VERB-alize THE EXACT BEHAVIOR YOU WANT

We like to say that, although we are fluent in only one cultural language, we actually speak a number of other kinds of languages. One of those is the language of Marketing. As with any language, Marketing has a good number of different words that marketers use to describe or explain a common concept. But not all of these interchangeable terms for the same concept carry the precise, exact same meaning. Take the words penetration, trial, and adoption for example. All fall roughly within the same conceptual "ballpark," but by no means do they all denote the exact same thing. And when it comes to developing the brand's communications or messaging, the best way to ensure you get the consumer or customer behavior you seek is to "verb-alize" exactly what that behavior is.

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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 hand held version to allow for your preferred method of viewing. However please note, that depending upon the configuration of your particular computer, it may be necessary for you to copy and paste the address rather than click.

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).

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The DISPATCHES^TM for April 27, 2015 can be found here:
http://www.bdn-intl.com/VERBalizeTheExactBehaviorYouWant.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=556

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

APPLE WATCH - ON BEING A MARKETECT

An article appearing in the 18-19 April 2015 edition of the WSJ, "The Apple Watch's Long Shadow," written by Kevin Sintumuang, asks "The smartest timepiece is disruptively redefining status. Is it set to eclipse the classic Swiss watch?" Thinking about disrupting markets got us, in turn, to thinking about a term we coined years ago, "Marketect," which is worth revisiting.

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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 version link to allow for your preferred method of viewing. Please note, however, depending upon the configuration of your particular computer. it may be necessary to copy and paste the address rather than just clicking on it.

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).

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The DISPATCHES^TM for April 20, 2015 can be found here:
http://www.bdn-intl.com/AppleWatch.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=555

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

POSITIONING FOR PRODUCTIVIT

After 15 years or writing these weekly DISPATCHES, it's maddening, really. What's maddening, you ask? That despite 30 years+ conducting client engagements, training workshops, senior management interviews - along with writing two books, and countless DISPATCHES articles on the subject of positioning - so many marketers and their management still don't quite get it: The calculated and conscious choices a company makes in setting a brand's positioning are what really drive "marketing productivity."

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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/printer version to allow for your preferred method of viewing. However, please note that depending upon the configuration of your particular computer, it may be necessary for you to copy and paste the address.

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).

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The DISPATCHES^TM for April 13, 2015 can be found here:
http://www.bdn-intl.com/PosForProductivit.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=554

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