THE INSIGHT ITCH
What makes an insight legitimate? Most marketers would agree that, for starters, to be a real insight it must be grounded in the minds or hearts of target consumers (or customers). Some marketers might even insist that, unless the insight was initially or originally expressed by one of those consumers, it cannot be legitimate. But, we say, not so fast. Actually, some of the most compelling insights start with astute marketers and their creative teams.
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The DISPATCHESTM for January 28, 2013 can be found here:
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