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Southwest Airlines: Aligning business strategy to brand positioning
Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing. First, determine where you are. Next, figure out where you want to be. And, finally, craft a plan to get there. That’s the equation for finding and executing effective business strategy.
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The Practice of Positioning = Substance + Sizzle
If you read our post on Super Bowl ads, you may have noticed that our picks routinely (year in and year out) differ wildly from those of Ad Age, the industry's published mouthpiece for Madison Avenue big company advertising.
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Crisis positioning: Enhancing your image
A crisis can be the undoing of a company. Crisis positioning can also be handled professionally and soon forgotten. Rare is the crisis that actually enhances a company's reputation and position. Many PositionistView® readers remember the 1982 cyanide-in-the-Tylenol crisis.
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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 Healthy in Cleveland: Trout Book Inspires Cleveland Positioning Idea
(Editor's Note: This PositionistView is condensed from the original article that appeared in the September 2009 edition of Inside Business. PositionistView guest author Lute Harmon Sr. is chairman of Great Lakes Publishing, which publishes Inside Business, Cleveland Magazine, Ohio Magazine and other titles.
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Brand a place like Canton: We can score big if we go all in
Canton and the National Football League have been the perfect pair for nearly 100 years, the peanut butter and jelly of the sports world. Pro football is in our DNA.
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Brand Reinvention: Reinvent or die
What do you do when even a good coat of polish doesn’t make your shoes shine anymore?
It might be time to buy a new pair of shoes. Whether we are talking shoes or business, how we handle disruptive threats makes all the difference in the world.
2011 New Media Trends to Watch
We've had several clients ask us about 2011 new media trends, so here's a summary of my thoughts about what may transpire this year:
Facebook continues its rise. As Facebook approaches a billion global users, we're seeing only the beginning of big things from this social network.
Johnson Controls-Pro Football Hall of Fame Village deal is brand-building genius
Agreement announced Nov. 18 becomes day when excellence met excellence in Stark County. Chances are, most readers of The Canton Repository hadn’t formed much of an image about the Johnson Controls brand before last week, but that most certainly will change soon.
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Waggoner Chocolates Provides the World a Taste of Stark County
Local company sells the majority of its distinguished chocolates outside the area; Quality, creativity and consistency keep customers coming back for more. With Easter right around the corner, things are really hopping at Waggoner Chocolates, 1281 S. Main St. in North Canton.
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