Sometimes in our training work with clients, we make the important distinction between "blind obedience" and "true obedience." As the term suggests, the former is a kind of rote, without-second-thought obedience or agreement - that usually results in a bad end. For example, if your boss, becoming alarmed at a fire in your offices, screamed out "Jump from the window" (on the 15th floor), to do so without thinking would be blind obedience. And you can imagine the outcome. On the other hand, if you stop and think that, what the boss is really seeking your obedience on is "vacate the building, save yourself." Then, by thinking through some other, safer options for getting out of the building and choosing one, you would be engaging in true obedience. We sometimes find ourselves running the risk of bad outcomes from blind obedience in our brand-building lives: for example, when our global or franchise brand team screams out, "Implement this global brand positioning strategy exactly as you see it," and we do so without thinking at all about the total fit of that positioning with our local market, well, read on.

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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 and a pdf link if that is your preferred method of viewing. Depending on your individual browser, it may be necessary to copy and paste the address.

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 DISPATCHES^TM for May 20, 2012 can be found here:
http://www.bdn-intl.com/QuestioningBrandPos.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=403

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

THE MARKETING ANALYSIS - WHAT YOU NEED TO KNOW

The Market Analysis is a critical component of, and the starting point for, the Brand Marketing Plan. It is the opening chapter in the brand's story to management that will weigh heavily in their decision as to its role within the company (i.e., growth, maintenance, etc.), and the level of support (i.e., attention, funding, etc.) they give it. Here's what you need to know...

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To view this article in its entirety directly from our website, please click on (or copy and paste into your browser’s address bar) the appropriate link below. We have also provided a pdf link and a hand-held device link.  Just choose 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).

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The DISPATCHES^TM for May 13, 2012 can be found here:

http://www.bdn-intl.com/MktAnalysis-WhatYouNeedToKnow.php

A printer / handheld friendly version can be found here:

http://www.bdn-intl.com/printpage.php?id=402

It is also available in PDF here:

http://www.bdn-intl.com/uploads/MktAnalysis-WhatYouNeedToKnow.pdf

WHAT'S THE BIG (BRAND) IDEA?

We have always believed that, at the very core of every passionate marketer, is a love of ideas. All kinds of ideas: product ideas, packaging ideas, promotion ideas, PR ideas, communication ideas and so on. But there is one kind of idea - and an essential one at that - which seems often overlooked: the Brand Idea. This week we make the case for putting more time and effort into expressing the brand's overarching Idea.

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To view this article in its entirety directly from our website, please click on (or copy and paste into your browser’s address bar) the appropriate link below. WE have provided a hand-held device viewing option and  also a pdf 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).

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The DISPATCHES^TM for May 6, 2012 can be found here:

http://www.bdn-intl.com/WhatsTheBigBrandIdea.php

A printer / handheld friendly version can be found here:

http://www.bdn-intl.com/printpage.php?id=401

It is also available in PDF here:

http://www.bdn-intl.com/uploads/WhatIsTheBigBrandIdea.pdf