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Supporting Local Business: Think outside ‘big box’

According to a recent report, Stark County’s population will continue to decrease, get older and have fewer dollars if our community stays on its current trajectory.

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Brand Meaning: Can a Brand Change Its Spots?

Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado. He promised to change the stodgy brand meaning to a younger, hipper and more upscale image. Seventeen months later, JC Penney's board fired him.

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Airport Positioning: CAK on the Attack

Each edition of this publication, PositionistView®, highlights a noteworthy accomplishment or (more often) a stunning positioning "swing-and-a-miss" of a big brand. We choose big brands because they're easily recognizable and relatable. This edition focuses on airport branding and more.

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Solving a Whale of a Problem: Is it Time for a SeaWorld Positioning Change?

For generations, families have trekked to SeaWorld to see "Shamu, the killer whale. " More than the main attraction, Shamu is the face of the theme park.

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What we can learn from Xerox and brand failures

Company failed (and failed again) when it strayed from its established core position. The basic positioning principle applies regardless of the size of your business or whether you sell to consumers or other businesses.

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Tendency to tinker your marketing business plan often too tempting

Sometimes the right thing to do is to do nothing, and that takes discipline. In marketing, as in investing, sometimes the right thing to do is to do nothing. But the tendency to tinker with your marketing business plan is often too tempting. Doing nothing is a decision.

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Tropicana: A Lesson In Brand Creative

There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative.

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Digital vs. Traditional Marketing: Strategize first, then advertise

With so many media options, it’s difficult to know where to spend ad dollars with a comprehensive plan. Digital vs. traditional marketing decisions face us daily.

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Super Bowl Advertising Effectiveness: winners and losers

Silly and sentimental. Advertisers play it safe this year.  

According to Nielsen, 51 percent of viewers prefer watching the Super Bowl commercials to watching the big game itself.  

Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds.

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Philly Dilly: Eagles Fly. Ads Flop.

Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds. The strategy relies on creating commercials so entertaining and popular, culturally or socially relevant, silly or sentimental that viewers actually want to pay attention.

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