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.
The DISPATCHESTM for November 29, 2009 can be found here:
A printer / handheld friendly version can be found here:
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