Monday, September 29, 2014

GIVING MEANING TO THE BRAND IDEA

More and more, it seems, we have come to rely on the Brand Idea as a "centerpiece" for our work in Brand Positioning development. As the overarching strategy for a brand's existence, it has become an essential starting point for us and for our clients as we either create possible positioning options for a new product or as we aim to strengthen the positioning of an existing one. And yet, the notion of a Brand Idea Strategy is a relatively unfamiliar concept for many of us. This week we take another look at what the Brand Idea is all about and how to better express one.


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 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 into your browser.

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 September 29, 2014 can be found here:
http://www.bdn-intl.com/GIVINGMEANINGTOTHEBRANDIDEA.php


A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=530


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

Monday, September 22, 2014

COACHING THE AGENCY - WHEN IT'S TIME TO SHUT-UP

One of the situations we seem to encounter frequently is the client "educating" its agency personnel about what is "wrong" with some of work presented by the creative team. However, one of the best practices for coaching is NOT TO TALK ABOUT EACH AND EVERY AGENCY SUBMISSION!


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 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 into your browser.
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 September 22, 2014 can be found here:
http://www.bdn-intl.com/COACHINGTHEAGENCYWHENITSTIMETOSHUTUP.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=529

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

Monday, September 15, 2014

PRESSURE TEST FOR THE PRESSURE-COOKER

We recently worked with a valued client who wanted to "pressure test" a brand positioning—one that a number of their team had worked for months to complete. We are big proponents of putting a brand positioning to the pressure test (as in candidly assessing how well that positioning might hold up to a tough competitor and to the pressures of the marketplace). But, honestly, it"s not so often that such an exercise takes place: after a lot of hard work getting a brand positioning to an approvable state, the tendency is to "put it to bed." Anyway, seeing first-hand the conscientiousness of our client has motivated us to recommend this best practice to everyone. 




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 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 into your browser.




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 September 15, 2014 can be found here:
http://www.bdn-intl.com/PRESSURETESTFORTHEPRESSURECOOKER.php



A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=528



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





Monday, September 08, 2014

WINNING IN THE AGE OF SAMENESS

As we pointed out in previous DISPATCHES’ articles we live in an “age of sameness.” Products in virtually every category work in the same way, do the same things and produce similar outcomes. So when it comes down to it (prospective) customers perceive products as commodities, and treat them as such (demanding and purchasing on favorable pricing). In this special video edition of DISPATCHES, Richard shares his thoughts regarding the importance of developing brands to provide the differentiation needed to win in this age of sameness. Click the link below to see the video (or copy and paste the link into your browser).
https://vimeo.com/bdni/review/105377527/a9a8fbe80c





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 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 into your browser.
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 September 8, 2014 can be found here:
http://www.bdn-intl.com/WINNINGINTHEAGEOFSAMENESS.php


A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=527


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

HOWDY PARDNER


Most brand-builders prefer to think of their primary outside suppliers?especially their communication agencies--as more than just that. So they refer to them as "partners." After all, a business "partnership" involves much more than a mere business "relationship." But, really, how much of partnership are most client-agency relationships? We think there are ways, mainly through consistent collaboration, that most of these relationships can become more partner-like.


Please note, next Monday, September 1, there will be no DISPATCHES as we are taking the Labor Day holiday off to spend with our families. We will send out our next DISPATCHES on September 8. Have a safe and happy holiday.



 
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 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 into your browser.

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 August 25, 2014 can be found here:
http://www.bdn-intl.com/HOWDYPARDNER.php


A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=526


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