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.
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The DISPATCHESTM for September 30, 2013 can be found here:
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