MAKING DIFFERENTIATION A HABIT

You know how they say, "Talk is cheap"? Many times the people who say this really mean that talking about something is easy, but actually doing it, well, that's another matter. We marketers hear a lot of talk about differentiation ? more specifically, about the necessity of making one's brand meaningfully differentiated versus the competition, starting with the brand's positioning strategy. But if we're really honest with ourselves, most brand positioning strategies are not differentiated in any meaningful way. This week, continuing on our last week's theme of "Marketect Differentiation," we take a look at what is required to make differentiation a habit.

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To view this article in its entirety directly from our website, please click on the appropriate link below. We have provided a pdf link if that is your preferred method of viewing and also a hand-held 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 DISPATCHES^TM for April 29, 2012 can be found here:

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

A printer / handheld friendly version can be found here:

http://www.bdn-intl.com/printpage.php?id=400

It is also available in PDF here:

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

WHY MAKING CHOICES IS SO HARD

They say that we have more choices in our lives today than ever before. That's supposed to be a good thing, right? But, truth be told, many of us get overwhelmed with more choices - and we end up delaying our choice or making no choice at all. Making choices is also getting harder and harder for many brand-builders today. This week we take a look at the Big Forces within many companies that make making choices so hard.
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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. We have also provided a hand-held device link and a pdf link – just select 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 DISPATCHESTM for April 15, 2012 can be found here:
http://www.bdn-intl.com/WhyMakingChoicesIsSoHard.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=398

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

THE LEVEL OF TALENT AND HOW GOOD COACHES RESPOND TO IT

We at BDNI are celebrating the Easter Holiday (and Richard's 65th-birthday) this weekend. So, we are taking a holiday from writing DISPATCHES. However, we would like to gift you with an incredible performance from American Idol, which shows the level of talent that's out there and how good coaches respond to it.

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To view this article in its entirety directly from our website, please click on (or it may be necessary for you to copy and paste the link into your browser's address bar) the appropriate link below. We have also provided a hand-held device or a pdf 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).

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The DISPATCHESTM for April 8, 2012 can be found here:

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


A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=397


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

HOW THE STRATEGIC TARGET SETS UP THE POSITIONING

You've heard the old saying, "The whole is greater than the sum of its parts," right? Well, here's another one for you that you might not have heard: "When it comes to crafting a winning Brand Positioning Strategy, the Target element is greater than the other parts." Or, maybe a better way to state it is that, while only being one of five positioning elements, or 20% of the total positioning, the Target contributes much greater than its fair-share. That's why it's always a best practice to start with and craft a complete Strategic Target.
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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. We have also provided a pdf link if that is your preferred method of viewing and even a handheld link.

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 April 1, 2012 viewed from our website can be found here:
http://www.bdn-intl.com/HowTheStrategicTargetSetsUpPos.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=395

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