Monday, April 27, 2015


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.

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

The DISPATCHESTM for April 27, 2015 can be found here:

A printer / handheld friendly version can be found here:


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