Can words have a position? And, if so, can their positioning change over time? That is, can repositioning be achieved? At Innis Maggiore, we know that the most powerful concept in marketing is to own a word. Take a word such as "prestige," as owned by Mercedes-Benz, or "overnight" and "safety," by FedEx and Volvo, respectively. Each word carries meaning, and the positioning (the twin to repositioning) supplied by that word creates meaning for the brand...
KFC -- or is it KGC? -- seems to be having a personality crisis (with all apologies to the 70s rock band New York Dolls), which means it has a positioning strategy crisis...
You Can Lead a Chevy to the Levee, but Can You Make it Drink Kool-Aid? Brand identity is a very delicate thing.
Can music benefit from positioning marketing? Though an art form, it is also a product, so in that context the answer is a definite yes. As the nation's leading agency in the practice of positioning that's also located in Northeast Ohio, Innis Maggiore can't help but appreciate the recent positioning marketing efforts of Akron's own DEVO...
I worked for BP 11 years, as copywriter and creative director at its agency prior to the Amoco merger.
Let me see if I have this right: A major brand is spending lots and lots of money telling us that for years and years its product has always been lousy. Until now, that is...
Starbucks Devalues Its Brand - To Go! Starbucks has become a target over the last year or so with both Dunkin' Donuts and McDonald's repositioning the coffeehouse chain to set up…
Who said marketing in a down economy was tough? Despite being in a down economy, Ford Motor Co. enjoyed four consecutive months of growing market share through January 2009.
There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative.