POSITIONING EYE CANDY - OR THE MEDIUM IS REALLY NOT THE MESSAGE
Just a few weeks ago, we made the assertion in these Dispatches that "Added Stuff Does NOT Equal Added Value." Following along that same line of thinking, this week we take a look at some of the Pro's and Con's of using a new or different medium to portray the brand positioning statement. There is definitely a trend these days toward moving away from the traditional, "classic" brand positioning statement - expressed in short paragraphs - toward going with a clever icon or "structure" to fill in. But, as you'll see, our take is that no matter how clever or eye-catching the format, it's the content that simply must measure up.
To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a pdf link if that is your preferred method of viewing.
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The DISPATCHESTM for August 15, 2010 can be found here:
POSITIONING EYE CANDY - Or The Medium is Really NOT the Message
A printer / handheld friendly version can be found here:
POSITIONING EYE CANDY - Or The Medium is Really NOT the Message
It is also available in PDF here:
PositioningEyeCandy.pdf (PDF File)
posted by BDN International @ 7:10 PM
2 Comments
2 Comments:
Hi there- The pdf are not available. Can you repost?
Don't know why it's not working on your end but you can find the pdf version by going to the following link:
http://www.bdn-intl.com/uploads/PositioningEyeCandy.pdf
If that doesn't work, you can contact me at lorivan@bdn-intl.com for more help.
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