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The Bidlack Strategy Sheets

Read and download our helpful Strategy Sheets to guide and focus your communications thinking, and to get a feel for the Bidlack marketing communications philosophy. They can also be a valuable homework assignment prior to working with us, to help you define your business challenges and goals.


The Candy Bar Descriptor

Letting Your Prospects Know What’s Inside

A CANDY BAR DESCRIPTOR is a Bidlack term for a succinct line of copy, suitable for use with a mark or logo, which describes the product, service, and/or core purpose of an organization — in short, its ingredients. In a sense it answers the question posed by the logo or mark.

But it is not a slogan or advertising tag line.

A Candy bar Descriptor vs a Slogan

While the slogan usually presents the organization’s promise through stylistic expression, the candy bar descriptor straightforwardly presents the ingredients, allowing the audience to quickly and accurately grasp purpose and function, and to allow an instant understanding of what differentiates the organization from its competition.

Larger, better-known organizations or products have less need for a candy bar descriptor, while smaller, lesser-known organizations have a greater need for one. With time comes familiarity, but sales must be made in the meantime.

And organizational names alone rarely present enough information to prospective customers. Adding a candy bar descriptor allows the prospective customer to know what’s inside.

The Difference Between Candy bar Descriptor and a Slogan

What is Getability, and why do you care? Read Strategy Sheet 3: The Getability Checklist


Download Bidlack Strategy Sheet 1: Communicating With The Black Dog