Monday, April 29, 2013


Most of us have a tendency to separate strategic thinking from creative thinking. Even more, we tend to think of processes - such as developing a new communications campaign - as having a strategic phase (to develop the Brief) and then a creative phase (to develop the Ideas). But, actually, the best strategic thinking is inherently creative. For example, and especially in today's "age of sameness" marketplace, there is no better time to come up with, to create Reasons Why in our Brand's Positioning that do what our Benefits can no longer easily do: create the impression of meaningful differentiation. That's our subject this week.

To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a handheld device and a pdf link to allow for your preferred method of viewing. Please note that depending upon the configuration of your particular computer, it may be necessary for you to copy and paste the address rather than click.

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 April 29, 2013 can be found here:

A printer / handheld friendly version can be found here:


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