Sunday, March 18, 2012

WHAT TO DO WHEN YOU CANNOT CLAIM IT

Among the marketers we admire the most these days are the ones who, when told by someone outside their organization, "You not allowed to say what your product does," or, "You can't make that (legitimate) claim," respond by finding clever and creative ways to communicate it anyway. We admire them because they are typically few and far between. It's all too easy to respond instead by communicating the same thing as everybody else in the category or class - and not anything that would give consumers or customers the perception that one's own brand is a better choice. This week we take a look at what some very clever and creative marketers and their teams have doneā€¦to imply a claim or the perception of being a better choice. Admirable!
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To view this article in its entirety directly from our website, please click on (or copy and paste into your address bar) the appropriate link below. If you prefer to view it on a hand-held device or a pdf file, we have provided those links as well.

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 March 18, 2012 can be found here:
http://www.bdn-intl.com/WhatToDoWhenYouCantClaimIt.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=393

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

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