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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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Differentiating Your Brand
Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®.
As part of the Appreciative Discovery, the following differentiating filter was developed.
Fifty Years of Positioning: the 1970s
Some things have changed since Dick Maggiore and his stepdad, the late Chuck Innis, founded Innis Maggiore in 1974 at the kitchen table of their home in Canton. But some things haven’t changed one bit.
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Brands should heed this warning: Be careful with culture in advertising
Don’t be like Bud Light — unless you have a billion to spare!
What would you do if you woke up to find out that you’ve lost over a billion dollars? You probably would never go back to sleep.
Support Local Retail: It’s a jungle out there
As Amazon and other online operators change retail’s landscape, who will survive? If we don't support local retail, it may disappear. Not so many years ago, if you heard someone explaining the Amazon effect, you could assume it was about trashing the rain forest.
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As the World Changes, Much Stays the Same at Pizza Oven
DiPietro family employs more than 400 Stark Countians; invests millions of dollars into its multiple businesses and our community. Some things have changed since Joe “Papa Bear” and Georgia DiPietro opened the first Pizza Oven in 1956 on West Tuscarawas in Canton.
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Booking.com, Doritos, Hellmann’s, Michelob Ultra, and Reese’s Win the Super Bowl Commercial Test™
Last year, we published “How to Critique Super Bowl Commercials” and the details of our proprietary, secret-sauce Super Bowl Commercial Test™.
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Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far
The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with little regard to the position it already owns. This shows the challenges behind repositioning a brand.
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R.I.P., Jack Trout, and Thank You for Positioning
Jack Trout helped put Naugahyde under our butts and Betty Crocker back in our kitchens, but most of all he put positioning top of mind for generations of marketers from Canton to China. When we think positioning, we think Jack Trout Positioning.
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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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