http://www.bdn-intl.com/articlearchive.php DISPATCHES^TM en-us http://www.bdn-intl.com/userfiles/image/dispatcheslogo.jpg http://www.bdn-intl.com 450 96 http://www.bdn-intl.com/WhenTheBoughBreaks.php Dealing with failure goes beyond the world of politics. It extends into all walks of life from sports to commerce. The current economic news abounds with companies failing to deliver against expectations for growth. And, as a consequence, stock... http://www.bdn-intl.com/TheThreeNoFourClientHats.php How often do we find ourselves saying things like, “Let me put my customer hat on,” or “Let me put my regulatory hat on,” or more likely, “Let me play devil’s advocate here”? In so many of our daily business interactions we stop oursel http://www.bdn-intl.com/MoreLessonsFromPoliticalMkt.php On Tuesday, 4 November 2008, we'll be going to the polls in the U.S. to cast our ballot for the 44th president of our crisis laden young nation. A few weeks ago we issued a DISPATCHES article dealing with Lessons from Political Marketing. In our... http://www.bdn-intl.com/GiveYourPromiseAReason03-12-07.php The reason-why is a critically important strategic element of both the brand’s positioning and communication strategies. It’s also important to ensuring compelling communications. Too often marketers confuse “reason-why” with the rationale fo http://www.bdn-intl.com/HiringAMarketect.php We are so fortunate each week to work with marketers from different countries, cultures, categories, and companies. Fortunate because we can learn so much from them. And fortunate because we can see in real time what the marketer-landscape looks... http://www.bdn-intl.com/LessonsFromPoliticalMarketing.php Time is ticking down on the presidential election in the United States. We’re less than one-month away from going to the election booths to cast our vote for our next president. This has been a political battle between two candidates, more so... http://www.bdn-intl.com/GettyingACommonLanguage.php Every so often we get asked questions like, “How does Brand Character fit with Brand Essence?” Or “Is the brand’s Market Definition the same as its Source of Volume?” Actually, answering concept-distinction questions such as these requires http://www.bdn-intl.com/AreYouLosingYourPull.php At the time of this writing the economy is teetering on the brink of a meltdown, or so recent business failures, the news media and sell-offs on virtually all the major stock exchanges would suggest. This is not just a U.S. problem but also a world.. http://www.bdn-intl.com/LookingForAnAdd-Vantage.php Have you ever taken a critical look at the way your company measures market share? Of course, you have accepted that, if your brand is in the antacid category it only makes sense to measure its share of total antacids. But might there not be... http://www.bdn-intl.com/PartBCompellingPreference.php