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Lorraine Kessler

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Innis Maggiore - 2019 Super Bowl Ads

Seasoned Super Bowl advertisers win on defense

The Patriots, keepers of the Empire, struck back Sunday, marking the sixth win for the oldest coach and oldest quarterback ever to win a Super Bowl.

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Philly Dilly: Eagles Fly. Ads Flop.

Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds.

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Not Backing Down: "The King of Beers" Wins Best Positioning Ad of Game 50

Our pick for best positioning ad for Big Game 50 is Budweiser - America's #1 full-flavored lager, 140 years and going strong with no apologies.

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Trump Aside, HP's Problem Is Botched Brand Positioning

In the second Republican primary debate, Donald Trump took a shot at rival Carly Fiorina, claiming her tenure as CEO of Hewlett-Packard was a "disaster and continues to be a disaster." But the HP and Compaq merger wasn't a bad deal, but rather botched branding.

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Super Bowl XLIX Special Edition - Inflated Expectations for Super Bowl Branding?

There were no inflated expectations as far as the game went on Super Bowl Sunday. Deflated Seattle fans notwithstanding, the game delivered. There were no close calls, however, in choosing the best and worst of this year's Super Bowl ad lineup.

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Pick Super Bowl Ads Like the Pros

Eighty percent of Super Bowl ads don't sell. That's according to a new study by the research firm Communicus.

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2013 Super Bowl Ads: A Contrarian "PositionistView"

Despite Super Bowl XLVII's historic 35-minute third-quarter blackout, the Big Show of Super Bowl advertising, what actor Bob Odenkirk's character in the Samsung Galaxy ad calls, "El Plato Supremo!" went off with nary a hitch...

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Political Advice for Candidates and Marketers: Brand Perception Trumps Rationality

One of the primary principles of positioning is that minds don't change, at least not easily. If you are like me, the natural inclination is to argue with this principle. That's because most of us believe in the myth of the rational mind and disregard the power of brand perception. We believe or want to believe that we gather facts, analyze those facts objectively and then reach logical conclusions; we believe that brand perception has little or nothing to do with our decision...

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Repositioning: Push Brand Relevance to Rev Up Your Position

Building a strong brand is not easy. Few do it. It takes the right strategy for differentiation plus factors of focus and commitment as measured by time and money. Sometimes, repositioning is needed. Conventional positioning wisdom contends that getting to the top is harder than staying on top. But in a world where the cycle from champ to chump is shorter and shorter, I wonder. Have the dynamics changed? Perhaps... Fred was and is known for his persistence (and eventual strategic positioning of FedEx). He used the concept as the foundation for operations at his fledgling startup, but over the first several years, the company lost millions...

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2012 Super Bowl Ads

Before getting to the winners and losers among the 2012 Super Bowl ads, allow me to digress. Borrowing from ancient practical wisdom, two is better than one, three is better than two. Consider a cable. A cable is a stranded cord. No argument that two cords wound together are stronger than one. Three cords wound together are stronger and therefore better than two. Stretching the analogy, an advertisement that is entertaining can be good. An advertisement that is likeable is better. But, an advertisement that is entertaining, likeable and effective is best of all. Three cords are better than one...

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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

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...

Repositioning Can Deliver The Advantage Your Business Needs May 15, 2019

We hear often about repositioning in the world of marketing, but the truth is relatively few people truly understand what it means.Repositioning is about adjusting perceptions that already exist in the mind about your br...

Nike Tagline: How to execute the perfect tagline May 06, 2019

Gary Gilmore was strapped to a chair on the morning of Jan. 17, 1977, wearing a T-shirt and a bag over his head. He was to become the first person in the United States to be executed in a decade.He murdered a motel manag...

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