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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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Size Doesn't Matter! Marketing Focus Does.

Marketing is the distinguishing, unique function of business. To those of you in leadership positions: The foundation of effective leadership is thinking through the organization's difference, defining it and establishing it, clearly and visibly. You have to have a well differentiated brand to survive today.

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Domino's Positioning: Are You Gonna Finish That Cardboard?

We Guarantee a Bad Product - Fast!
Let me see if I have this right: A major brand is spending lots and lots of money telling us that for years and years its product has always been lousy. Until now, that is. Thanks, Domino's.

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We've crossed the 'creepy' line

Have Google and Facebook crossed the creepy line?

Former Google Chairman and CEO Eric Schmidt once said, "There's what I call the creepy line, and the Google policy about a lot of these things is to get right up to the creepy line but not cross it.

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Freshness, Flavor Keep Customers Coming Back to Muggswigz

Coffee shop has earned local, regional and national accolades; owner has traveled the world to bring the best in coffee back home to Northeast Ohio. It doesn’t look like Alex Haas will need to implement his fallback plan after all.

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An authentic positioning lesson from the soda formerly known as Coke

Labels are for cans, not people. It's a nice sentiment any way you cut it, and Coke would have us believe it thinks so, too, by dropping its name from the can.

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A New Year... A New Day For The Google Page Listing

With the velocity we face in the digital age, a review of what we "know" reveals that it doesn't take a year for that knowledge to become outdated. In fact, sometimes it only takes a few weeks.

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Yo Ho! Pirate Ship weighs anchor with brand distinction in a sea of sameness

Not long ago, I got an email from LinkedIn with a digest of “Top job picks for you. ” I’ve been at Innis Maggiore for over two decades and am not in the market to change that, but the first listing caught my eye.

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Brand Analytics: Measuring Via Online Positioning Analysis

Is it possible that brand analytics about how well your position resides in the customer's mind is as simple as googling your brand name? Or perhaps searching your difference?

This approach almost seems too elementary, but if you don't rank in the top position for the basic keywords that make up your…

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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.

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