INSIGHT, OR UNSIGHT

With the start of a New Year, what better time than now to come up with a new word? Over the past years we have, from time-to-time, coined some new marketing terms: for example, Marketect, Pro-sitioning, and Add-valuate. Typically, we coin these words to make more memorable a best marketing practice. This time, however, we're proposing a word that makes more memorable -- even better, more obvious -- one of our most frequent marketing shortcomings; namely, calling something an insight that isn't an insight. So, allow us to introduce the unsight.

To view this article in its entirety directly from our website, please click (or copy and paste in your address bar) the appropriate link below. We have also provided a hand-held device link if that is your preferred method of viewing. And finally, we have provided a link to a pdf copy. 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 December 4, 2011 can be found here:
http://www.bdn-intl.com/InsightOrUnsight.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=383

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