A NEW IDEA FOR MARKETING ORGANIZATIONS

Over the years, the one thing that we have observed and experienced is that good marketing people are also good idea people. What attracts most people to marketing is their passion for ideas, all kinds of ideas: product, packaging, promotion, communication and so on. And yet it seems that in so many categories and classes of products today there aren't enough ideas. Too many marketing initiatives look the same. Maybe it's time for a new model for the marketing organization - a new idea for setting up and running an idea-driven marketing function.
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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a Hand-held device link and a pdf link if either is your preferred method of viewing. You may either click on the link or copy and paste into your address bar for viewing.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).
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The DISPATCHESTM for October 30, 2011 can be found here:
http://www.bdn-intl.com/ANewIdeaForMktOrg.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=376

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

SAME-O, SAME-O

What's the meaning of "same-o, same-o?" It's an idiom used to express "same-old, same-old." It refers to doing something in the same way we've always done it or the same way everyone else is doing it. It is not a positive connotation. In fact, it suggests that the action, and/or result, is rather uninspiring, routine, dull.
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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a hand-held device version as well as a pdf link if that is your preferred method of viewing.

You may need to copy and paste into your address bar the following links. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

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The DISPATCHESTM for October 23, 2011 can be found here:
http://www.bdn-intl.com/SAmeO-SameO.php


A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=375


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

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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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a hand-held device version as well as a pdf link if that is your preferred method of viewing.

You may need to copy and paste into your address bar the following links. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

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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

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

A TRIBUTE TO “THE MARKETECT OF OUR GENERATION”

On Thursday, 6 October 2011, Steve Jobs, founder and soul, of the Apple Corporation, passed away. People from all walks of life, children to corporate leaders and, even world leaders, have been paying tribute to him, his memory and his many contributions to technology and society. He touched many lives and inspired tens of millions with innovative products that he created to change the world. He has been hailed as a creative genius, an icon, an innovator, a visionary, and a successful entrepreneur. He has been compared to Thomas Alva Edison, Alexander Graham Bell, to name just a couple from the handful of greats who have made a real difference in our lives.

We're using this issue of DISPATCHES to honor Steve Jobs too. We honor him as "The Marketect of Our Generation." A Marketect is one who changes how customers perceive a category (to favor his/her brand). A Marketect remakes and/or creates entire industries and categories. Steve Jobs is such a rare person. He transformed technology, music, media and retailing to build one of the most valuable and admired companies in the world. He was a true Marketect, and remains an inspiration to all marketers who want to make a difference.

Our tribute to Steve Jobs is to have him speak for himself about the core values of the company he created. We are sharing a video of him introducing the "Think different" campaign. In it he explains that marketing is about "values," and goes on to relate Apple's core value, which is "we (Apple) believe that people with passion can change the world for the better." The "Think different" campaign honored people who have changed the world. We honor Steve Jobs for he has lived his beliefs and values to change our world. We will miss him.

Marketers everywhere, honor Steve Jobs through your passion to change the world. Be inspired by the late Mr. Jobs to "think different." Think, and act, like a Steve Jobs, "The Marketect of Our Generation."

Click on the link below (or copy and paste in your address bar) to see the video.

http://www.youtube.com/watch?v=dR-ZT8mhfJ4

THE MARKETING PLAN AND PROCESSING PROCESS

This week we invite you to take a deeper, more insightful look at the proverbial Marketing Plan.

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To view this article in its entirety select the version below you wish to view, then copy and paste the appropriate link into your address bar.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

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The DISPATCHES^TM for October 2, 2011 viewed directly from our website can be found here:
http://www.bdn-intl.com/MktPlanAndProcessingProcess.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=373

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