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The Moment Of Aperture Meets The Transaction

Consider this the abbreviated version of the buying cycle: a shopper wants things, even things she doesn't know she wants, and she seeks these things out or they seek her out as she goes about her daily life.

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Jack Trout's Advice From Hollywood

On April 29, 2009, nearly 500 business and marketing executives gathered at the John S. Knight Center in Akron, Ohio to hear Jack Trout, acclaimed marketing strategist and author of numerous positioning books, talk about the twin of positioning, "repositioning.

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Jack Trout & Papa John's

On April 29, 2009, nearly 500 business and marketing executives gathered at the John S. Knight Center in Akron, Ohio to hear Jack Trout, acclaimed marketing strategist and author of numerous positioning books, talk about the twin of positioning, "repositioning.

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Starbucks: Instant Bad Karma

Starbucks Devalues Its Brand - To Go!

Starbucks has become a target over the last year or so with both Dunkin' Donuts and McDonald's repositioning the coffeehouse chain to set up their own competitive positions.

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Domino's Positioning: Are You Gonna Finish That Cardboard?

We Guarantee a Bad Product - Fast!
Let me see if I have this right: A major brand is spending lots and lots of money telling us that for years and years its product has always been lousy. Until now, that is. Thanks, Domino's.

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Toyota. Big Brand. Big Trouble

We've all heard the adage, "The bigger they are, the harder they fall. "  Nowhere is this truer than in corporate business today. The first decade of the 21st century has opened like a Greek tragedy with financial empires and kingdoms tumbling.

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Good Things Happen with Right Positioning Strategy

Great creative may touch a nerve, bring a tear or generate laughter, but it is doomed to fail as effective advertising if it is not built on a solid positioning strategy. Throughout the history of advertising, creative minds have toiled to make products popular and services desirable.

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Visualizing Your Brand Perception with a Positioning Map: Part 1

Welcome to the first half of a discussion on the positioning map, a visual representation of your brand's perception as related to competing products. It's interesting to note that visual thinkers, people who describe thinking in pictures, are thought to represent about 60%-65% of the general population.

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A Tale of Brand Meaning: LeBrand, The Champ. We, The Chumps.

It was 9:27 p. m. on July 8, 2010 that redefined Greenwich Mean Time, as that was the time LeBron James changed his brand meaning and kicked Clevelanders in their nether regions with malice on a nationally televised unspectacular spectacle from the Connecticut suburb.

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DEVO Whips Itself Into Shape With Positioning Marketing

Can music benefit from positioning marketing? Though an art form, it is also a product, so in that context the answer is a definite yes.

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