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Repositioning with Crisis Communication

Click here to play video. "Repositioning" in a Time of Competition, Crisis Communication, and Change

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

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Grading the New Big Ten Logo

As the "resident expert" on logo design at the nation's leading agency in the practice of positioning, I was asked to provide a critique on the new Big Ten logo created by international design firm Pentagram.

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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.

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Scratch me behind the ears. Chewy does — with something called positioning alignment.

A picture is worth a thousand loyal customers every week. We want to call out Chewy for a job well done and celebrate this positioning alignment. Pets mean a lot to their owners. And Chewy has come to mean a lot to those people.

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Personal Branding Builds the Value of ‘You, Inc.’: How to brand yourself

LeBron James, Donald Trump and many other celebrities know that each of us must be known for something. We need to market ourselves to further our careers. Determining how to brand yourself is more important than ever.

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Not Backing Down: "The King of Beers" Wins Best Positioning Ad of Game 50

Our pick for best positioning ad for Big Game 50 is Budweiser - America's #1 full-flavored lager, 140 years and going strong with no apologies. Reins, Clydesdales, nostrils, snorting, heart pounding and then the visceral . . . Boom-boom, boom-boom, BOOM-BOOM, BOOM-BOOM  . . . No Ponies.

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Joining the Social Media Conversation

The most popular question we are asked on the topic of social media is how to join the conversation. When joining social media (the third level of participation) conversation, an organization intentionally commits to developing relevant content published on a regular basis.

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Positioning for Success: The Value of Designing a New Category

Want to dominate a business category? There’s only one sure way to do it: create a NEW category. As we learned from Jack Trout’s, Marketing Warfare, “if you’re not #1 or #2, be something new!” As positionists, we’re always encouraging our clients to stand apart.

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The Bare Essence of Brand Positioning Identity

I've noticed a trend lately toward minimalist brand communication on packaging.

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Innis Maggiore's Big Three: "You-Better-Get-These-Done" Website Positioning Items in 2015

Today, millions of consumers will log in to Amazon and other online retailers in a frantic search for the best Cyber Monday deal.

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