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By Dick Maggiore and Mark Vandegrift

Digital Media and Marketing

Value in Risking for Super Bowl Ads

Eighty percent of Super Bowl ads don't sell. That's according to a new study by the research firm Communicus.

Review of 2013 Super Bowl Ads

Despite Super Bowl XLVII's historic 35-minute third-quarter blackout, the Big Show of Super Bowl advertising, what actor Bob Odenkirk's character in the Samsung Galaxy ad calls "El Plato Supremo!" went…

Politics and Brand Perception

One of the primary principles of positioning is that minds don't change, at least not easily.

Search for Strategic Internet Marketing

It's 2012 so surely we've moved past the humdrum of basic search.

Results from 2012 Super Bowl Ad Survey

Today we send out a hearty "thank you" to all of our positioning friends who read and responded to Lorraine Kessler's excellent analysis of the best (and worst) Super Bowl…

Best and Worst 2012 Super Bowl Ads

Before getting to the winners and losers among the 2012 Super Bowl ads, allow me to digress. Borrowing from ancient practical wisdom, two is better than one, three is better than two. Consider a cable. A cable is a stranded cord. No argument that two cords wound together are stronger than one. Three cords wound together are stronger and therefore better than two. Stretching the analogy, an advertisement that is entertaining can be good. An advertisement that is likeable is better. But, an advertisement that is entertaining, likeable and effective is best of all. Three cords are better than one...

What Happened to Kodak

A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion.

2011 Super Bowl Reviews Positionist

The Best and Worst "Positioning" Ads of the Super Bowl The big game is over, but ratings, rankings and commentary on which Super Bowl advertisements and positivists fared the best and…

New Year, New Media Trends

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.

Pros and Cons of the New Big Ten Logo

As the "resident expert" on logo design at the nation's leading agency in the practice of positioning, I was asked to provide a critique on the new Big Ten logo created by international design firm Pentagram. But first, I'd like to critique all the logo critics out there...

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