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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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