Monday, March 25, 2013

THE GREAT BARRIER BRIEF



A favorite quote from one of yesteryear's great ad agency creative heads, Al Hampel, goes something like this: "The fastest animal on the planet is not the cheetah. No, it's the creative person running away at full speed from an imprecise, unclear Creative Brief." It's often sad but true that, despite the importance of a "tight Creative Brief" to a brand's business (namely, toward the development of some blockbuster campaign ideas), most marketers settle for briefs that are burdened by barriers. This week we urge marketers and their agency colleagues everywhere to break away from the Great Barrier Brief.

To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a pdf link and a hand-held version link to allow for your preferred method of viewing. Note that depending upon the configuration of your particular computer, it may be necessary for you 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 DISPATCHESTM for March 25, 2013 can be found here:
http://www.bdn-intl.com/GreatBarrierBrief.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=453

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

Thursday, March 14, 2013

ECONOMIC SURVEY




Taxes are up. So is inflation. We are paying more to fuel our autos. Is the economy affecting you? And what might be the impact on your business? Please respond to the following confidential survey, which shouldn't take more than 5-minutes of your time, and I'll share the results, with potential implications for businesses, in a couple of weeks.

To take the survey just click on either of the options below and then on the link.  Please note that depending on the configuration of your particular computer it may be necessary for you to copy and paste the address in order to view it.
______________________________________________________________________________
The DISPATCHESTM for March 14, 2013 can be found here:
http://www.bdn-intl.com/EconomicSurvey.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=451

Monday, March 11, 2013

CONSUMER LOYALTY DOESN'T GUARANTEE BRAND LOYALTY



Here in the US, many longtime and loyal Tylenol users are well-aware of the greatly reduced in-store distribution of the past couple of years (due to some significant product recalls). Now the brand is returning to the shelves, but for many the shock of seeing so much Tylenol "red space" replaced with other brands and private label options is still fresh. Hard to believe - especially for one of America's most trusted brands. It makes one wonder how readily previous loyal Tylenol consumers will come back. And it clearly underscores the fact that sustaining a brand's loyalty is not merely dependent upon winning marketing. For another similar story - from halfway around the world - read on.

To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a pdf link and a hand-held version to allow you to select your preferred method of viewing. However, please note that depending on the configuration of your particular computer, it may be necessary for you to copy and paste the address in order to view it.

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 DISPATCHESTM for March 11, 2013 can be found here:
http://www.bdn-intl.com/ConsumerLoyaltyDoesntGuaranteeBrandLoyalty.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=450

Sunday, March 03, 2013

COMMUNICATION OBJECTIVE - LET'S GET IT RIGHT



For crying out loud, let's get it right! What are we talking about? The "communication objective" that's found in everyone's creative brief. That's what we're talking about. And, it's worth talking about, again. It is an essential element to a strategically sound creative brief. Unless we get this right it is unlikely we will get the target and key thought (benefit promise) right. And if we don't get the strategy right then - you've got it, the communications are unlikely to make a difference in your marketing.


To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a hand-held link and a pdf version to allow your preferred method of viewing. Note:  Depending upon the configuration of your particular computer, it may be necessary for you to copy and paste the address into your browser.

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 DISPATCHESTM for March 3, 2013 can be found here:
http://www.bdn-intl.com/CommObj-LetsGetItRight.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=449