Scroll To Top

PositionistView

 

bl-pg12-social2.jpg

Making Sense Of Social Media Planning

Innis Maggiore is often asked how we go about social media planning. Clients want to know what can be done in the social community space to create competitive advantage. With failure after failure of big corporations trying to "do social media," one reminder is clear: don't try to be what you aren't. Wal-Mart is low price, not a social community. Coke is the original beverage, not a social community. Like so many other companies and products, they've both failed and continue to fail miserably in their social media planning...

bl-pg12-tropicana.jpg

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."...

bl-pg12-obama.jpg

Barack Obama's New Media Fundraising

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

bl-pg12-macpc.jpg

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?...

bl-pg13-starbucks.jpg

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...

bl-pg13-slogan.jpg

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...

bl-pg13-innis.jpg

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?"...

bl-pg13-differentiate.jpg

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...

bl-pg13-progressive.jpg

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.

bl-pg13-brands-1.jpg

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...

1 ... 20 21 22 23 24

AWARD-WINNING WORK

Goodyear

Leadership through technology.

View Work
Aultman

Leading our community to improved health.

View Work
PURELL

Protecting us from the spread of germs.

View Work
Smith's

Tradition you can taste.

View Work
GuideStone

Performance guided by values.

View Work
BellStores

Keeping the family on full.

View Work
Custom Auto Body

Custom to the rescue!

View Work
Artisa

Live Life Uncottaged

View Work
GOJO

Leader in skin health and hygiene.

View Work
Stark Community Foundation

Connecting people to the causes they care about.

View Work
Baird Brothers

Old school hardwood. Modern accessibility.

View Work
MID'S

True Sicilian pasta sauce.

View Work
Beese Fulmer

Stay rational. Invest long term.

View Work
CSE Federal Credit Union

The Local Alternative

View Work
NILodor

Invented Pet Odor Control Technology

View Work
Stark Library

Where everything is free®

View Work
Kimble

The Future of Waste Management

View Work
Massillon Museum

Art & History Come Alive!

View Work
Old Carolina

Authentic Carolina-style barbecue.

View Work
Smoke The Burger Joint

Burgers smokin' with attitude.

View Work
Baja West Coast Kitchen

Fresh food with a West Coast vibe.

View Work
MCTV

Going the extra smile.

View Work
Republic Steel

Steel Republic Steel.

View Work
Second Harvest

Serving the community.

View Work
Trumbull Metro Housing Authority

Building a solid future for those in need.

View Work
Fair Housing Law Center

Fighting for Equal Housing

View Work

POSITIONISTVIEW® View All Subscribe

Seven ways to win in a commodity market September 04, 2019

Many of the more than 5 million businesses in the United States compete as commodities hamstrung by not understanding how to grow and thrive.On the monopoly-to-commodity continuum, the closer one is to the commodity side...

Digital Marketing vs Sales: Digital dictates need to reset sales and marketing August 22, 2019

When I was a kid and my dad wanted to buy a car, the first place he would go was the car dealership.Dad wanted information and the car dealer had it. The dealer used that information as bait to get you in to the dealersh...

Trout's seven 'Abouts' shape marketing strategy July 25, 2019

Marketing strategy is first about finding your difference, then finding the best way to get your differentiating idea into the minds of your prospects and customers.The explosion of choice for the consumer is the direct ...

Want to be like Buffet and Socrates? Read! July 10, 2019

No less an authority than Warren Buffett believes reading is essential to business success. A Columbia University student asked Buffett what he could do to prepare for his career. Buffett thought for a few seconds ...

AGENCY NEWS View All RSS

Innis Maggiore among 2019 Telly Award winners for Smith’s TV spot Learn More

Haidet awarded Innis Maggiore Endowed Scholarship for Communications Learn More

Innis Maggiore Only Full-Service Agency in Ohio to Achieve SharpSpring’s Gold Certification Partner Status Learn More

Innis Maggiore hires web developer and project manager, and promotes art director Learn More