Scroll To Top
""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.""
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.
Super Bowl Advertising Effectiveness: winners and losers
Silly and sentimental. Advertisers play it safe this year.
Super Bowl Advertising: Will advertisers ‘show me the new’ in Super Bowl LII?
In Super Bowl advertising, it might be the year of the familiar — familiar advertisers, familiar celebrities, familiar teasers, familiar promotional stunts and humor.
Niche Differentiation Strategy: Mine riches in niches
Charlie Munger knows a bit about making money.
Big Data and Business: 2018 is the year of the algorithm
Making predictions is risky business, but putting our heads in the sand might be even riskier.
Your brand DNA sets the course
The end of another year is a good time to reflect and work on your business rather than in your business.
Positioning in Digital Marketing: Start with positioning to win online search
In the 1970s, Jack Trout and Al Ries first coined the term “positioning” for use in the field of marketing.
AWARD-WINNING WORK
POSITIONISTVIEW® View All Subscribe
'Content marketing' lifts brands, engages customers December 12, 2018
Bed Bath & Beyond, IBM, Goldman Sachs, Taco Bell, GoPro and Twitter all have at least two things in common. Each understands the need to win online, and each has an award-winning content marketing strategy.Content market...
Crunch numbers to calculate advertising investment November 28, 2018
An investment in advertising is key to driving sales and growing the organization, but despite its importance, an advertising budget is a difficult decision for many companies.Jef Richards, professor and chair of the Dep...
Sears' saga found in snowblowers November 14, 2018
Former Sears executive Steve Goldstein was so shocked when he found snowblowers for sale at his company’s Miami store that he wrote the book, “Why are there Snowblowers in Miami?”That is but one of myriad anecdotes in Se...
Want to win in Business? Google it October 25, 2018
Your business and your competitors have been Googlized.Google is the new Yellow Pages for everything. If we want to know how many times man landed on the moon, we Google it. If we want to lease a copier or hire a financi...
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