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Effective Advertising: Big question is whether to entertain or inform

Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.

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Positioning and Papa John's: Backstory of how positioning propelled pizza giant

Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back. John Schnatter, the founder and namesake of Papa John’s Pizza, started making pies in an oversized closet in his family’s tavern.

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Niche Differentiation Strategy: Mine riches in niches

Charlie Munger knows a bit about making money. Charlie, 94, is worth close to $2 billion. He is the very longtime partner of Warren Buffett, 87. Together they run Berkshire Hathaway. Both still go to work every day. Munger said, “The No.

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Business Strategy: After finding your ‘why,’ it’s time to execute

Vision without execution is hallucination. Some say Thomas Edison said that. Others say Einstein. Whoever said it got it right. The ability to execute is inherent in good strategy. But the strategy won’t execute itself.

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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.

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Think digital branding in today's B2B sales

Brand positioning is designed to tee up sales — a mission as important as ever with today’s plethora of digital branding opportunities to engage and motivate our customers and prospects. The brand’s position is the distinctive idea that separates it from its competitors.

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Repositioning Can Deliver The Advantage Your Business Needs

We hear often about repositioning in the world of marketing, but the truth is relatively few people truly understand what it means. Repositioning is about adjusting perceptions that already exist in the mind about your brand or about your competitor’s brand. Repositioning is not about changing minds.

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7 greatest brand positions excel in 3C test

Brands that become great do so because their positions pass the 3C's test with straight A's. All great brands have clearly defined ideas that differentiate against competitors. That's the first C.  Their ideas are highly meaningful and relevant with customers, the second C.

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Old-Fashioned Approach Still Works for Adam’s Men’s Clothier

Friendly faces, quality products, on-site tailoring and competitive prices make store Stark County’s men’s clothing king. Adam Goldman took a shot at opening his own men’s specialty clothing store 26 years ago. The lessons he’s learned serve him well today.

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Experience, Quality Work Keep Custom Auto Body Shining Like New

Independently owned Stark County company has put more than 75,000 Northeast Ohio cars and trucks on the road again by mastering the art of auto body repair.

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