The best brand positions are said to "reposition" the competition. For every season of life and renewal, there is a shadow season of dormancy and death.
An article in the the Columbus Dispatch touted that Starbucks was taking cues from its cheaper rivals. That they were seeking part of the 'value' pie.
Remember the 1997 movie called In and Out? It starred Kevin Kline as Howard Brackett, a Midwestern high school teacher who questioned his sexual identity after being pronounced gay on…
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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