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By Dick Maggiore and Mark Vandegrift

Jeff Monter


Start-Up Business Positioning a Brand

The Perfect Start-Up: Positioning a Brand for Success

Imagine you have a great idea for a new product or service. The business plan is written and the profit potential looks promising.

Simplification of Brand Positioning Identity

The Bare Essence of Brand Positioning Identity

I've noticed a trend lately toward minimalist brand communication on packaging.

Marketing Message Aligns with Brand Positioning Strategy

Does Your Marketing Message Align With Your Brand Positioning Strategy?

The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position. It's a sure way to confuse your customers, cause people to question your business acumen, and lose lots of money trying to recover from lost sales or market share...

New Packaging and Brand Position

Can New Packaging Enhance a Brand Position?

The Skinny on Diet Pepsi's New Can After nearly two years of marketing dormancy, Diet Pepsi is introducing a new package for the brand -- the skinny can -- to reacquaint…

Pros and Cons of the New Big Ten Logo

Grading 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...

Not Economics, but Brand Differentiation

It's Not the Economy. It's Brand Differentiation.

With a highly-publicized election right around the corner, a lot of debate seems to revolve around the economy .

Harley Davidson Lasting Brand Position Lesson

A Brand Position Lesson: Is 31 Years in the Same Position Too Long?

Ad agency Carmichael Lynch's most recent campaign for Harley Davidson featured the rebel slogan, "Screw it. Let's ride.

GuideStone and Living Your Brand Position

Living Your Brand Position

What I Learned On My 800-Mile Trek Across Texas Interviewing 85-Year-Old Widows If you're a regular reader of PositionistView, you're well aware of our brand position philosophy -- employing a differentiating…

Impact of Colors in Branding

Can Color Affect Your Brand Positioning?

Or, does your brand positioning affect the colors you choose to represent it? The answer should be a resolute "yes" to both questions! Can you imagine drinking a bottle of…

Three Stages of Your Marketing Position

In What Condition Is Your Marketing Position?

By now, if you've been reading PositionistView, you're well-versed in what a marketing position is, and how it can greatly affect the strength of your brand.

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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.

March 8, 2022

In the third decade of the 21st century, GM may once again be a big brand in big trouble paying the high cost of brand positioning failure.

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.

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.

May 23, 2022
CANTON, Ohio (May 23, 2022) — Innis Maggiore, the nation’s leading positioning ad agency, today announced it earned a 2022 Business Excellence Award presented by the Canton Regional Chamber of Commerce. The brand positioning agency was honored at a ceremony and dinner at the DoubleTree by Hilton Canton Downtown.
May 13, 2022
CANTON, Ohio (May 13, 2022) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the promotions of four associates.
March 29, 2022
CANTON, Ohio (March 29, 2022) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the promotions of Cheryl Henderson to creative director, Alicia Jordan to art and video director, Emily Mays to associate creative director, Rich Grisak to senior media analyst, Veronica Smith to senior media strategist, and…
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.