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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.""
Southwest Airlines Value Proposition Soars on Low-Price Strategy
The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea. Southwest founder and CEO Herb Kelleher knew in his head and his heart that his airline could own the position of “low price” in his category.
Positioning and Papa John's: Backstory of how positioning propelled pizza giant
Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back.
Building a Brand: Differentiate, strategize, target and shout from rooftops
Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.
Southwest Airlines: Aligning business strategy to brand positioning
Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing.
Test, learn, tweak to formulate business strategy
Learning to write and solve equations is the foundation of formal education for many of us.
Effective Advertising: Big question is whether to entertain or inform
Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.
Differentiation in Business: A marketing lesson from Mickey Mouse
Winning brands are desirably different in consumers’ minds. Differentiation in business is what helps them win.
Brand Reinvention: Reinvent or die
What do you do when even a good coat of polish doesn’t make your shoes shine anymore?
Business Growth: When is ‘too big’ too big?
Google, Amazon, Apple, Facebook and Microsoft are in a five-horse race to dominate global business.
Merging Data and Creative: Path to head goes through heart
Like scientists, many business folks have a deep-rooted belief that if they have all the information — all the data — they’ll be able to come up with the precise solution.
AWARD-WINNING WORK
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Find your brand positioning: Play your Cs to win in marketplace April 17, 2019
Do you ever feel like you’re throwing a wad of spaghetti against the wall and hoping some will stick?That is no way to win in the marketplace.The business with the right strategy and the commitment to carry it out inevit...
The Magnificent Seven: Best marketing books ever April 03, 2019
If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time.Hewlett-Packard co-founder David Packard famously said, “Marketing is far too importa...
Brand categories great for selling, lousy for unifying our world March 21, 2019
The numbers are mind boggling.Our amazing brains are wired with 100 billion cells, which researchers have found on average send signals 10 times per second. Each brain cell connects to 5,000 other brain cells, which mean...
Winning, compelling content inspires audience to engage, buy March 07, 2019
In a recent column, we quoted marketing guru Seth Godin’s profound observation, “Content marketing is the only marketing left.”Yes, compelling content marketing is that important.Content includes many tactics, from blogg...
Innis Maggiore wins Cancer Awareness Advertising Award for its Aultman Cancer Center work Learn More
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Innis Maggiore hires three associates, promotes agency veteran Learn More
Innis Maggiore earns two 2018 WebAwards Learn More