DRAFTING ON STEVE JOBS LEGACY

This week we are revisiting an "oldie but goodie" piece as we continue to learn from the legacy of Steve Jobs. Take another look and perhaps even visit the movie, Jobs, starring Ashton Kutcher which has just been recently released. Note: After you have read the DISPATCHES, you may want to view a short clip of the movie found on yahoo at the following address:

http://movies.yahoo.com/movie/jobs/trailers/jobs-trailer-161011991.html.

Depending upon the configuration of your particular computer, it may be necessary for you to copy and paste the address if clicking on it fails.

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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. 

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).

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The DISPATCHES^TM for August 26, 2013 can be found here:
http://www.bdn-intl.com/DraftingOnSteveJobsLegacy.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=386

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

POSITIONING: JUST GIVE ME ONE WORD

We've all the heard the expression, "What's in a word?" And, for sure, we've all found ourselves in conversations when we hit a stumping point and say out loud something like, "Ohhh, shucks, what's the word I'm looking for?" In nearly everything we do, including our text messaging, we normally end up using, at least, a few words. But sometimes there is a real value-added in getting the to the "heart" of what we're trying to say by using just that one perfect word. So, in this week's DISPATCHES(of approximately 1000 words), we aim to argue for the "one word brand positioning."

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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. However, 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).

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The DISPATCHES^TM for August 19, 2013 can be found here:
http://www.bdn-intl.com/Pos-JustGiveMeOneWord.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=473

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

SILVERADO STRONG WITH BRAND CHARACTER

We can differentiate our brands with any one of the brand positioning strategy elements: target-customer, perceptual competitive framework, benefit (product, customer and/or emotional), reason-why support, and/or brand character. The all-new Silverado 1500 is launching with a marketing campaign that attempts to badge target-customers through its brand character. Click below to learn more:

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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. However, 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 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).

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The DISPATCHES^TM for August 12, 2013 can be found here:
http://www.bdn-intl.com/SilveradoStrongWithBrandCharacter.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=472

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

ON BEING YOUR BEAUTIFUL SELF, BEING YOU, AND BEING HAPPY

For some time now, the Dove Brand has been talking about "real beauty," the Snickers Brand has been talking about "satisfying hunger," and the Coke Brand has been talking about "opening up happiness." But if you've been following the evolution of the underlying insight and idea for each of these big global brands, it's hard not to be impressed with how they "stick" with the theme -- and how they continue to find ways to make the idea, the theme fresh and relevant -- to a lot of consumers just about everywhere.

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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 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).

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The DISPATCHES^TM for August 5, 2013 can be found here:
http://www.bdn-intl.com/OnBeingYourBeautifulSelf.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=471

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