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How to Market During a Crisis

The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity. ” In other words, “never let a crisis go to waste. ” Capitalizing on our current opportunity is good marketing strategy, but it’s dangerous when you copy everyone else.

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Shift to Showers Helps Tower Industries Climb Into National Spotlight

Now No. 1 in solid-surface shower solutions, Stark County company hasn't forgotten countertops, where it all began. Success brings with it blood, sweat and tears, and more than a smidgeon of stress.

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Canton Importing Co.'s Steady, Reliable Approach Brings Success

Specialty store's focus on people and products — not just dollars — has made it a mainstay in Stark County for nearly 60 years. When a good thing gets rolling, it's tough to stop. Since 1961, Canton Importing Co.

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A Brand Position Lesson: Is 31 Years in the Same Position Too Long?

Ad agency Carmichael Lynch's most recent campaign for Harley Davidson featured the rebel slogan, "Screw it. Let's ride. " After decades of communicating Harley's brand position, it seems the agency has told its long-time client to just "screw it. " There's a brand position lesson to be learned here.

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Positionist Picks: 2010 Super Bowl Ads

Most Super Bowl Ads Fumble Great Positioning Opportunities

Positioning is how you differentiate a brand. Differentiation provides the reason why someone should buy from you and not another.

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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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How to Critique Super Bowl Commercials

Every year, friends and family ask me if I watch Super Bowl commercials differently because I’m in the ad business.

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Choosing an Effective Positioning Slogan

Wisconsin-based privately held Johnsonville Sausage is a positioning winner. What does Johnsonville stand for? Sausage. What kind of sausage? All kinds. Breakfast, turkey, chicken, pork, beef, apple, garlic, brats, Italian, cheddar, maple, smoked, snack, and everything in between.

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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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Boost sales with branded packaging design that aligns with your position.

If you’re a consumer product manufacturer, you’ve undoubtedly marketed your product through a variety of advertising, media, and PR tactics.

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