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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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Political Advice for Candidates and Marketers: Brand Perception Trumps Rationality
One of the primary principles of positioning is that minds don't change, at least not easily. If you are like me, the natural inclination is to argue with this principle.
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Business Strategy: After finding your ‘why,’ it’s time to execute
Vision without execution is hallucination. Some say Thomas Edison said that. Others say Einstein. Whoever said it got it right. The ability to execute is inherent in good strategy. But the strategy won’t execute itself.
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Test, learn, tweak to formulate business strategy
Learning to write and solve equations is the foundation of formal education for many of us. There are thousands of equations and formulas that guide work in many industries, from making special alloy steel to building spacecraft that can travel to the end of our solar system and beyond.
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2024 Super Bowl Ads Winners and Losers
If you read our “How to Critique Super Bowl Commercials” PositionistView article last week, you know we have a fairly critical eye when judging the commercials. Along with a crazy overtime Chiefs’ win, the ads also provided plenty of chatter at our watch party.
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Midwest Industrial Supply has Growth, Success Under Control
Local family-owned company does its part to strengthen Canton, Stark County. Step into the offices of Midwest Industrial Supply — 1101 3rd St. S. E. in Canton — and signs of success are readily apparent.
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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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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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Canton Brewing Co. Borrows from the Past, Keeps an Eye on the Future
Stark County brewery, with roots dating back to 1883, is right at the center of the ongoing revitalization of downtown Canton. Canton Brewing Co. 's success is built on living up to a rich tradition.
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Positioning for Success: The Value of Designing a New Category
Want to dominate a business category? There’s only one sure way to do it: create a NEW category. As we learned from Jack Trout’s, Marketing Warfare, “if you’re not #1 or #2, be something new!” As positionists, we’re always encouraging our clients to stand apart.
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