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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.""
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.
Lots to learn from the hedgehog and the fox
To understand the spiny hedgehog and the sly silver fox, we must go back nearly three millennia.
Forging strategy for strengthening Stark County
An important report about recommendations for strengthening Stark County has huge ramifications for those of us who live, work and play here.
Walking line between corporate social responsibility, social division
We care more today about supporting companies whose values are aligned with our values. Corporate social responsibility is important.
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.
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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