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Jack Trout: The 5 Tests of Obviousness

At Innis Maggiore's "Breakfast with Jack Trout" event, Jack Trout spoke of "The Five Tests of Obviousness." He wrote more about these tests in his latest book, In Search of the Obvious.


Planning Your Participation in Social Media

As part of planning your level of participation in social media, you'll first need to consider media from the available landscape listed in the second installment. Based on those media you choose, decide the level at which you want your organization to participate in social media...


Viral Video Marketing: How Being Different, Relevant, & Good Can Get You Far

By now, you and nearly the entire world has had the opportunity to see and hear about the viral video for Susan Boyle, the dowdy-looking Scottish woman who appeared as a contestant on Britain's Got Talent, and shocked everyone with her incredible voice...


Repositioning with Crisis Communication

This is a situation when the economic environment forces a change inthe strategy to reflect the times. These economic times are not just uncertain. They are unprecedented. Some marketers tend to think, "Let's wait and see what others do." The problem with this attitude is that when it is time to act, the war will be over...


Change Communication: Repositioning

Repositioning is also how a marketer copes with change from disruptive,next generation products, says Jack Trout. "Technology can force you to adapt your brand to changing circumstances," says Trout. But you must never lose contact with your basic position...


Repositioning The Competition

Repositioning the competition is about hanging a "negative perception on the competition as a way to set-up a positive perception for your company, product, or service," says Trout. Crucial to success of the strategy, the negative must come from "a simple observation the public can verify themselves." You can't make up a negative. It has to have a basis in reality...


Ten Common Online Marketing Mistakes

At Search Engine Strategies Conference in New York, I shared experiences with search marketers from around the world. We love sharing our successes.


Size Doesn't Matter! Marketing Focus Does.

You have to have a well differentiated brand to survive today. The world has gotten smaller and as it shrinks, the density of competitive products and services has exponentially thickened. The level of competition will not decrease. It will increase. It is not going to level out. Things are going to get much more difficult. What's the future? With all this competition, we have entered the age of specialization...


Uncovering the Social Media Landscape

In the first installment on social media planning, Innis Maggiore suggested that you always insist on a media plan regardless of the media. Social media is simply a subset of all available (traditional and new) media. Avoid the newness hype and be wise. Any tactics used should be carefully planned and executed. Part two of this series will help you navigate the social media landscape...


The Key To Failure: Hyper-Commoditization

Rite Aid. General Motors. Krispy Kreme. Sbarro. Dollar Thrifty. Trump Entertainment. What do these brands have common? They're all expected to go under this year. What is behind this failure?...

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Custom Auto Body

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Stark Community Foundation

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Baird Brothers

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Beese Fulmer

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CSE Federal Credit Union

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Old Carolina

Authentic Carolina-style barbecue.

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Invented Pet Odor Control Technology

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True Sicilian pasta sauce.

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Stark County District Library

Where everything is free®

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DRB Systems

Transforming the car wash industry.

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Smoke The Burger Joint

Burgers smokin' with attitude.

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Powerfully Light

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Republic Steel

Steel Republic Steel.

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Second Harvest

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Specialty Pipe

Their speciality is being the best.

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Trumbull Metro Housing Authority

Building a solid future for those in need.

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Fair Housing Law Center

Fighting for Equal Housing

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The Future of Waste Management

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Massillon Museum

Art & History Come Alive!

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Bird Technologies

The RF Experts

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Verisk 3E

Intelligent compliance. Sustainable progress. A safer world.

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Repositioning Can Deliver The Advantage Your Business Needs May 15, 2019

We hear often about repositioning in the world of marketing, but the truth is relatively few people truly understand what it means.Repositioning is about adjusting perceptions that already exist in the mind about your br...

Nike Tagline: How to execute the perfect tagline May 06, 2019

Gary Gilmore was strapped to a chair on the morning of Jan. 17, 1977, wearing a T-shirt and a bag over his head. He was to become the first person in the United States to be executed in a decade.He murdered a motel manag...

Find your brand positioning: Play your Cs to win in marketplace April 17, 2019

Do you ever feel like you’re throwing a wad of spaghetti against the wall and hoping some will stick?That is no way to win in the marketplace.The business with the right strategy and the commitment to carry it out inevit...

The Magnificent Seven: Best marketing books ever April 03, 2019

If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time.Hewlett-Packard co-founder David Packard famously said, “Marketing is far too importa...


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