Same, Same...But Different
Of all the things that have changed in marketing over the past, say, twenty years, none is more significant than the dawn of the Age of Sameness - you know, that coalescence of parity-product performance within so many categories and classes. Now, more than ever before, marketers need effective, creative approaches?both strategic and tactical ? to deliver the perception that their ONE brand is a better choice than others?even with a product that works no differently or better. This week we offer some of those approaches for you to consider.
The DISPATCHESTM for January 30, 2011 can be found here:
A printer / handheld friendly version can be found here:
It is also available in PDF here: