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What’s a brand anyway? The basics of brand positioning
Dunkin’ Donuts is planning to change its name to Dunkin’. The move is the latest example of corporate repositioning to make news that mainstream media will report. It's a brand positioning case study.
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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.
Southwest Airlines: Aligning business strategy to brand positioning
Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing. First, determine where you are. Next, figure out where you want to be. And, finally, craft a plan to get there. That’s the equation for finding and executing effective business strategy.
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Niche Differentiation Strategy: Mine riches in niches
Charlie Munger knows a bit about making money. Charlie, 94, is worth close to $2 billion. He is the very longtime partner of Warren Buffett, 87. Together they run Berkshire Hathaway. Both still go to work every day. Munger said, “The No.
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‘Positioning map’ can reveal your competitive advantage
Today, more than ever, businesses need the right strategies to compete and win in the hyper-competitive marketplace. No market or industry is exempt from the need to focus on and adjust the way they’re doing business.
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Crunch numbers to calculate advertising investment
An investment in advertising is key to driving sales and growing the organization, but despite its importance, an advertising budget is a difficult decision for many companies. Jef Richards, professor and chair of the Department of Advertising at Michigan State University makes a compelling argument: “Advertising is totally unnecessary.
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Nike Tagline: How to execute the perfect tagline
Gary Gilmore was strapped to a chair on the morning of Jan. 17, 1977, wearing a T-shirt and a bag over his head. He was to become the first person in the United States to be executed in a decade.
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Old-Fashioned Approach Still Works for Adam’s Men’s Clothier
Friendly faces, quality products, on-site tailoring and competitive prices make store Stark County’s men’s clothing king. Adam Goldman took a shot at opening his own men’s specialty clothing store 26 years ago. The lessons he’s learned serve him well today.
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Earning Customers' Trust Helps Grove Appliance Stand the Test of Time
Some things haven’t changed much since E. J. Grove started his own refrigeration business in Alliance in 1935. The foundation of E. J. ’s business model was to provide quality workmanship and products at a fair price with excellent service. Fast-forward 83 years to 2018.
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Grandmother's Original Recipe Helps MID'S True Sicilian Pasta Sauce Bite Into Market Share
Locally made pasta sauce is selling in thousands of supermarkets across 30 states; newly upgraded manufacturing facility is enabling additional growth. If Mideo Octavio, affectionately known to friends and family members as Mid, were alive today, he’d surely be wide eyed and smiling.
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