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It’s a dog-eat-dog world: the rise of challenger brand advertising

There have always been brands like McDonalds, Nike, and Amazon, that dominate the headspace of consumers. Despite massive control of their respective markets, this shield isn’t entirely impenetrable. Challenger brand advertising has historically found gaps in their armor by bringing attention to consumer desires left unsatisfied.

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Unified ID 2.0 (UID2) – The Promise of a Third-Party Cookie-less World

Google twice delayed the demise of the third-party cookie, the means by which all advertisers were able to track and analyze their marketing performance. With the delays, we who operate in a digital world breathed a sigh of relief. Why?

Because a plausible substitute wasn’t yet available.

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Don’t Dare Call It “McDonut”!

How sweet is the McDonald’s/Krispy Kreme cross-promotion strategy?

Lots of people like McDonald’s. Lots of people like Krispy Kreme.

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Fifty Years of Positioning: the 2000s

We survived the Y2K scare, the boy band craze, a boot-cut jeans resurgence, flip phones, and dial-up Internet early in the 2000s. This only made us stronger. From 2000 to 2010, Innis Maggiore flexed its muscles with an increased focus on positioning. Growth and recognition followed.

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Big Brand News! Pepsi No Longer #2; Dr. Pepper Rises

If you’re familiar with the term “Cola Wars,” you’re young enough to know that it has always been and was always supposed to be: Coke v. Pepsi. The Taste Test. New Coke. Mean Joe Greene. Michael Jackson. The Polar Bears. Tina Turner. The Super Bowl Half-Time Show.

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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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Yo Ho! Pirate Ship weighs anchor with brand distinction in a sea of sameness

Not long ago, I got an email from LinkedIn with a digest of “Top job picks for you. ” I’ve been at Innis Maggiore for over two decades and am not in the market to change that, but the first listing caught my eye.

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Google Reverses Its Decision — Third-Party Cookies are Back!

Google announced its initial intentions to eliminate third-party cookies in 2020. While the decision was based on protecting the data privacy rights of users, companies and marketers were left racing to replace them.

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Has Dr. Frankenstein Become a Celebrity Chef?

The sometimes-scary story of strange food brand collabs.  

Sit down, relax, and join me in sharing food and drink that combines some flavors you would never have thought of (or asked for).

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The Next Fifty Years of Positioning: the 2020s and Beyond

Where do you go when you’ve already experienced an inflatable billboard and an erasable man; hospitals, MEDsquads, flowers, and funerals; the first chicken that tastes like chicken served with the first cottage cheese with fruit inside; from spray tans and car washes to dust control and hazmat protection; pasta sauce,…

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