Monday, March 31, 2014

CLASSIFYING BRAND POSITIONING STRATEGIES

We classify, or categorize, things in order to better study, understand and, perhaps, utilize them. Classification is somewhat of a creative exercise. We may classify the human race in any number of ways: by gender, race, nationality, physical characteristics, education, socio-economics, etc. We may...



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 March 31, 2014 can be found here: http://www.bdn-intl.com/CLASSIFYINGBRANDPOSITIONING.php

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



Monday, March 24, 2014

WHY THE COMPETITIVE FRAMEWORK MATTERS


There may be a time when you might hear a young marketer, working on his or her first Brand Positioning Strategy, say something like this: "This positioning stuff is easy! I mean, you get to the Competitive Framework part and all you do is write in the class of product. Michelin is the brand of tire; Bayer is the brand of pain reliever; Lipitor is the brand of statin. I love this job!" But that's the time to take the young marketer aside and set him straight: the Competitive Framework is not at all a stating of the brand's category, class, or product type; and it matters a lot more than these labels alone.



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 March 24, 2014 can be found here: http://www.bdn-intl.com/WHYTHECOMPETITIVEFRAMEWORKMATTERS.php 

A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=502 

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




Monday, March 17, 2014

CREATING A LEARNING ORGANIZATION

This special issue of DISPATCHES is a video of Richard Czerniawski defining and sharing his thoughts with a group of marketing managers on creating a Learning Organization, and the important link between achieving predictable results in the marketplace and generating a positive ROI on marketing activities.

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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 March 17, 2014 can be found here: http://www.bdn-intl.com/CREATINGALEARNINGORGANIZATION.php 


A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=501

Monday, March 10, 2014

VOLVO ENVY


Whenever marketers are engaged in brand positioning work - whether aiming to create a positioning for a totally new brand, or wishing to evolve an established brand’s positioning to make it more competitive - nothing beats having a few "positioning-to-admire models." By studying them in some detail we can readily see the positioning principles at work…that have made them so admirable. One of those brands is Volvo: the owners of the world-famous, one-word Brand Positioning!




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

A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=500 

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


Monday, March 03, 2014

< = > !


"< = > !" means exactly what it says. Less is more! It's so simple yet so very difficult to achieve. While virtually every marketer appreciates this equation intellectually few are able to put it into practice.



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

A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=499

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