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Dick Maggiore


Poor Position Change A. 1. Sauce

Please Pass the ... All-Purpose Sauce?

Quick! What's A. 1. ? (You answered, "Steak sauce. ") Quick! Name a steak sauce. (You said, "A. 1. ") Positioning marketing theory calls this "equivalence.

Company Examples of Positioning Ideas

The Tale of Two Conglomerates

In talks I deliver on the topic of positioning, I often make an offer that elicits a great response from the audience.

Positioning Conflict for Volvo

Can Volvo be the Safe Luxury Car?

A little history first: Do you remember when Volvo was shaped like a tank and even drove like one? It was engineered tough and reliable.

Sears Changes for Power Positioning

It's the Brands, Stupid.

It appears Sears shoppers can be members. Eddie Lampert, Sears Holdings' chairman and CEO, told us so in a letter attached to the company's recent results.

JCP Struggle with Brand Meaning

Brand Meaning: Can a Brand Change Its Spots?

Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado.

Lessons on Social Media Communication

Social Media Communication: Social Is Anything But

It is said social media has changed communication. It hasn't. Communication is the same as it always has been. Message. Sender. Receiver. Social media's problem is the receiver.

FedEx Brand Strategic Positioning

FedEx's Strategic Positioning Concept Absolutely, Positively Disrupted

FedEx founder Fred Smith wrote an economics paper while at Yale.

Dove for Dads Product Line Extension

Show Dad a Little Dove®

This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land.

Digital Lead to Kodak Bankruptcy

Kodak -- Blindsided by the Digital Revolution

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

Mobile Strategies Position Marketing

Is Mobile the Future of Position Marketing?

The merits of mobile strategies to enhance a brand's position marketing have come more into focus these days.

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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.