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Xerox Stretches its Brand Positioning

The lead sentence in a recent Wall Street Journal article reads, "Xerox Corp. is launching its most expensive advertising campaign in two decades, as Chief Executive Ursula Burns looks to reposition the company as more than just a copier maker.

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Change Communication: Repositioning

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"Repositioning" in a Time of Competition, Crisis, and Change Communication

On April 29, nearly five hundred business and marketing executives gathered at the John S.

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Want to be like Buffet and Socrates? Read!

No less an authority than Warren Buffett believes reading is essential to business success. A Columbia University student asked Buffett what he could do to prepare for his career. Buffett thought for a few seconds and then said, “Read 500 pages a week. That’s how knowledge works.

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Boost sales with branded packaging design that aligns with your position.

If you’re a consumer product manufacturer, you’ve undoubtedly marketed your product through a variety of advertising, media, and PR tactics.

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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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Did Jaguar Commit Brand Suicide?

I’ve been asked about a couple dozen times now, “What did you think of that Jaguar ad?” My response is always, “Well, it’s interesting…” and I stop there because most people have already formed their opinions, and it’s typically, “It’s awful.

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Checklist for Choosing a Marketing Agency

When it comes to driving business growth, turning your attention to marketing stands out as one of the most important strategies to company success.

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Holding the Market Leader Position Swings on the Hinge of "IF"

Of all the ways to differentiate a brand, none is better than leadership. Leadership is its own credential. People naturally believe if you hold the market leader position, your product or service is better. The benefit of becoming a category leader goes well beyond bragging rights.

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Positioning is Only Natural

Mother Goose Knows This Stuff is No Mere Fairy Tale

Every spring over the last few years, Innis Maggiore has witnessed a wonder of nature that's also a real life application of positioning.

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Visualizing Your Brand Perception with a Positioning Map: Part 1

Welcome to the first half of a discussion on the positioning map, a visual representation of your brand's perception as related to competing products. It's interesting to note that visual thinkers, people who describe thinking in pictures, are thought to represent about 60%-65% of the general population.

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