Sunday, May 06, 2012


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.

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 or call 800-255-9831 (620-431-0780).

The DISPATCHESTM for May 6, 2012 can be found here:

A printer / handheld friendly version can be found here:

It is also available in PDF here:


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