Monday, June 10, 2013


It's said that, for many people, talking about their feelings is awkward, uncomfortable, and even (for a lot of men, presumably) nearly impossible. No wonder, then, that we marketers find the selection and expression of emotional benefits for our brands so darn difficult. It's not something we do every day, for sure. Still, there are some fundamental practices that, if followed, make the job of coming up with a winning - as in meaningfully differentiated - emotional benefit doable. 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 hand-held device link and a pdf link to allow for your preferred method of viewing. Note:  Depending upon the configuration of your particular computer, it may be necessary for you to copy and paste into your browser.

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 June 10, 2013 can be found here:

A printer / handheld friendly version can be found here:


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