Many marketers misunderstand marketing. They think marketing is a battle of products, not brand perceptions. Let the better product win is the adage.
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.
We've all heard the adage, "The bigger they are, the harder they fall. " Nowhere is this truer than in corporate business today.
The latest miscalculation in line extension is brought to you by Unilever, maker of Dove, the world's first "beauty bar.
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.
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Marketing is the distinguishing, unique function of business.
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.
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...
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.
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.
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…
Advertisers have long been known for how well they accept change, pivot to new possibilities and adopt the newest technologies.
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.
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.
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