Monday, January 27, 2014

THE BIG DIFFERENCE BETWEEN BRAND POSITIONING AND...BRANDING


Most marketers who have worked within more than one company will tell you that there are a number of marketing concepts that all mean the same thing, but are expressed in slightly different terms at different companies. Some of them even sound very much alike - for example, "reason why" and "reason to believe," which many marketers see as the same (support for a brand's benefits). Lately, we've been hearing another two similar-sounding terms, Brand Positioning and Branding, that some marketers use interchangeably. But there is a world of difference in meaning and value between these two terms.




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 in order to view.

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 DISPATCHESTM for January 27, 2014 can be found here: http://www.bdn-intl.com/THEBIGDIFFERENCEBETWEENBRANDPOSITIONINGANDBRANDING.php  

A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=494  

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




Monday, January 20, 2014

B&H EXPERIENCES THAT MAKE A DIFFERENCE


Perhaps, you've read some of our earlier DISPATCHES' articles about delivering meaningful experiences to build a brand relationship with customers. They have typically called-out poor performers, their missteps and.....


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 in order to view.

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 DISPATCHESTM for January 20, 2014 can be found here:
http://www.bdn-intl.com/BHEXPERIENCESTHATMAKEADIFFERENCE.php  


A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=493 


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


Monday, January 13, 2014

BROAD TV TARGETS & EFFECTIVENESS ILLUSION


As we enter 2014, here's a question for you "traditional" media users: what percent of your brand's media investment for the coming year is being converted from past levels of TV advertising to digital communications (web, social, etc.)? The stampede to digital gathers momentum with each passing quarter (and each new digital device or application). Where does this leave TV? Or, an even better question, "For those who remain committed to TV investment, how do they get the max effectiveness from it?" (Hint: It's not by making the Target Audience bigger.)





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 in order to view.
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 DISPATCHESTM for January 13, 2014 can be found here: http://www.bdn-intl.com/BROADTVTARGETSEFFECTSILLUSION.php 

A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=492 

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

Monday, January 06, 2014

MARKETERS' RESOLUTION







Resolutions, we all make them at some time in our lives. Frequently they are at the start of the New Year or, perhaps, after we've made an error, or when we need to correct an unwanted behavior. Typically our resolutions are.... 




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 in order to view.



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 DISPATCHESTM for January 6, 2014 can be found here:
http://www.bdn-intl.com/MarketersResolution.php 

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=491

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