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Can New Packaging Enhance a Brand Position?
The Skinny on Diet Pepsi's New Can
After nearly two years of marketing dormancy, Diet Pepsi is introducing a new package for the brand -- the skinny can -- to reacquaint itself with current customers and entice new ones to try the product.
Moral-based capitalism still best bet
Fictional character Gordon Gekko uttered a famous line that is far from fictional in describing the worst of capitalism. “The point is, ladies and gentlemen, that greed . . . is good. Greed is right.
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Thinking about advertising budgets? Think like Henry Ford
Ad agency people frequently hear the question, “How much money should we spend on marketing?” The question is pretty basic, but the answer is not a simple sum or percentage. Advertising budgets are challenging.
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Using a Positioning Map to Identify Brand Perception: Part 2
In the first part of the positioning map discussion, I explained how a positioning map is a useful tool to identify brand perception. In this piece, I will explain how to create one and use it in your planning.
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Right People, Partnerships Equate to Growth for M. Conley Co.
Distributor credits its people for developing the right solutions for customers, looks to add new talent to strengthen customer partnerships. Any company that’s been around a century and a quarter has calculated its equation for success.
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Pepsi brings the "craft" to cola
The craft beer industry is booming. But rather than fighting the trend, big brewers like MillerCoors and Anheuser-Busch are joining in and creating their own microbrews. Smaller, premium beverages bring a personalization to the drinking experience that mass-produced ones just can't match.
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The Bare Essence of Brand Positioning Identity
I've noticed a trend lately toward minimalist brand communication on packaging.
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Royal Docks' Growth Comes from Staying True to Itself
Clean, consistent, quality beers pan out; Stark County brewery’s straightforward approach fuels growth … and national recognition. People throughout Stark County love to drink handcrafted beers brewed by Royal Docks Brewing Co. It turns out that people all over the state of Ohio — and beyond — do, too.
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Studio Arts & Glass Spreads Stark County Color Throughout the World
Stark County studio’s leaded stained glass artwork is on display in all 50 states and can be seen as far away as Asia, the Bahamas, Canada and Europe. Every single element of Studio Arts & Glass is strikingly colorful.
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How to Rate the Most Winning Super Bowl Ads
(Special to the Canton Repository)
In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe.
