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Niche Up for Success

With a GDP of nearly $20 trillion and a citizenry accounting for more than a quarter of the global household consumption, the United States is inarguably the most hyper-consumer economy in the history of the world. Hyper-consumerism begets hyper-competition. Hyper-competition is the No. 1 problem facing marketers today.

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Big Brand News! Pepsi No Longer #2; Dr. Pepper Rises

If you’re familiar with the term “Cola Wars,” you’re young enough to know that it has always been and was always supposed to be: Coke v. Pepsi. The Taste Test. New Coke. Mean Joe Greene. Michael Jackson. The Polar Bears. Tina Turner. The Super Bowl Half-Time Show.

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How are positionists leveraging AI in marketing?

AI is no longer a buzzword. It’s reality. Though the technology has existed for decades, it’s finally reached its peak momentum in terms of our awareness.

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Differentiating Your Brand

Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®.  

As part of the Appreciative Discovery, the following differentiating filter was developed.

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Boost sales with branded packaging design that aligns with your position.

If you’re a consumer product manufacturer, you’ve undoubtedly marketed your product through a variety of advertising, media, and PR tactics.

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Google Reverses Its Decision — Third-Party Cookies are Back!

Google announced its initial intentions to eliminate third-party cookies in 2020. While the decision was based on protecting the data privacy rights of users, companies and marketers were left racing to replace them.

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The Next Fifty Years of Positioning: the 2020s and Beyond

Where do you go when you’ve already experienced an inflatable billboard and an erasable man; hospitals, MEDsquads, flowers, and funerals; the first chicken that tastes like chicken served with the first cottage cheese with fruit inside; from spray tans and car washes to dust control and hazmat protection; pasta sauce,…

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Generational Marketing: How can brands reach Gen Z?

Brands have always been focused on tailoring their approaches to various demographics, among them being generations. From messaging to tactics, brands must crack the generational marketing code for every demographic to achieve the best results.

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You Have Their Attention – Now Get Their Trust

Whether it’s as simple as a handwritten sign reading “Lemonade Stand,” or as complex as a Super Bowl commercial, attention marketing can be reduced to winning the gaze of the prospect. This challenge isn’t an easy one.

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A CEO’s Guide to PR Crisis Management

Maybe it’s something in the air … or maybe even in the onions, but it’s clear that something’s rotten in the state of PR crisis management strategies.

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