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The Dangers of Tinkering with Brand Identity

You Can Lead a Chevy to the Levee, but Can You Make it Drink Kool-Aid? Brand identity is a very delicate thing. Mess with it too much at your peril.

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Think bothism to liberate your marketing

Many pundits in the world of marketing and advertising are obsessed with stuff dying. “Radio is dead in 10 years. This study proves it. ”

“TV is dying. ”

“Twitter learns to thrive or die. ”

“The end of advertising as we know it. ”

“Branding is dead.

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What we can learn from Xerox and brand failures

Company failed (and failed again) when it strayed from its established core position. The basic positioning principle applies regardless of the size of your business or whether you sell to consumers or other businesses.

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Can New Packaging Enhance a Brand Position?

The Skinny on Diet Pepsi's New Can

After nearly two years of marketing dormancy, Diet Pepsi is introducing a new package for the brand -- the skinny can -- to reacquaint itself with current customers and entice new ones to try the product.

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How a UX Design Agency Impacts Your Greatest Marketing Tool

These days, before someone ever visits your actual store or looks at your product in person, there is almost 100% certainty they took a moment to look up your website.

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An authentic positioning lesson from the soda formerly known as Coke

Labels are for cans, not people. It's a nice sentiment any way you cut it, and Coke would have us believe it thinks so, too, by dropping its name from the can.

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Fifty Years of Positioning: the 1970s

Some things have changed since Dick Maggiore and his stepdad, the late Chuck Innis, founded Innis Maggiore in 1974 at the kitchen table of their home in Canton. But some things haven’t changed one bit.

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In What Condition Is Your Marketing Position?

By now, if you've been reading PositionistView, you're well-versed in what a marketing position is, and how it can greatly affect the strength of your brand. And maybe now (in a down economy) a checkup is in order to discover the condition of your marketing position.

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2011 New Media Trends to Watch

We've had several clients ask us about 2011 new media trends, so here's a summary of my thoughts about what may transpire this year:

Facebook continues its rise. As Facebook approaches a billion global users, we're seeing only the beginning of big things from this social network.

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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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