Positioning Strategy

Positioning is the process by which a brand (a product or service) is marketed with the goal of owning a meaningful and differentiated idea in the mind of the customer. Seems simple enough.

Positioning Strategy - Innis Maggiore and Jack Trout

Jack Trout dedicated the last book he wrote to Dick Maggiore and the agency who turned his principles of positioning into a practice.

In practice, very few marketers are able to apply the principles of positioning in order to achieve this goal. Even the fathers of positioning, Jack Trout and Al Ries, do not provide readers of their books the obvious means or steps toward developing an effective positioning strategy. The principles are there, but perhaps not as obvious is how to practice and execute an effective positioning strategy.

Enter Innis Maggiore. With almost 50 years' experience applying and executing the principles of positioning, our agency has earned the reputation as America's #1 Positioning Ad Agency. Our associates are positioning strategists, trained in the principles of positioning in order to effectively execute upon our clients' positioning strategies.

Jack Trout, a mentor, friend and long-time associate of the agency, said: "Innis Maggiore, like no other agency, has successfully turned the principles laid out in our positioning books and created a disciplined practice. These guys really do get it."

Innis Maggiore has turned the process of determining your positioning strategy into a discipline. Many times, we start a new client relationship with an Appreciative Discovery™ so we can appreciate your organization's native knowledge and together, discover or re-discover your most competitive difference. If you already know your position, as a full-service advertising agency, we can pick up and begin dramatizing it in the marketplace.

Getting the right idea: developing the positioning strategy

Most clients and agencies start with the "things." "Build me a website." or "Design me a brochure."

Innis Maggiore starts with the business challenge or goal. No one really wants a new logo. Everyone wants more customers. The business goal can come in many forms: "We want to successfully..."

  • Start a new company
  • Launch a new product or service
  • Develop more leads
  • Increase market share

These are all wildly different business challenges. But they all require a positioning strategy to achieve the goal.

Innis Maggiore applies the principles of positioning in a disciplined fashion in order to get the right idea — the concept that will direct all the marketing required to achieve the business goal. The marketing "stuff" is then prescribed by the positioning strategy.


Executing the positioning strategy: Getting the idea right 

When you start "making the things" that will communicate your position, they must all tether to the positioning strategy or they will be much less effective. Branding is additive. If every element of your marketing campaign is not doing its very best to build that focused meaningful and differentiated idea in the mind of your target customer, then you are not dramatizing your position in the most effective way possible.

The great thing about positioning is that it can be dramatized in a host of different creative executions. Think of Geico: Cavemen, the gecko, pop stars, and more ... all different creatives, but all of them communicate one thing: low price car insurance. The dramatization of their position is always "15 minutes will save you 15 percent or more on car insurance." They even have one commercial where they question whether or not to say this! They GET positioning strategy.

The important concept here is that the creative expression can differ as long as it ties to the positioning strategy and effectively dramatizes the position.

Developing the right positioning strategy is only the first step and probably only 1 percent of the work. But it's the most critical 1 percent as it makes 99 percent of the difference. The 99 percent work is known as the dramatization of the positioning strategy.

Finding your right idea ... then getting it right

As disciplined practitioners of positioning, Innis Maggiore can help you discover, develop and then execute your position. It's what we do. When you find your position and develop your positioning strategy, marketing is so much more fun — and wildly more successful!

Position Your Brand With the Nation's Leading Positioning Strategy Agency

Contact us today to discover — then dramatize — your organization's positioning strategy!

Contact Us
PositionistView®

PositionistView® is an inside look into Innis Maggiore's thinking, culture and talent. They're opinon pieces through the positioning filter. No jargon. No ad-speak babble.

June 29, 2021

Advertisers have long been known for how well they accept change, pivot to new possibilities and adopt the newest technologies.

June 23, 2021

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.

April 7, 2021

Advertisers have long understood the potency of television (TV) as a brand-building medium for consumer products. However, business-to-business advertisers typically kept their distance, and for good reason.

April 7, 2021

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.

February 11, 2021

(Special to the Canton Repository) In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe.

Agency News

From associate promotions and new team members to awards and events, keep up with the growth and good things happening at Innis Maggiore.

July 26, 2021
CANTON, Ohio (July 26, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced that four students from Kent State University at Stark have been awarded the Innis Maggiore Endowed Scholarship for Communications for 2021.
July 7, 2021
CANTON, Ohio (July 7, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the addition of two summer interns, Andrew Ferguson and Sadie Reda. Andrew, a marketing major and recent graduate of Walsh University, is working in the digital department.
June 24, 2021
CANTON, Ohio (June 24, 2021) — Innis Maggiore, the nation's leading positioning ad agency, today announced the promotion of an associate and the hiring of another. Joe Chenevey, formerly a senior web developer at the agency, has been promoted to director of technology.
June 14, 2021
CANTON, Ohio (June 14, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Martha Belden to lead public relations to complement the agency’s full range of marketing services.
March 2, 2021
CANTON, Ohio (March 2, 2021) — Perfect Power Wash, Ohio’s leading professional-grade power washing company, has named Innis Maggiore, the nation’s leading positioning ad agency, as its agency of record. The Innis Maggiore team is excited to work with Ohio’s leader in professional-grade power washing.