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Don’t Dare Call It “McDonut”!

How sweet is the McDonald’s/Krispy Kreme cross-promotion strategy?

Lots of people like McDonald’s. Lots of people like Krispy Kreme.

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Positionist Picks: 2011 Super Bowl Ads

The Best and Worst "Positioning" Ads of the Super Bowl

The big game is over, but ratings, rankings and commentary on which Super Bowl advertisements and positivists fared the best and worst (fueled by the churn of Internet and social media, Facebook, YouTube, Twitter, news.

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Can Color Affect Your Brand Positioning?

Or, does your brand positioning affect the colors you choose to represent it? The answer should be a resolute "yes" to both questions! Can you imagine drinking a bottle of Coke imprinted with a blue label rather than the familiar red and white? What if you pulled into a BP…

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Support Local Retail: It’s a jungle out there

As Amazon and other online operators change retail’s landscape, who will survive? If we don't support local retail, it may disappear. Not so many years ago, if you heard someone explaining the Amazon effect, you could assume it was about trashing the rain forest.

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Brand Repositioning Misses: Lessons from Toys ‘R’ Us

Beyond my office window, directly across Whipple Avenue, sits the once mighty, and now vacant, Toys “R” Us building.

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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.

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Earning Customers' Trust Helps Grove Appliance Stand the Test of Time

Some things haven’t changed much since E. J. Grove started his own refrigeration business in Alliance in 1935. The foundation of E. J. ’s business model was to provide quality workmanship and products at a fair price with excellent service. Fast-forward 83 years to 2018.

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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. "El Plato Supremo!" is Right.

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K Carpet & Rug Gallery Handles Stark County's Needs, From the Floor Up

Hard work and a customer focus have led to more than 50 years of steady success for Stark County's leading flooring specialist. K Carpet & Rug Gallery, at 4611 Everhard Road NW, has Stark County covered. Literally. Well, at least its floors.

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The Bare Essence of Brand Positioning Identity

I've noticed a trend lately toward minimalist brand communication on packaging.

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