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