IT IS SAME-O, SAME-O, ALL OVER AGAIN

We've tackled the subject of differentiating your brand in its messaging over the past two DISPATCHES' releases. Yet just a week ago someone threw out the challenge, posed as a question, "If same-o, same-o is not effective then why is nearly everyone in the category messaging the same way?"
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The DISPATCHESTM for November 6, 2011 directly from our website can be found here: http://www.bdn-intl.com/ItIsSame-OAllOverAgain.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=377

It is also available in PDF here:
http://www.bdn-intl.com/uploads/SameO-SamO2.pdf