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‘Positioning map’ can reveal your competitive advantage
Today, more than ever, businesses need the right strategies to compete and win in the hyper-competitive marketplace. No market or industry is exempt from the need to focus on and adjust the way they’re doing business.
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Google Punishes (And Rewards?) AI-Generated Content
Over the past year, the presence of AI-generated content has exploded across platforms like Google, including everything from generative fill to social media posts to blog articles. With numerous programs available to users, plenty have benefited from meeting today’s content marketing volumes.
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You Have Their Attention – Now Get Their Trust
Whether it’s as simple as a handwritten sign reading “Lemonade Stand,” or as complex as a Super Bowl commercial, attention marketing can be reduced to winning the gaze of the prospect. This challenge isn’t an easy one.
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Think digital branding in today's B2B sales
Brand positioning is designed to tee up sales — a mission as important as ever with today’s plethora of digital branding opportunities to engage and motivate our customers and prospects. The brand’s position is the distinctive idea that separates it from its competitors.
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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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'Content marketing' lifts brands, engages customers
Bed Bath & Beyond, IBM, Goldman Sachs, Taco Bell, GoPro and Twitter all have at least two things in common. Each understands the need to win online, and each has an award-winning content marketing strategy.
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Fifty Years of Positioning: the 2010s
Hipster glasses, fidget spinners, statement necklaces, and a resurgence of boat shoes were all very big in the 2010s. These trends may never return. From 2010 to 2019, however, Innis Maggiore continued to build on its reputation for positioning.
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Fifty Years of Positioning: the 2000s
We survived the Y2K scare, the boy band craze, a boot-cut jeans resurgence, flip phones, and dial-up Internet early in the 2000s. This only made us stronger. From 2000 to 2010, Innis Maggiore flexed its muscles with an increased focus on positioning. Growth and recognition followed.
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Crunch numbers to calculate advertising investment
An investment in advertising is key to driving sales and growing the organization, but despite its importance, an advertising budget is a difficult decision for many companies. Jef Richards, professor and chair of the Department of Advertising at Michigan State University makes a compelling argument: “Advertising is totally unnecessary.
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Don’t Dare Call It “McDonut”!
How sweet is the McDonald’s/Krispy Kreme cross-promotion strategy?
Lots of people like McDonald’s. Lots of people like Krispy Kreme.
