Monday, February 24, 2014

HAVE YOU CALCULATED THE ROI—FOR YOUR POSITIONING TARGET?


Every once in awhile you'll hear someone in your company's management ask a marketer something like this, "So you are recommending that we do such and such. If it were your money, would you still invest it as you’re recommending?" Actually, it's a very good question…but one that almost nobody can ever answer honestly. Virtually everyone answers, "Definitely, I would." But then, there's that BIG "If" - because it really isn't your money. Besides, haven't we learned from the time we were small kids how much easier it is to spend someone else's money? The thing is, if we marketers truly desire to be leaders within the organization (as opposed to a mere "service to Sales" function) and taken seriously whenever we recommend expending company resources, we’ve got to make ROI thinking a regular habit. And it starts with the Target in our Brand Positioning.



To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a pdf link if that is your preferred method of viewing. And finally, we have provided a link to our Blog where your comments are always welcome. 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 February 24, 2014 can be found here: http://www.bdn-intl.com/HAVEYOUCALCULATEDTHEROIFORYOURPOSITIONINGTARGET.php  

A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=498 

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

Monday, February 17, 2014

CREATING A WINNING BRAND EXPERIENCE TO BOND WITH CUSTOMERS - REDUX


When it comes to bonding with customers - creating the kind of loyalty where customers go beyond preferring to insisting on your brand of product or service - it's their experience that is the critical and deciding factor.

  To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a pdf link if that is your preferred method of viewing. And finally, we have provided a link to our Blog where your comments are always welcome. 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 February 17, 2014 can be found here: http://www.bdn-intl.com/CREATINGAWINNINGBRANDEXPERIENCETOBONDWITHCUSTOMERSREDUX.php   

A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=497   

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

Monday, February 10, 2014

THE MEANING OF INTEGRITY IN MARKETING



In our years of big-company marketing, we perceived and experienced a Marketing Function that had a leadership role: being aggressively competitive; pushing innovation and new ideas, even when they weren't very popular; never failing to have a point-of-view. Such a role demanded not only a resilient (even, as needed, charismatic) personality but, even more, the highest level of integrity. It's hard enough to get many in the Company to feel comfortable with something scarily new... but virtually impossible to do if the person pushing it cannot be trusted to tell the truth. This week - at the risk of being a bit philosophical (and preachy?) - we consider what integrity really means for Marketing.


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 February 10, 2014 can be found here: http://www.bdn-intl.com/THEMEANINGOFINTEGRITYINMARKETING.php 


A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=496 


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



Monday, February 03, 2014

B&H LEARNING FROM BRANDS THAT DELIVER A WINNING EXPERIENCE


When it comes to bonding with customers - creating the kind of loyalty where customers go beyond preferring to insisting on your brand of product or service - it's their experience that is the critical and deciding factor. Two weeks ago we featured five brands that we believe have found a way to deliver a winning experience.


 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 February 3, 2014 can be found here: http://www.bdn-intl.com/BHLEARNINGFROMBRANDSTHATDELIVERAWINNINGEXPERIENCE.php 

A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=495 

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