STATING THE MARKETING OBJECTIVE: SAY (PRECISELY) WHAT YOU MEAN!

You've heard the old saying, "Say what you mean, and mean what you say," right? It's a catchy turn of two similar sets of words with two meanings: (1) be precise in communicating your meanings, and (2) stand behind them once they're communicated. The saying obviously has broad application - especially regarding the ethics of everyday living. But, it also has real relevance for those of us in Marketing, which is definitely in the business of effective, genuine communication. This week we apply the principle of "saying what you mean" to that most fundamental of marketing tasks: articulating the brand's Marketing Objectives.
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The DISPATCHESTM for October 16, 2011 can be found here:
http://www.bdn-intl.com/StatingMktObjPrecisely.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=374

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http://www.bdn-intl.com/uploads/StatingTheMktObjPreciselyt.pdf