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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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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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Making Sense Of Social Media Planning

Innis Maggiore is often asked how we go about social media planning. Clients want to know what can be done in the social community space to create competitive advantage.

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Uncovering the Social Media Landscape

In the first installment on social media planning, Innis Maggiore suggested that you always insist on a media plan regardless of the media. Social media is simply a subset of all available (traditional and new) media. Avoid the newness hype and be wise.

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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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Seven ways to win in a commodity market

Many of the more than 5 million businesses in the United States compete as commodities hamstrung by not understanding how to grow and thrive. On the monopoly-to-commodity continuum, the closer one is to the commodity side, the more price becomes a key factor.

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2020: Programmatic Advertising Comes of Age

The problem with mass marketing has finally been solved. The answer is programmatic advertising. Imagine two neighbors. Both watching ESPN. One sees your ad. The other doesn’t. The first is your target audience. The other isn’t. The promise of programmatic advertising has finally reached marketing nirvana.

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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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Great ads build on strong Super Bowl marketing strategy

If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.

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Five ways to steer your business through the pandemic

Let’s take a look at what we can do with our businesses to keep them successful. The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have come to a near full halt.

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