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Dick Maggiore

""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.""

Innis Maggiore - Pendulum  of Brand Change

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...

Innis Maggiore - Business Strategy

Business Strategy: After finding your ‘why,’ it’s time to execute

Vision without execution is hallucination.

Innis Maggiore - Company Focus

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.

Innis Maggiore - Company Mission

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?

Innis Maggiore - Start-Up Company Mission

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.

Innis Maggiore - Supporting Local Business

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.

Innis Maggiore - Super Bowl Advertising Effectiveness

Super Bowl Advertising Effectiveness: winners and losers

Silly and sentimental. Advertisers play it safe this year.

Innis Maggiore - Super Bowl Advertising

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.

Innis Maggiore - Niche Differentiation Strategy

Niche Differentiation Strategy: Mine riches in niches

Charlie Munger knows a bit about making money.

Innis Maggiore - Big Data and Business

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.

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AWARD-WINNING WORK

Goodyear

Leadership through technology.

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Aultman

Leading our community to improved health.

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PURELL

Protecting us from the spread of germs.

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Smith's

Tradition you can taste.

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GuideStone

Performance guided by values.

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BellStores

Keeping the family on full.

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Custom Auto Body

Custom to the rescue!

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Artisa

Live Life Uncottaged

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GOJO

Leader in skin health and hygiene.

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Stark Community Foundation

Connecting people to the causes they care about.

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Baird Brothers

Old school hardwood. Modern accessibility.

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MID'S

True Sicilian pasta sauce.

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Beese Fulmer

Stay rational. Invest long term.

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CSE Federal Credit Union

The Local Alternative

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NILodor

Invented Pet Odor Control Technology

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Stark Library

Where everything is free®

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Kimble

The Future of Waste Management

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Massillon Museum

Art & History Come Alive!

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Old Carolina

Authentic Carolina-style barbecue.

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Smoke The Burger Joint

Burgers smokin' with attitude.

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Baja West Coast Kitchen

Fresh food with a West Coast vibe.

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MCTV

Going the extra smile.

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Republic Steel

Steel Republic Steel.

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Second Harvest

Serving the community.

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Trumbull Metro Housing Authority

Building a solid future for those in need.

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Fair Housing Law Center

Fighting for Equal Housing

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POSITIONISTVIEW® View All Subscribe

Moral-based capitalism still best bet February 19, 2020

Fictional character Gordon Gekko uttered a famous line that is far from fictional in describing the worst of capitalism.“The point is, ladies and gentlemen, that greed ... is good. Greed is right. Greed works,” said Gekk...

Super Bowl LIV Advertising: The game behind the game January 28, 2020

(As seen in Crain’s Cleveland Business.)
Will more brands brave the political fray in 2020?For many years, advertisers were cautioned not to mix brands with politics. Conventional wisdom said choosing sides was commercia...

Get your 3M’s right to grow your business January 15, 2020

Start this year off right by fixing your marketing to deliver the advantage your company deserves.Most of your troubles can be solved by effective marketing. If you’re not able to keep customers and find news ones, nothi...

Top four marketing trends for 2020 December 18, 2019

Marketers are advancing into the new Roaring '20s as technology innovations continue at warp speed to power the ways in which we interact with our customers.To remain competitive — to retain and grow your customer base —...

AGENCY NEWS View All RSS

Innis Maggiore earns two 2019 WebAwards Learn More

Innis Maggiore creative agency promotes DeMeo to creative director, hires Remark as project manager Learn More

Innis Maggiore Celebrates 40 Years of Brand Positioning Work for Custom Auto Body Learn More

Innis Maggiore among 2019 Telly Award winners for Smith’s TV spot Learn More