Portfolio for CDI CORP.

We've customized this portfolio for you. It showcases some of our favorite (and award-winning) positioning work. Enjoy!


 

GOODYEAR® AVIATION: TECHNOLOGY ADVANCEMENTS
Strengthened the brand perception by focusing on a position of technology innovation leadership. Specific advancements, such as Kevlar® brand fiber reinforcement, thicker tread, and antioxidant polymer compounds dramatized that position in a targeted print ad campaign and aviation show trade booth.

 lg goodyear aviationads2


 

GOJO®/PURELL®: EARTH-FRIENDLY INNOVATION
The company’s legacy of sustainable practices and Earth-friendly innovation helped launch the world’s first Green Certified hand sanitizer. A dimensional press kit, interactive sustainability report, regional PR events, plus online and print advertising expressed this leadership with friendliness and humility and without a hint of greenwashing.

 

lg gojo sustainability2

 


 

PURELL®: ADVANCED HAND SANITIZER
As inventors of the category, the PURELL® brand stands for skin health that promotes overall well-being. Launching their Advanced line — which kills more germs while protecting skin — extended this mission in a meaningful way, supported by a website and digital advertising, public relations, and the first of annual hand hygiene summits.

 

lg PURELL AdSeries4

 


 

REPUBLIC STEEL®: STEEL REPUBLIC STEEL
As part of a rebranding initiative and a commitment to positioning the company around special bar quality steel, Republic Steel assumed a stance of leadership that repositioned all others as inferior “wannabes.” The provocative and irreverent campaign consisted of print, outdoor, newsletter, website, and public relations that led to and extended beyond Republic’s 125th anniversary.lg republic flyers3


 

GUIDESTONE®
PROPERTY & CASUALTY PROGRAM:
KNOWING THE CHURCH COMMUNITY
This insurance division of GuideStone Financial Resources, a leader in investments and retirement plans specifically for churches and their staff, were positioned as the only P&C that knows the church community. A whimsical and fresh print and direct marketing campaign “spoke their language” and featured a series of safety tips to underscore the subject matter.

 

lg gsfr property casualty


 

RTI INTERNATIONAL METALS: ADVANCING TITANIUM
This leader in advanced processes, in particular adding value to titanium, were positioned with the theme “Advancing Titanium™.” Collateral, advertising, public relations, publications, government presentations, and industry trade events helped underscore RTI’s superiority for the most advanced applications.

 lg rti annual report

AWARD-WINNING WORK

Goodyear

Leadership through technology.

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Aultman

Leading our community to improved health.

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PURELL

Protecting us from the spread of germs.

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Smith's

Tradition you can taste.

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GuideStone

Performance guided by values.

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BellStores

Keeping the family on full.

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Custom Auto Body

Custom to the rescue!

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Artisa

Live Life Uncottaged

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GOJO

Leader in skin health and hygiene.

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Stark Community Foundation

Connecting people to the causes they care about.

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Baird Brothers

Old school hardwood. Modern accessibility.

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MID'S

True Sicilian pasta sauce.

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Beese Fulmer

Stay rational. Invest long term.

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CSE Federal Credit Union

The Local Alternative

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NILodor

Invented Pet Odor Control Technology

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Stark Library

Where everything is free®

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Kimble

The Future of Waste Management

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Massillon Museum

Art & History Come Alive!

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Old Carolina

Authentic Carolina-style barbecue.

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Smoke The Burger Joint

Burgers smokin' with attitude.

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Baja West Coast Kitchen

Fresh food with a West Coast vibe.

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MCTV

Going the extra smile.

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Republic Steel

Steel Republic Steel.

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Second Harvest

Serving the community.

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Trumbull Metro Housing Authority

Building a solid future for those in need.

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Fair Housing Law Center

Fighting for Equal Housing

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POSITIONISTVIEW® View All Subscribe

7 greatest brand positions excel in 3C test June 12, 2019

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 m...

Deming’s gift to marketers: Test. Optimize. Repeat. May 30, 2019

William Edwards Deming is credited with launching the Total Quality Management movement that is the groundwork for our modern emphasis on efficient and effective manufacturing.Among his many accomplishments, Deming popul...

Repositioning Can Deliver The Advantage Your Business Needs May 15, 2019

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 br...

Nike Tagline: How to execute the perfect tagline May 06, 2019

Gary Gilmore was strapped to a chair on the morning of Jan. 17, 1977, wearing a T-shirt and a bag over his head. He was to become the first person in the United States to be executed in a decade.He murdered a motel manag...

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