PDF here:

TheBiggestExcuseInMarketing.pdf (PDF File)