INVEST TO BUILD EQUITY REDUX

This revisits our DISPATCHES' article, "Invest To Build Equity". It identifies additional practices for marketers interested in building brand equity. 

---

To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a pdf link as well as a handheld device 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 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 DISPATCHES^TM for July 29, 2013 can be found here:
http://www.bdn-intl.com/InvestToBuildEquityRedux.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=470

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

WINNING WITH DIFFERENTIATED...IDEAS?

There are few words as often used in brand-building and marketing as the word "differentiated." Usually that word is preceded by an important, qualifying adverb: "meaningfully." And in conversations around these two words, the subjects are typically products and product claims: we want them all to be as meaningfully differentiated in the minds of our consumers or customers as possible. After all, you win in the market with better-performing, "meaningfully differentiated" products, right? Unfortunately, not nearly as much as in years past. That's why, more than ever, we need differentiated ideas -- to win with.

---

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 device link to allow for your preferred method of viewing. However, 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 just clicking on 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 DISPATCHES^TM for July 22, 2013 can be found here:
http://www.bdn-intl.com/WinningWithDifferentiated...Ideas.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=469

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

INVEST TO BUILD EQUITY

My home was built in 1892. That makes it 121-years old. (For those of you wise guys that's a lot older than me!) There are things we have to do to maintain our home. Then there are things we do to improve it. There are things we do to maintain our brands. Then there are things we do to improve them. They require investment. But then if we care about them, and those they serve, then we'll make the required investment. This article identifies some of the investments we can make to maintain and improve our brands.

---

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 handheld device 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.

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 DISPATCHES^TM for July 15, 2013 can be found here:
http://www.bdn-intl.com/InvestToBuildEquity.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=468

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

THE DE-VALUATION OF BRAND EQUITY ADVERTISING

Brand equity never seems to go out of style. Most marketers will tell you, in fact, that one of their big responsibilities is to build brand equity during their tenure of brand stewardship. You could almost say that everyone appreciates and desires more brand equity - after all, it often represents an important competitive advantage. So how come, then, that when discussions turn to advertising campaigns, especially those termed brand equity ad campaigns, so many senior managers can't run fast enough away from them? This week we have some thoughts on why.

---

To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a both a pdf link and a hand-held device 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 into your address bar.

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 DISPATCHES^TM for July 1, 2013 can be found here:
THE DE-VALUATION OF BRAND EQUITY ADVERTISING

A printer / handheld friendly version can be found here:
THE DE-VALUATION OF BRAND EQUITY ADVERTISING

It is also available in PDF here:
TheDe-valOfBrandEquityAdv.pdf (PDF File)