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Repositioning, Positioning's Twin Concept. Its Emergence Is Timely.
Positioning has become the most powerful concept in marketing. Positioning has a twin concept that has received little attention. In Jack Trout's latest book, Repositioning, released in October 2009, this twin concept is finally emerging into the light of the marketplace.
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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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Advertise better with 22 immutable laws of marketing as inspiration
Jack Trout and Al Ries inspired a generation of advertising and marketing executives and creative directors when they published “The 22 Immutable Laws of Marketing,” and for good reason. Their immutable laws of marketing, as we have learned over the past two installments of this series, remain relevant.
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2013 Super Bowl Ads: A Contrarian "PositionistView"
Despite Super Bowl XLVII's historic 35-minute third-quarter blackout, the Big Show of Super Bowl advertising, what actor Bob Odenkirk's character in the Samsung Galaxy ad calls "El Plato Supremo!" went off with nary a hitch. "El Plato Supremo!" is Right.
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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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Competitive Business Strategy: Find your playground
Does your business have a clear and well-articulated statement of strategy?
If not, you are at a disadvantage. You might have heard it said, “If you don’t know where you’re going, any road will get you there.
How are positionists leveraging AI in marketing?
AI is no longer a buzzword. It’s reality. Though the technology has existed for decades, it’s finally reached its peak momentum in terms of our awareness.
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Big Data and Business: 2018 is the year of the algorithm
Making predictions is risky business, but putting our heads in the sand might be even riskier. As we begin another year, it is customary to look ahead and make decisions about where things are going. To that end, it would pay to heed the advice of J.
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Sears' saga found in snowblowers
Former Sears executive Steve Goldstein was so shocked when he found snowblowers for sale at his company’s Miami store that he wrote the book, “Why are there Snowblowers in Miami?”
That is but one of myriad anecdotes in Sears’ 120-year history, yet it reveals much about the thinking of those who…
Keyphrase Research Gets You To Top of Google
Search engine marketing, or as it's frequently called, SEM, is a term referring to any marketing strategy designed to increase website visibility among search engine results in order to increase traffic or sales. Keyphrase research is a vital element in SEO.
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