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Institutionalizing Your Position: A Key Employee Relations Strategy
Recently, I was at lunch with a friend who had just changed jobs. He happened to take a leadership position with one of our clients. As he was touring his new employer’s building, he entered the board room and saw a big phrase on one of the walls.
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Market Positioning and the Context Filter: Stanley vs. Kodak
In a recent planning session for our 50th anniversary events, I was surprised to learn that our senior project manager had specified a Stanley mug for our kickoff celebration swag bag. I’m a Yeti fan, so this choice raised my curiosity. I might have even expected Hydro Flask.
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How to Critique Super Bowl Commercials
Every year, friends and family ask me if I watch Super Bowl commercials differently because I’m in the ad business.
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55 Years Later: Revisiting Jack Trout’s Original Article on Positioning
If you haven’t read Jack Trout’s original article on positioning, you can read it here. Published in Industrial Marketing in June of 1969, this single article was the foundation upon which Trout and Ries built their principles of positioning.
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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.
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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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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Yo Ho! Pirate Ship weighs anchor with brand distinction in a sea of sameness
Not long ago, I got an email from LinkedIn with a digest of “Top job picks for you. ” I’ve been at Innis Maggiore for over two decades and am not in the market to change that, but the first listing caught my eye.
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Google Reverses Its Decision — Third-Party Cookies are Back!
Google announced its initial intentions to eliminate third-party cookies in 2020. While the decision was based on protecting the data privacy rights of users, companies and marketers were left racing to replace them.
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The Next Fifty Years of Positioning: the 2020s and Beyond
Where do you go when you’ve already experienced an inflatable billboard and an erasable man; hospitals, MEDsquads, flowers, and funerals; the first chicken that tastes like chicken served with the first cottage cheese with fruit inside; from spray tans and car washes to dust control and hazmat protection; pasta sauce,…
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