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:
A printer / handheld friendly version can be found here:
It is also available in PDF here: