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Five ways to steer your business through the pandemic

Let’s take a look at what we can do with our businesses to keep them successful. The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have come to a near full halt.

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Brands should heed this warning: Be careful with culture in advertising

Don’t be like Bud Light — unless you have a billion to spare!

What would you do if you woke up to find out that you’ve lost over a billion dollars? You probably would never go back to sleep.

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It’s a dog-eat-dog world: the rise of challenger brand advertising

There have always been brands like McDonalds, Nike, and Amazon, that dominate the headspace of consumers. Despite massive control of their respective markets, this shield isn’t entirely impenetrable. Challenger brand advertising has historically found gaps in their armor by bringing attention to consumer desires left unsatisfied.

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Fifty Years of Positioning: the 1990s

From fanny packs to Beanie Babies and from the Macarena to untucked flannel shirts, some fads in the 1990s might take a little while to come back into style (if they ever do).

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'You Matter' to Leading Local Health Plan Provider AultCare

Stark County health plan provider does everything it can to keep costs low and quality high; 'You Matter' is much more than just a slogan. Since its inception in 1985, AultCare hasn't strayed one iota from its original single-minded focus.

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Big Brand News! Pepsi No Longer #2; Dr. Pepper Rises

If you’re familiar with the term “Cola Wars,” you’re young enough to know that it has always been and was always supposed to be: Coke v. Pepsi. The Taste Test. New Coke. Mean Joe Greene. Michael Jackson. The Polar Bears. Tina Turner. The Super Bowl Half-Time Show.

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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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Throughout Turnaround, Union Metal Keeps 'Getting Better Every Day'

Historic Canton light pole manufacturer gets second chance to make an even bigger mark in the important industry it helped to shape. Successful manufacturing operations are driven by innovation, productivity and safety. They continuously work to get better at each. Union Metal Industries Corp. , at 1432 Maple Ave.

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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.

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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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