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Improve Brand Perceptions. Improve ROI.
Many marketers misunderstand marketing. They think marketing is a battle of products, not brand perceptions. Let the better product win is the adage. More than four decades of modern advertising history contradict this belief. Coca-Cola is the worst tasting cola and still No. 1.
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Rich Traditions Bring Sweet Success for Ben Heggy’s Candy
Family business approaches a century of handcrafted candy making; Focus is on keeping quality up and prices down. Residents of Stark County need not worry if they get a craving for chocolate.
Local favorite Ben Heggy’s Candy Co. , 743 Cleveland Ave. , has them “covered.
Find your brand positioning: Play your Cs to win in marketplace
Do you ever feel like you’re throwing a wad of spaghetti against the wall and hoping some will stick?
That is no way to win in the marketplace. The business with the right strategy and the commitment to carry it out inevitably will win.
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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A Brand Position Lesson: Is 31 Years in the Same Position Too Long?
Ad agency Carmichael Lynch's most recent campaign for Harley Davidson featured the rebel slogan, "Screw it. Let's ride. " After decades of communicating Harley's brand position, it seems the agency has told its long-time client to just "screw it. " There's a brand position lesson to be learned here.
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Visualizing Your Brand Perception with a Positioning Map: Part 1
Welcome to the first half of a discussion on the positioning map, a visual representation of your brand's perception as related to competing products. It's interesting to note that visual thinkers, people who describe thinking in pictures, are thought to represent about 60%-65% of the general population.
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It's Not the Economy. It's Brand Differentiation.
With a highly-publicized election right around the corner, a lot of debate seems to revolve around the economy . both sides blaming each other for high unemployment, taxes, national debt, and a volatile stock market.
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Making Quality Job 1 Helps Belden Brick Stack Up to Competition
Family-owned, operated company is sixth-largest U. S. brick manufacturer; has served as ‘standard of comparison’ for 133 years. Ford Motor Co. popularized the slogan “Quality is Job 1” in its 1980s ad campaigns.
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Branding & Social Responsibility: Ability to respond an important responsibility
Terrell Owens, the former NFL All-Pro receiver, unprecedentedly is passing on attending his Pro Football Hall of Fame induction ceremony in Canton. It's a case study in branding and social responsibility.
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Philly Dilly: Eagles Fly. Ads Flop.
Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds. The strategy relies on creating commercials so entertaining and popular, culturally or socially relevant, silly or sentimental that viewers actually want to pay attention.
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