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""Great advertising is hard. Surround yourself with thinkers, dreamers and doers. When the right strategic idea (position) strikes the right creative, it's electric. It has the power to transform human behavior. Unless your advertising is built on this big idea, it will pass like a ship in the night.""
Brand Extension: Mayo move spread Heinz too thin to win
It happens every time I give talks here and around the country on brand positioning and brand extension.
Think digital branding in today's B2B sales
Brand positioning is designed to tee up sales — a mission as important as ever with today’s plethora of digital branding opportunities to engage and motivate our customers and prospects.
Branding & Social Responsibility: Ability to respond an important responsibility
Terrell Owens, the former NFL All-Pro receiver, unprecedentedly is passing on attending his Pro Football Hall of Fame induction ceremony in Canton. It's a case study in branding and social responsibility.
Brand Repositioning Misses: Lessons from Toys ‘R’ Us
Beyond my office window, directly across Whipple Avenue, sits the once mighty, and now vacant, Toys “R” Us building.
Listening to customers improves understanding
Jack Welch, longtime CEO of General Electric, was known for his wise counsel on all manner of business matters.
Competitive Business Strategy: Find your playground
Does your business have a clear and well-articulated statement of strategy?
Find your business’ marketing Holy Grail
In the Christian tradition, the vessel Jesus and his disciples used to drink wine at the Last Supper is called the Holy Grail.
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.
How to build durable competitive advantage
Warren Buffet, the “Oracle of Omaha” and arguably one of the greatest investors of all time, is a man whose perspective is widely respected across a variety of business disciplines.
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...
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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 ...
Advantages to being first June 27, 2019
One of the easiest ways to be remembered is to be first.Do you remember who was the first person to fly solo across the North Atlantic? Charles Lindbergh, of course. But who was the second? He was Bert Hinkler, considere...
7 greatest brand positions excel in 3C test June 12, 2019
Brands that become great do so because their positions pass the 3C's test with straight A's.All great brands have clearly defined ideas that differentiate against competitors. That's the first C. Their ideas are highly m...
Deming’s gift to marketers: Test. Optimize. Repeat. May 30, 2019
William Edwards Deming is credited with launching the Total Quality Management movement that is the groundwork for our modern emphasis on efficient and effective manufacturing.Among his many accomplishments, Deming popul...
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
Innis Maggiore wins Cancer Awareness Advertising Award for its Aultman Cancer Center work Learn More