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Effective Advertising: Big question is whether to entertain or inform
Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.
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A CEO’s Guide to PR Crisis Management
Maybe it’s something in the air … or maybe even in the onions, but it’s clear that something’s rotten in the state of PR crisis management strategies.
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Building a Brand: Differentiate, strategize, target and shout from rooftops
Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.
View Web PageSouthwest Airlines Value Proposition Soars on Low-Price Strategy
Many of us have a Southwest Airlines experience to share, but the story that most resonates with marketers is how the company found and executed its successful business strategy. The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea.
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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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Lots to learn from the hedgehog and the fox
To understand the spiny hedgehog and the sly silver fox, we must go back nearly three millennia. It started with a verse from 7th century BC Greek poet Archilochus: “The fox knows many things, but the hedgehog knows only one big thing.
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Get your 3Ms right to grow your business
Start this year off right by fixing your marketing strategy to deliver the advantage your company deserves. Most of your troubles can be solved by effective marketing. If you’re not able to keep customers and find new ones, nothing else matters much.
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Grading the New Big Ten Logo
As the "resident expert" on logo design at the nation's leading agency in the practice of positioning, I was asked to provide a critique on the new Big Ten logo created by international design firm Pentagram.
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Barack Obama's New Media Fundraising
The story of Obama's success is very much a story about new media fundraising.
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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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