Monday, January 28, 2013


What makes an insight legitimate? Most marketers would agree that, for starters, to be a real insight it must be grounded in the minds or hearts of target consumers (or customers). Some marketers might even insist that, unless the insight was initially or originally expressed by one of those consumers, it cannot be legitimate. But, we say, not so fast. Actually, some of the most compelling insights start with astute marketers and their creative teams.

To view this article in its entirety directly from our website, please click on the appropriate link below. We have provided a handheld device version as well as 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 January 28, 2013 can be found here:

A printer / handheld friendly version can be found here:

It is also available in PDF here: