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/GatoradeNewCampaign.php It seems we have, time and again, spot-lighted the Gatorade brand in these DISPATCHES. But, honestly, it's hard not to. The 70%+ dollar share brand has for so long done so many things well - starting with implementing a perceived-differentiated... http://www.bdn-intl.com/DraftingOnSteveJobsLegacy.php Steve Jobs left quite a legacy. He was the Marketect of our generation. He was at the forefront in creating, and or recreating, several industries; personal computers; animated films (Pixar); the way we consume music (iPod, iTunes): mobile phones... http://www.bdn-intl.com/TheAddedValueOfTrade-Up.php In recent years, we have devoted a fair amount of DISPATCHES space to the subject of Marketing Objectives. And for good reason: despite the fact that MO's are among the most basic of marketing concepts, many brand marketing plans that we see either.. http://www.bdn-intl.com/NYResolutionsForMarketers.php Again, Happy New Year to each of you. We've a correction to this week's DISPATCHES podcast. This provides the link to the appropriate podcast offering resolutions for marketers to help make marketing matter more in 2012. These are not resolutions to http://www.bdn-intl.com/InsightOrUnsight.php With the start of a New Year, what better time than now to come up with a new word? Over the past years we have, from time-to-time, coined some new marketing terms: for example, Marketect, Pro-sitioning, and Add-valuate. Typically, we coin... http://www.bdn-intl.com/Xmas2011.php Happy Holidays to all our friends out there. Please click below for a further message. http://www.bdn-intl.com/ConnectWithFeeling.php What do we mean by "connect with feeling" and what does that have to do with marketing anyway? Read on... http://www.bdn-intl.com/TheCXreativeBrief-WhatIsTheObjective.php So many things in marketing are so fundamental. No doubt, the same can be said on virtually any profession. How often do we hear top-notch athletes and their coaches extol the virtues of http://www.bdn-intl.com/AnotherMarketect.php On Saturday, 19 November 2011, John Smale, passed away. Many of you may not know of Mr. Smale, as he is from an earlier generation of business leaders. He shunned the limelight, avoided interviews and resultant celebrity... http://www.bdn-intl.com/TwoEditorials.php Writing these weekly Dispatches articles gives us a chance to (a) share our current and past experiences - and what we have learned from them; and (b) speak up about a principle or best practice we feel passionate about. But sometimes, these articles