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Watch Out for That New Media Advertising Magic Pixie Dust!

"We need to do social media!" exclaimed the CEO. "My kids are telling me it's the thing to do!" He continued, "If we could just get a few tweets out there, we could solve all of our problems. " Everyone's looking to new media advertising to change everything.

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ArtsinStark: The arts color Stark County’s brand

If I were a painter, I would love adding color to my canvas. If I could sculpt, my clay would take the shape of inspirational people. If I could sing, my song would be joyful.

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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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The Perfect Start-Up: Positioning a Brand for Success

Imagine you have a great idea for a new product or service. The business plan is written and the profit potential looks promising. The brand name is memorable, the target audience has been identified and the distribution channel has been established.

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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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Xerox Stretches its Brand Positioning

The lead sentence in a recent Wall Street Journal article reads, "Xerox Corp. is launching its most expensive advertising campaign in two decades, as Chief Executive Ursula Burns looks to reposition the company as more than just a copier maker.

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Throughout Turnaround, Union Metal Keeps 'Getting Better Every Day'

Historic Canton light pole manufacturer gets second chance to make an even bigger mark in the important industry it helped to shape. Successful manufacturing operations are driven by innovation, productivity and safety. They continuously work to get better at each. Union Metal Industries Corp. , at 1432 Maple Ave.

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Tropicana: A Lesson In Brand Creative

There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative.

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Living Your Brand Position

What I Learned On My 800-Mile Trek Across Texas Interviewing 85-Year-Old Widows

If you're a regular reader of PositionistView, you're well aware of our brand position philosophy -- employing a differentiating idea, a strategy of differentiating your brand against your competition in all of your marketing messages.

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Don't Ask Me For A Marketing Tagline

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Abridged Transcript:
I'd like to turn your attention to the topic of branding, dispelling some common notions about what branding is, and what it is not. For starters, it is not a marketing tagline. A logo is not a brand.

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