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By Dick Maggiore and Mark Vandegrift

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Tagged with: Differentiation

Roles of a Positioning Consultant

There was a time when advertising and PR agencies not only wanted to be marketing partners with their clients, but they actually were.

Google Instant Search Engine Positioning

On Sept. 8, Google announced its new search functionality: Google Instant. This new search feature only works when a user is logged into a Google account.

Blogs and Corporate Positioning Strategy

Are blogs dead? Certainly they are no longer mentioned as a marketing panacea as they were at the turn of the millennium, but to call them dead would be far…

Xerox Corporate Brand Positioning

The lead sentence in a recent Wall Street Journal article reads, "Xerox Corp.

Harley Davidson Lasting Brand Position Lesson

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

Online Video in Positioning Advertising Mix

The times ... they are a-changin'. Remember the days of dial-up? Slow downloads? Those days seem in the distant past. Viewing videos online is no longer cumbersome. Online video has moved into the mainstream, and that's good news for positioning advertising...

Part 2: Map to Identity Brand Perception

In the first part of the positioning map discussion, I explained how a positioning map is a useful tool to identify brand perception.

DEVO's Positioning Marketing

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...

Maintain Your Brand Identity

You Can Lead a Chevy to the Levee, but Can You Make it Drink Kool-Aid? Brand identity is a very delicate thing.

BP Mess Repositioning

I worked for BP 11 years, as copywriter and creative director at its agency prior to the Amoco merger.

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