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Tropicana: A Lesson In Brand Creative

There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative. In case you didn't know (because of how swiftly it disappeared from stores), the orange juice giant changed their product packaging from the perennial concentration (pardon the pun) on the image of the straw sticking out of an orange to a graphic they felt was a bit "juicier."...

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Barack Obama's New Media Fundraising

The story of Obama's success is very much a story about new media fundraising.

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Grading Top Ads on Creative Positioning

Creative positioning is essentially the art of expressing a differentiating idea while, at the same time, standing out in a cluttered media landscape. Before we begin grading others, it's time for a pop quiz. Name your ten most memorable recent advertisements. Top five? Can you remember any? And, if you can, can you recall what product or service they were trying to promote? One more question. did any of the ads prompt you to respond?...

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Starbucks: Get Back To Being Unique

An article in the the Columbus Dispatch touted that Starbucks was taking cues from its cheaper rivals. That they were seeking part of the 'value' pie. What a ghastly mistake. The first rule of positioning, in fact a commandment, is that a product, service, a company, even an individual can only stand for one thing in the mind of the prospect. Positioning is about brand differentiation. In Starbuck's case, its uniqueness is its position...

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Don't Ask Me For A Marketing Tagline

I'd like to turn your attention to the topic of branding, dispelling some common notions about what branding is, and what it is not. For starters, it is not a marketing tagline...

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What is Positioning in Marketing? Why it's the CEO's Number One Role.

For so many years, CEOs have focused on doing things better. For a long time, this approach worked. However, a problem has surfaced over recent years as we realize that this approach is simply not working anymore. Being better has become a basic requirement: it is what it takes just to stay in the game. Your prospects and customers have come to expect a higher level of quality and service, and, as a result, quality and service are no longer differentiators. Before you make your next marketing move. You should be asking, "what is positioning?"...

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Differentiating Your Brand

Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®. As part of the Appreciative Discovery, the following differentiating filter was developed. It is a three-part filter, a proof, for validating the positioning or differentiating idea. Only ideas that score 100 percent pass. We call it the 3-Cs test...

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Progressive's Brand Identity: In or Out?

Remember the 1997 movie called In and Out? It starred Kevin Kline as Howard Brackett, a Midwestern high school teacher who questioned his sexual identity after being pronounced gay on national TV by an Academy Award-winning former student. If this weren't a movie title, it might be a commentary on Progressive Insurance. Like the character in the film confused of his sexual identity, they seem confused of their brand identity. The company simply can't seem to identify if it is in or out of the buy direct space. As a result, it may be more out than in as a top brand, having recently dropped to number four behind Geico.

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A Guide to Brand Positioning

The brand is the most important asset that a company has. Half of Coke's total value is attributable to its brand, over $70 billion. Disney's brand contributes 68 percent to its overall value. McDonald's brand contributes an astounding 71 percent! A brand is not just the logo or name for a product or service. Brands that are built to express the differentiating idea, inherent to a specific business model and its resulting product, will create value beyond what the product was originally designed to deliver...

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AWARD-WINNING WORK

Goodyear

Leadership through technology.

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Aultman

Leading our community to improved health.

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PURELL

Protecting us from the spread of germs.

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Smith's

Tradition you can taste.

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Artisa

Live Life Uncottaged

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BellStores

Keeping the family on full.

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CSE Federal Credit Union

The Local Alternative

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GOJO

Leader in skin health and hygiene.

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Baja West Coast Kitchen

Fresh food with a West Coast vibe.

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Old Carolina

Authentic Carolina-style barbecue.

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Custom Auto Body

Custom to the rescue!

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NILodor

Invented Pet Odor Control Technology

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MID'S

True Sicilian pasta sauce.

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Baird Brothers

Old school hardwood. Modern accessibility.

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Stark Community Foundation

Connecting people to the causes they care about.

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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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Beese Fulmer

Stay rational. Invest long term.

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JOMAC

Powerfully Light

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MCTV

Going the extra smile.

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Republic Steel

Steel Republic Steel.

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Second Harvest

Serving the community.

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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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Kimble

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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POSITIONISTVIEW® View All Subscribe

Ground control to Elon Musk October 10, 2018

Elon Musk is widely known for his willingness to invest his mind and his riches to stretch the envelope on a variety of frontiers, from automobiles to software to outer space travel.Along the way, Musk has been the archi...

Nike's campaign with Kaepernick brilliant September 26, 2018

Nike just did it.We were taught in business school not to mix the brand with politics. Conventional branding wisdom says it would be brand suicide.Nike's 30th anniversary "Just Do It" campaign features an unretouched bla...

‘Positioning map’ can reveal your competitive advantage August 29, 2018

Today, more than ever, businesses need the right strategies to compete and win in the hyper-competitive marketplace. No market or industry is exempt from the need to focus on and adjust the way they’re doing business.To ...

Brand Extension: Mayo move spread Heinz too thin to win August 15, 2018

It happens every time I give talks here and around the country on brand positioning and brand extension.Rather than using PowerPoint presentations, I use products as props. When I hold up a jar of Heinz mayonnaise as an ...

AGENCY NEWS View All Subscribe

Innis Maggiore earns two 2018 WebAwards Learn More

Stahler Awarded Innis Maggiore Endowed Scholarship for Communications Learn More

Innis Maggiore earns District 5 ADDY Award Learn More

David Collins named as an Innis Maggiore shareholder Learn More