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Repositioning: Can BP Clean Up Its Marketing Mess?

I worked for BP 11 years, as copywriter and creative director at its agency prior to the Amoco merger.

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Website Accessibility: The Right Thing to Do

It’s no secret, the digital marketplace is at the forefront of our economy. Not surprisingly, websites are one of the most popular digital marketing tools available. Your website offers consumers a variety of information, from the story behind your brand, to the characteristics that make your products different.

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A Tale of Brand Meaning: LeBrand, The Champ. We, The Chumps.

It was 9:27 p. m. on July 8, 2010 that redefined Greenwich Mean Time, as that was the time LeBron James changed his brand meaning and kicked Clevelanders in their nether regions with malice on a nationally televised unspectacular spectacle from the Connecticut suburb.

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Living the Life of a Positioning Consultant

There was a time when advertising and PR agencies not only wanted to be marketing partners with their clients, but they actually were. In a 2008 Advertising Age article, positioning consultant Al Ries said, "An advertising partnership should operate in much the same way as a marriage partnership.

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2011 New Media Trends to Watch

We've had several clients ask us about 2011 new media trends, so here's a summary of my thoughts about what may transpire this year:

Facebook continues its rise. As Facebook approaches a billion global users, we're seeing only the beginning of big things from this social network.

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Can New Packaging Enhance a Brand Position?

The Skinny on Diet Pepsi's New Can

After nearly two years of marketing dormancy, Diet Pepsi is introducing a new package for the brand -- the skinny can -- to reacquaint itself with current customers and entice new ones to try the product.

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Google Punishes (And Rewards?) AI-Generated Content

Over the past year, the presence of AI-generated content has exploded across platforms like Google, including everything from generative fill to social media posts to blog articles. With numerous programs available to users, plenty have benefited from meeting today’s content marketing volumes.

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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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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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Five Influencer Marketing Tips for 2023

Influencer marketing is nothing new. In fact, it dates to the 18th century. But it’s evolved greatly, and you may need an influencer marketing agency to navigate the new reality. Today, influencer marketing is the word on the street throughout the social media world.

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