Monday, April 13, 2015


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."

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 or call 800-255-9831 (620-431-0780).

The DISPATCHESTM for April 13, 2015 can be found here:

A printer / handheld friendly version can be found here:

It is also available in PDF here:


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