Sunday, October 31, 2010

DRAMATIZE TO CONNECT WITH YOUR TARGET CUSTOMER

Last week we wrote about the importance of dramatizing the Key Thought (i.e., the benefit or belief we need to instill in the Target-Customer), to behavior-ize it (i.e., stimulate a specific behavior to drive brand growth). Dramatize to behavior-ize. The vehicle for accomplishing this is the Campaign Idea.

The DISPATCHESTM for October 31, 2010 can be found here:

DRAMATIZE TO CONNECT WITH YOUR TARGET CUSTOMER

A printer / handheld friendly version can be found here:

DRAMATIZE TO CONNECT WITH YOUR TARGET CUSTOMER

It is also available in PDF here:

DramatizeToConnectWithYourTargetCustomer.pdf (PDF File)

Sunday, October 24, 2010

BEHAVIOR-IZE THE BENEFIT!

You've no doubt heard along the way - probably from some classically-trained marketer or some longtime ad agency type - that, when developing communications of any kind you should "never miss an opportunity to visualize the benefit." Because we have all learned from our grammar school days that a picture is worth a 1000 words, who could ever question the advice to visualize the brand's benefit? But these days it seems that the way so many brands visualize their benefit has become, well, pretty ordinary ? pretty much the same way every other brand does it. So this week we offer a better way than mere visualizing to communicate the brand's benefit.


The DISPATCHESTM for October 24, 2010 can be found here:

BEHAVIOR-IZE THE BENEFIT!

A printer / handheld friendly version can be found here:

BEHAVIOR-IZE THE BENEFIT!

It is also available in PDF here:

Behavor-izeTheBenefit.pdf (PDF File)

Sunday, October 17, 2010

CONNECT THE DOTS ...

We offer Boats & Helicopters each week in our DISPATCHES articles. These are recommended, practical actions you can take to drive customer preference, and build healthy brands. Where do these Boats & Helicopters come from?

The DISPATCHESTM for October 17, 2010 can be found here:

CONNECT THE DOTS ...

A printer / handheld friendly version can be found here:

CONNECT THE DOTS ...

It is also available in PDF here:

ConnectTheDots.pdf (PDF File)

Sunday, October 10, 2010

THE MISLEADING F WORD - IN MARKETING

Once a fellow-marketer was asked what successes and failures he had had in his marketing career. In response, he wasted no time in enumerating one success after another. But, when asked again about "what failures" he stopped abruptly, as if momentarily stunned, and flatly replied, "I've never had a failure." What about YOU? Learn much from your mistakes? Or don't you make any? Read on...

The DISPATCHESTM for October 10, 2010 can be found here:

THE MISLEADING F WORD - IN MARKETING

A printer / handheld friendly version can be found here:

THE MISLEADING F WORD - IN MARKETING

It is also available in PDF here:

MisleadingFWord.pdf (PDF File)

Monday, October 04, 2010

ANNOUNCING COMPETITIVE POSITIONING

Leo Kiely, Chief Executive Officer, MillerCoors Brewing Company, calls it "a must read for serious brand builders everywhere."

Former Chief Marketing Officer, The Coca-Cola Company, and Founder of the Zyman Group, none other than Sergio Zyman, says, "Bravo...first class tutorial," in referring to it.

Roy Acosta, vice President/Area President, CAFE Alcon, says it provides "those best practices to succeed in building leadership brands."

What is the "it" that these three eminently successful brand champions are talking about?


The DISPATCHESTM for October 4, 2010 can be found here:

ANNOUNCING COMPETITIVE POSITIONING

A printer / handheld friendly version can be found here:

ANNOUNCING COMPETITIVE POSITIONING

It is also available in PDF here:

AnnouncingCompetitivePositioning.pdf (PDF File)