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By Dick Maggiore and Mark Vandegrift

Dick Maggiore

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CAK Airport Positioning

Airport Positioning: CAK on the Attack

Each edition of this publication, PositionistView®, highlights a noteworthy accomplishment or (more often) a stunning positioning "swing-and-a-miss" of a big brand.

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.

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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.

January 5, 2022

With a GDP of nearly $20 trillion and a citizenry accounting for more than a quarter of the global household consumption, the United States is inarguably the most hyper-consumer economy…

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.

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.

January 18, 2022
CANTON, Ohio (Jan. 18, 2022) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the addition of two new associates.
November 2, 2021
CANTON, Ohio (Nov. 2, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the addition of two fall interns, one in the Digital Marketing department and one in its Creative department.
October 26, 2021
CANTON, Ohio (Oct. 26, 2021) – Innis Maggiore, the nation’s leading positioning ad agency, today announced it has been awarded General Services Administration (GSA) approved certification. This certification allows the ad agency to sell to United States government agencies as well as state and local entities through the GSA.
October 12, 2021
CANTON, Ohio (October 12, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced that it earned a Healthcare Advertising Award, the oldest, largest and most widely respected advertising competition in the healthcare industry.
September 23, 2021
CANTON, Ohio (September 23, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced that Drew Dailey and Noah Whittington have joined the agency as web developers.