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Brand Repositioning Misses: Lessons from Toys ‘R’ Us

Beyond my office window, directly across Whipple Avenue, sits the once mighty, and now vacant, Toys “R” Us building.

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Uncovering the Social Media Landscape

In the first installment on social media planning, Innis Maggiore suggested that you always insist on a media plan regardless of the media. Social media is simply a subset of all available (traditional and new) media. Avoid the newness hype and be wise.

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A Tale of Brand Meaning: LeBrand, The Champ. We, The Chumps.

It was 9:27 p. m. on July 8, 2010 that redefined Greenwich Mean Time, as that was the time LeBron James changed his brand meaning and kicked Clevelanders in their nether regions with malice on a nationally televised unspectacular spectacle from the Connecticut suburb.

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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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Appreciating advertising’s greatest game through Super Bowl ads

Stakes are high and costs considerable when companies consider purchasing a 30-second spot during the Super Bowl. Super Bowl ads can make or break a brand. A marketing column wouldn’t be a marketing column without commenting on the ultimate arena for advertising: the Super Bowl. Ultimate indeed.

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Culturalism Trumps Commercialism in Super Bowl LI

By Lorraine Kessler, Principal | Strategy & Client Service

The Super Bowl is over. Maybe one of the best games ever. But also, one of the most memorable in terms of politics and culturalism.

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Brand Reinvention: Reinvent or die

What do you do when even a good coat of polish doesn’t make your shoes shine anymore?

It might be time to buy a new pair of shoes. Whether we are talking shoes or business, how we handle disruptive threats makes all the difference in the world.

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Walking line between corporate social responsibility, social division

We care more today about supporting companies whose values are aligned with our values. Corporate social responsibility is important. The reason might be due to the power of social media. Maybe it’s what matters most to millennials. Maybe it’s where we are moving as a society overall.

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Top four marketing trends for 2020

Marketers are advancing into the new Roaring '20s as technology innovations continue at warp speed to power the ways in which we interact with our customers. To remain competitive — to retain and grow your customer base — it's imperative to assess and adjust your marketing activities.

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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.

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