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"I See London, I See France ..." The Repositioning of a Word
Can words have a position? And, if so, can their positioning change over time? That is, can repositioning be achieved?
At Innis Maggiore, we know that the most powerful concept in marketing is to own a word.
The Perfect Start-Up: Positioning a Brand for Success
Imagine you have a great idea for a new product or service. The business plan is written and the profit potential looks promising. The brand name is memorable, the target audience has been identified and the distribution channel has been established.
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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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A CEO’s Guide to PR Crisis Management
Maybe it’s something in the air … or maybe even in the onions, but it’s clear that something’s rotten in the state of PR crisis management strategies.
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AI-Powered Marketing – The Latest Disruption
If you’ve been around long enough, you remember the days when it was declared, “The internet is going to replace books!” When this was proclaimed, I worked at a book publisher (1993-94), and the owner feared he would be out of business within five years due to this proclamation by…
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Diebold thrives on nearly 160 years of brand reinvention
Diebold Nixdorf, as Diebold is known today following the acquisition of its major German rival, is the embodiment of a company that has responded well when the time came to reinvent itself. The company has thrived on nearly 160 years of brand reinvention.
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Old theory still explains a lot about business today
Psychologist Abraham Maslow in 1943 introduced a concept that today can help guide how we run and promote our businesses to achieve greater success. It's still relevant in advertising psychology today. You might remember Maslow’s “Theory of the Hierarchy of Needs” from your Psychology 101 class.
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Repositioning Can Deliver The Advantage Your Business Needs
We hear often about repositioning in the world of marketing, but the truth is relatively few people truly understand what it means. Repositioning is about adjusting perceptions that already exist in the mind about your brand or about your competitor’s brand. Repositioning is not about changing minds.
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Trout's Seven 'Abouts' Shape Marketing Strategy
Marketing strategy is first about finding your difference, then finding the best way to get your differentiating idea into the minds of your prospects and customers. The explosion of choice for the consumer is the direct result of the explosion of competition.
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Brand Purpose: Beyond features and benefits, companies win with their whys
Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains. Then we shifted to something with more personal relevance: product benefits.
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