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Convenience, Amenities & Community Impact Make CAK the Right Choice
Travelers are one stop away from anywhere in the world at Akron-Canton's very own airport; Work is now under way to revolutionize the passenger experience. Akron-Canton Airport President & CEO Ren Camacho speaks at many community gatherings. When he says, "This is your airport," he means it.
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Diebold thrives on nearly 160 years of brand reinvention
Diebold Nixdorf, as Diebold is known today following the acquisition of its major German rival, is the embodiment of a company that has responded well when the time came to reinvent itself. The company has thrived on nearly 160 years of brand reinvention.
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Foundation for business success boils down to 4 basic principles of marketing questions
With more than 40 years invested in developing advertising campaigns in all sizes and dimensions, we have learned that regardless of the company or product, the foundation for the work boils down to four basic principles of marketing questions.
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Repositioning: Push Brand Relevance to Rev Up Your Position
Building a strong brand is not easy. Few do it. It takes the right strategy for differentiation plus factors of focus and commitment as measured by time and money. Sometimes, repositioning is needed. Conventional positioning wisdom contends that getting to the top is harder than staying on top.
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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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Repositioned for Stardom
This year, give the gift of branding. "Look, Santa baby! You're never gonna make it without a new image," was how his weary Tinseltown agent put it. Yes, Virginia, even that jolly old elf benefited from a branding makeover based on the time-tested principles of positioning.
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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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Perception in marketing is reality
Brand can’t stand for two disparate ideas or dominate two categories. Perception in marketing will not allow it.
The decision not to allow your brand to stand for more than one cohesive idea is difficult, but not as difficult as actually sticking with the decision.
Personal Branding Builds the Value of ‘You, Inc.’: How to brand yourself
LeBron James, Donald Trump and many other celebrities know that each of us must be known for something. We need to market ourselves to further our careers. Determining how to brand yourself is more important than ever.
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Living the Life of a Positioning Consultant
There was a time when advertising and PR agencies not only wanted to be marketing partners with their clients, but they actually were. In a 2008 Advertising Age article, positioning consultant Al Ries said, "An advertising partnership should operate in much the same way as a marriage partnership.
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