THE BIG DIG (or, Getting Down to Real Insights)

This week we are once again thinking about insights. If we're honest, we marketers probably never think enough about insights. And all too often we suddenly find ourselves in need of, say, a Creative Brief for some new communication, and then it hits us: "Quick, we need an insight!" Inevitably, we end up settling for something that's "readily available," something rather superficial. But what our brand really needs is something discovered, some deeper understanding of the consumer's attitudes and behaviors that might just provide us with a competitive advantage - at least for awhile. For that kind of something, superficial won't cut it; we need to dig, dig, dig for it instead.

---

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. Please note that depending upon the configuration of your particular computer, it may necessary for you to copy and paste the 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 September 30, 2013 can be found here:
http://www.bdn-intl.com/TheBigDig.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=477

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

MAKING POSITIONING MATTER

It's encouraging to see that more marketers are creating brand positioning strategy statements, at least for launch products. However, while we are encouraged by this activity we're discouraged to see that the strategies are not very meaningful. There are a number of missteps in the development of the positioning strategy. It's a pity to waste such a golden opportunity to capture, and drive achievement of, the full potential of the new entity. This article will cover the most common macro-missteps and suggest ways to avoid them.

---

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).

---

The DISPATCHES^TM for September 23, 2013 can be found here:
http://www.bdn-intl.com/MakingPositioningMatter.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=476
 
It is also available in PDF here:
 http://www.bdn-intl.com/uploads/MakingPositioningMatter.pdf)

A SPACE OF YOUR OWN

They say that space is the last frontier. But the space that they're referring to is the universe and beyond - space that, to us mere earthlings, seems unfathomable and, maybe even, unending. Most of the time in our lives, we are concerned with space of a different and definitely limited kind - living space, fitting-in space, and even get-away space. In our brand-building efforts, space is no less important. But what kinds of space matter most? 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 pdf link and a hand held link to allow for your preferred method of viewing.  Remember that depending upon the configuration of your particular PC, it may be necessary for you to copy and paste the address if clicking on it fails to activate 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 September 16, 2013 can be found here:
http://www.bdn-intl.com/ASpaceOfYourOwn.php

 

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=475

 

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