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Apr 20, 2020
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Business
How to Market During a Crisis
Spending on advertising right now might seem counterintuitive. However, every study shows that those companies who market during a crisis come out on top. Just don’t alter your message by pandering. Focus your messaging even more on your difference so you can gain even greater share of the mind.
Brand a place like Canton: We can score big if we go all in
Canton and the National Football League have been the perfect pair for nearly 100 years, the peanut butter and jelly of the sports world.
Diebold thrives on nearly 160 years of brand reinvention
Diebold Nixdorf, as Diebold is known today following the acquisition of its major German rival, is the embodiment of a company that has responded well when the time came to...
Focus key to our Stark County economy
Whether local leaders who are mustering up an initiative to reverse our community’s economy will succeed depends largely on the resources at their disposal, the degree to which true collaboration...
Businesses, markets ride pendulum of brand change
Americans elected Barack Obama, then eight years later elected Donald Trump. The pendulum swung and, by virtue of the differences between Obama and Trump, it is reasonable to deduce that...
Business Strategy: After finding your ‘why,’ it’s time to execute
Vision without execution is hallucination.
Company Focus: Know your ‘why’ to focus on ‘where’ and ‘how’
In last week’s column, we discussed the importance of finding your “why” — the reason your company does what it does beyond making money. It’s wrapped around a higher purpose.
Company Mission: Why does your company do what it does?
Why do we pay $1,000 for an iPhone X? Why do we pay $5 for a cup of coffee?
Think like a start-up when developing your company mission
Early and often over the history of this column our counsel has been about the importance of strategy in marketing our products and services and in the company mission.
Supporting Local Business: Think outside ‘big box’
According to a recent report, Stark County’s population will continue to decrease, get older and have fewer dollars if our community stays on its current trajectory.
