Sunday, March 28, 2010

SAY IT WITH FEELING

We keep hearing brand-builders say that they need to find a way to better connect with their targets. And, more often than not, what they mean when they say this is they need an emotional hook of some kind ? to add to their brand's functional story. For sure, making the transition from a "product positioning" to a "brand positioning" nearly always requires that the brand offer something bigger, something more meaningful than product performance, which can usually be replicated by another product at some point. This week we look once again at this subject -- how to improve the odds of "saying it with feeling."


The DISPATCHESTM for March 28, 2010 can be found here:

SAY IT WITH FEELING

A printer / handheld friendly version can be found here:

SAY IT WITH FEELING

It is also available in PDF here:

SayItWithFeeling.pdf (PDF File)

Sunday, March 21, 2010

HOW TO BE EXTRAORDINARY

This DISPATCHES article is personal, very personal. It is about me, Richard Czerniawski. No, it is not about me being extraordinary. It's about my life long love and pursuit of learning in order to be extraordinary. It's about my desire, journey and fantasy to develop super powers.

The DISPATCHESTM for March 21, 2010 can be found here:

HOW TO BE EXTRAORDINARY

A printer / handheld friendly version can be found here:

HOW TO BE EXTRAORDINARY

It is also available in PDF here:

HowToBeExtraordinary.pdf (PDF File)

Sunday, March 14, 2010

THE STRATEGIC TRIANGLE

Remember the Bermuda Triangle? What was it, about fifteen years ago or so, that we were regularly seeing newspaper stories and TV shows about that mysterious portion of the Atlantic Ocean where, reportedly, a number of aircraft and ships ventured in, never to be heard from again. Whether real or imagined, the Bermuda Triangle came to represent a place to become lost. Well, we have another kind of triangle to share with you, something we've long called the Strategic Triangle -- and we can guarantee you that this is one triangle that will prevent you from becoming lost. It's a direction-pointing triangle that, when used as designed, will enable you and your agency teammates to construct tighter, more precise Creative Briefs?and, ultimately, better enhance your chances of ending up with winning Campaign Ideas. Come on, have no fear. Venture in!


The DISPATCHESTM for March 14, 2010 can be found here:

THE STRATEGIC TRIANGLE

A printer / handheld friendly version can be found here:

THE STRATEGIC TRIANGLE

It is also available in PDF here:

TheStrategicTriangle.pdf (PDF File)

Sunday, March 07, 2010

GENERATIONAL TRANSFORMATIONAL MESSAGING

What is Generational Transformational Messaging all about? It's not about developing messaging that people claim to like but, instead, achieving messaging that drives customer preference motivating behavior and building brand loyalty.

The DISPATCHESTM for March 7, 2010 can be found here:

GENERATIONAL TRANSFORMATIONAL MESSAGING

A printer / handheld friendly version can be found here:

GENERATIONAL TRANSFORMATIONAL MESSAGING

It is also available in PDF here:

GenTransformationalMessaging.pdf (PDF File)