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Know where to aim with focused marketing strategies

No matter how great the tactics, you can’t win without the right strategy. How can you know where to aim if you don't start with focused marketing strategies?

Time and time again, we find that great execution can’t overcome bad strategy.

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Johnson Controls-Pro Football Hall of Fame Village deal is brand-building genius

Agreement announced Nov. 18 becomes day when excellence met excellence in Stark County. Chances are, most readers of The Canton Repository hadn’t formed much of an image about the Johnson Controls brand before last week, but that most certainly will change soon.

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Tendency to tinker your marketing business plan often too tempting

Sometimes the right thing to do is to do nothing, and that takes discipline. In marketing, as in investing, sometimes the right thing to do is to do nothing. But the tendency to tinker with your marketing business plan is often too tempting. Doing nothing is a decision.

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Great company slogans are difficult to create, but worth extra effort

Other than creating the brand’s name, the development of tagline might be marketer’s most important task. Great company slogans roll off our tongues like sweet candy, and many are so popular that people use them in their everyday conversations. Great company slogans, though, are much more than clever words.

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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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Consumers Positioned to Rule in 2017: Marketing to consumers is vital

From advertisers’ perspective, capitalizing on Facebook might seem easy, but sound marketing plan still necessary

2017 is designated as the year of the consumer. Marketing to consumers is more important than ever. Go back a few decades and manufacturers ruled the roost.

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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.

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Great ads build on strong Super Bowl marketing strategy

If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.

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Emotional Appeal: If we win the heart, we will win the mind

We make decisions with the ‘emotional’ side of our brain, then we rationalize the decision with the ‘thinking’ side of our brain. Emotional appeal drives us to rational decision.

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Digital vs. Traditional Marketing: Strategize first, then advertise

With so many media options, it’s difficult to know where to spend ad dollars with a comprehensive plan. Digital vs. traditional marketing decisions face us daily.

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