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Viral Video Marketing: How Being Different, Relevant, & Good Can Get You Far

By now, you and nearly the entire world has had the opportunity to see and hear about the viral video for Susan Boyle, the dowdy-looking Scottish woman who appeared as a contestant on Britain's Got Talent, and shocked everyone with her incredible voice.

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More than Dentistry, 'Dr. Mike' Keeps Stark County Smiling

Stark County's "Hardest Working Man in Dentistry" goes above and beyond to treat staff right and make a real difference in the community. A quote on display inside the office of Mike Thomas, DDS says it all. "Even the smallest act of kindness can be contagious. Spread kindness today.

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Advantages to being first

One of the easiest ways to be remembered is to be first. Do you remember who was the first person to fly solo across the North Atlantic? Charles Lindbergh, of course. But who was the second? He was Bert Hinkler, considered a better aviator than Lindbergh.

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Harrison Paint Thrives on Making Others Look Good

Company’s products protect and beautify surfaces throughout the Midwest; new Belden Village design center showcases products. When brothers and business partners Mark and Patrick Lauber heard of the opportunity to take over Harrison Paint in 2000, it seemed like a perfect situation. There was just one minor issue.

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Commitment to Customers Drives Davies Drugs to Good Health

Independent local pharmacy does “little things” right; free delivery, multi-dose packaging add great value for customers. Steve, Matthew and Michael Fettman learned a great deal about operating a pharmacy — and life in general — from their father, David A. Fettman.

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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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What’s a brand anyway? The basics of brand positioning

Dunkin’ Donuts is planning to change its name to Dunkin’. The move is the latest example of corporate repositioning to make news that mainstream media will report. It's a brand positioning case study.

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Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far

The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with little regard to the position it already owns. This shows the challenges behind repositioning a brand.

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Brand Meaning: Can a Brand Change Its Spots?

Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado. He promised to change the stodgy brand meaning to a younger, hipper and more upscale image. Seventeen months later, JC Penney's board fired him.

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Culturalism Trumps Commercialism in Super Bowl LI

By Lorraine Kessler, Principal | Strategy & Client Service

The Super Bowl is over. Maybe one of the best games ever. But also, one of the most memorable in terms of politics and culturalism.

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