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