Sunday, February 26, 2012

GETTING TO THE BIG IDEA - PART 1

When we began instructing marketers some 20-years ago regarding how they could make their marketing matter more, one of the participants kept raising the question, “When are we getting to the BIG Idea?” Back then we believed it was a judgment of relative value as in one idea proves to be more fruitful than another. There are ideas, and then there are really big ideas. But we’ve come to learn that’s part of it but there’s more to it, much more. Chances are you are searching for the BIG Idea. Nearly everyone is in search of a BIG Idea these days. Nobody wants little ideas. Even small brands and companies want, and need, BIG ideas.
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To view this article in its entirety directly from our website, please click on (or copy and paste in your address bar) the appropriate link below. Notice that we have provided not only a direct link to our website but a link to a hand-held version, and finally a pdf version.

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 February 26, 2012 can be found here:
http://www.bdn-intl.com/GettingToTheBigIdea-PtI.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=390

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

Sunday, February 19, 2012

HOOKED ON A FEELING

We hear all the time (don't we?) that men aren't very good at expressing their feelings. Well, here's a newsflash for you: marketers - whether men or women - aren?t very good at expressing their brand's feelings, or more specifically, the emotional need-benefit that their brand delivers. That's what we hope to change with this week's article.
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To view this article in its entirety directly from our website, please click on (or copy and paste into the address bar) the appropriate link below. We have also provided a pdf link and a hand-held device link if either of those is your preferred method of 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).
________________________________________
The DISPATCHESTM for February 19, 2012 can be found here:
http://www.bdn-intl.com/HookedOnAFeeling.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=389

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

HOOKED ON A FEELING

We hear all the time (don't we?) that men aren't very good at expressing their feelings. Well, here's a newsflash for you: marketers - whether men or women - aren?t very good at expressing their brand's feelings, or more specifically, the emotional need-benefit that their brand delivers. That's what we hope to change with this week's article.
________________________________________
To view this article in its entirety directly from our website, please click on or copy and paste in the address bar) the appropriate link below. We have also provided a pdf link and a small hand-held device link if either of those is your preferred method of 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).
________________________________________
The DISPATCHESTM for February 19, 2012 can be found here:
http://www.bdn-intl.com/HookedOnAFeeling.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=389

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

Sunday, February 12, 2012

HOW TO JUDGE SUPER BOWL ADS

So, what did you think about the Super Bowl commercials? Have a favorite? Is your favorite just entertaining or does it really sell? Read on to learn just how to judge an ad.

To view this article in its entirety directly from our website, please click on (or copy and paste in your address bar) the appropriate link below. There is also a link to a handheld device as well as a pdf version.

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).

The DISPATCHESTM for February 12, 2012 can be found here:

HOW TO JUDGE SUPER BOWL ADS

A printer / handheld friendly version can be found here:

HOW TO JUDGE SUPER BOWL ADS

It is also available in PDF here:

HowToJudgeSuperBowlAds.pdf (PDF File)

Sunday, February 05, 2012

NEW CAMPAIGN FOR GATORADE FEELS LIKE A WINNER

It seems we have, time and again, spot-lighted the Gatorade brand in these Dispatches. But, honestly, it’s hard not to. The 70%+ dollar share brand has for so long done so many things well…starting with implementing a perceived-differentiated brand positioning (despite having a product that, in testing, may not really be that much more effective at athletic/workout thirst-quenching and replenishment than some other brands). Once again, we find Gatorade making a high-probability-of-success marketing move: introducing their new ad campaign, “Win From Within.” And best of all, this campaign continues the brand’s implementation of its “winning” brand positioning.

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. 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).

The DISPATCHESTM for February 5, 2012 can be found here:
http://www.bdn-intl.com/GatoradeNewCampaign.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=387

A pdf version can be found here:
http://www.bdn-intl.com/uploads/GatoradeNewCampaignLooksLikeWinner.pdf