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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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Perception in marketing is reality
Brand can’t stand for two disparate ideas or dominate two categories. Perception in marketing will not allow it.
The decision not to allow your brand to stand for more than one cohesive idea is difficult, but not as difficult as actually sticking with the decision.
What we can learn from Xerox and brand failures
Company failed (and failed again) when it strayed from its established core position. The basic positioning principle applies regardless of the size of your business or whether you sell to consumers or other businesses.
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Should Deep Discounting Be One of Your Positioning Tactics?
As I mentioned in my first article of the year on 2011 new media trends, there are a lot of exciting trends on the horizon and many new media options starting to settle in as excellent positioning tactics.
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Did Jaguar Commit Brand Suicide?
I’ve been asked about a couple dozen times now, “What did you think of that Jaguar ad?” My response is always, “Well, it’s interesting…” and I stop there because most people have already formed their opinions, and it’s typically, “It’s awful.
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Tradition, Consistency & Creativity Drive Biery Cheese's Success
Family business' cheese sold nationwide, and in 23 countries; employs 500 locally. When Norman F. Biery founded the business that would become Biery Cheese in 1929, he was working hard to get his family through the Great Depression.
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Forging strategy for strengthening Stark County
An important report about recommendations for strengthening Stark County has huge ramifications for those of us who live, work and play here.
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Louisville's Enviroscapes Strives to be World's No. 1 Landscape Company
Stark County-based business employs 265 people at six locations, and already is in the top two percent of landscape companies in the nation. Being an entrepreneur often means building a business from the ground up. That’s what Todd Pugh, CEO of Enviroscapes, did. Literally.
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Winning, compelling content inspires audience to engage, buy
In a recent column, we quoted marketing guru Seth Godin’s profound observation, “Content marketing is the only marketing left. ”
Yes, compelling content marketing is that important. Content includes many tactics, from blogging, vlogging and social media posting to e-books, webinars, podcasts and email.
Building Durable Competitive Advantage
Warren Buffet, the “Oracle of Omaha” and arguably one of the greatest investors of all time, is a man whose perspective is widely respected across a variety of business disciplines. His yardstick for selecting companies in which he might invest also measures up in the brand-building world.
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