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Crunch numbers to calculate advertising investment
An investment in advertising is key to driving sales and growing the organization, but despite its importance, an advertising budget is a difficult decision for many companies. Jef Richards, professor and chair of the Department of Advertising at Michigan State University makes a compelling argument: “Advertising is totally unnecessary.
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Louisville's Enviroscapes Strives to be World's No. 1 Landscape Company
Stark County-based business employs 265 people at six locations, and already is in the top two percent of landscape companies in the nation. Being an entrepreneur often means building a business from the ground up. That’s what Todd Pugh, CEO of Enviroscapes, did. Literally.
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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.
We've crossed the 'creepy' line
Have Google and Facebook crossed the creepy line?
Former Google Chairman and CEO Eric Schmidt once said, "There's what I call the creepy line, and the Google policy about a lot of these things is to get right up to the creepy line but not cross it.
Bender's Tavern Brings Good Taste & Good Times to Stark County
Many people hungry in body and spirit have come to be fed and partake in the hospitality of ‘Canton’s Oldest and Finest’ tavern. If walls could talk, the ones inside Bender’s Tavern, 137 Court Ave. SW in Canton, would have plenty to say.
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Trump Aside, HP's Problem Is Botched Brand Positioning
Ever since the second Republican debate, Trump has railed on rival Carly Fiorina, claiming "The Compaq computer deal," made when Fiorina was CEO of HP, "was one of the worst deals made in business history. " HP was guilty of botched brand positioning.
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Measuring Apple's Brand Strategy
In the 2008 book, Killer Differentiators: 13 Strategies to Grow Your Brand, authors Jacky Tai and Wilson Chew conclude that Apple's brand strategy of consolidating software and hardware has "crippled its growth. " Are they right?
The answer to this brand strategy question may be a matter of perspective.
'You Matter' to Leading Local Health Plan Provider AultCare
Stark County health plan provider does everything it can to keep costs low and quality high; 'You Matter' is much more than just a slogan. Since its inception in 1985, AultCare hasn't strayed one iota from its original single-minded focus.
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Internal Positioning Will Have a Staggering Impact on Your Brand
We tell our clients and prospects every day that their company's position is never some outlandish idea with little relation to who they are and what they're all about. It's really quite simple and, in fact, in the words of Jack Trout, it's almost always "obvious.
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Does Your Marketing Message Align With Your Brand Positioning Strategy?
The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. *
And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position.
