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By Dick Maggiore and Mark Vandegrift

Lorraine Kessler

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Bettering ROI and Brand Perceptions

Improve Brand Perceptions. Improve ROI.

Many marketers misunderstand marketing. They think marketing is a battle of products, not brand perceptions. Let the better product win is the adage.

2010 Positioning Super Bowl Ads

Positionist Picks: 2010 Super Bowl Ads

Most Super Bowl Ads Fumble Great Positioning Opportunities Positioning is how you differentiate a brand. Differentiation provides the reason why someone should buy from you and not another.

Toyota Trouble with Branding

Toyota. Big Brand. Big Trouble

We've all heard the adage, "The bigger they are, the harder they fall. "  Nowhere is this truer than in corporate business today.

Dove for Men Line Extension

Dove For Men: From Line Extension To Line Extinction

The latest miscalculation in line extension is brought to you by Unilever, maker of Dove, the world's first "beauty bar.

Negatively Repositioning the Competition

Repositioning The Competition

Click here to play video. "Repositioning" in a Time of Competition, Crisis, and Change On April 29, nearly five hundred business and marketing executives gathered at the John S.

Using Repositioning for Change Communication

Change Communication: Repositioning

Click here to play video. (Or use this YouTube link.

Application of Repositioning for Crisis Communication

Repositioning with Crisis Communication

Click here to play video.

Narrowed Marketing Focus

Size Doesn't Matter! Marketing Focus Does.

Marketing is the distinguishing, unique function of business.

Failed Marketing Hyper Commoditization

The Key To Failure: Hyper-Commoditization

Rite Aid. General Motors. Krispy Kreme. Sbarro. Dollar Thrifty. Trump Entertainment. What do these brands have in common? They're all expected to go under this year.

Target Losing to Walmart Competitive Positioning

Competitive Positioning: Wal-Mart vs. Target

Times are topsy-turvy and one of the great reversals can be seen in the world of retail. And a lesson in competitive positioning is left to be learned. While Wal-Mart, the largest company in the world, has always dwarfed rival Target in size, but until recently Target had been decisively winning the growth game...

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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.

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.