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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.""
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...
Business Strategy: After finding your ‘why,’ it’s time to execute
Vision without execution is hallucination.
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.
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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 —...
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