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By Dick Maggiore and Mark Vandegrift

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Tagged with: Differentiation

Product- or Customer-Focused Brand DNA

 

 

Google and Positioning in Digital Marketing

In the 1970s, Jack Trout and Al Ries first coined the term “positioning” for use in the field of marketing.

Focus Lesson From The Hedgehog and the Fox

To understand the spiny hedgehog and the sly silver fox, we must go back nearly three millennia.

Recommendations for Strengthening Stark County

An important report about recommendations for strengthening Stark County has huge ramifications for those of us who live, work and play here.

Social Division and Corporate Social Responsibility

We care more today about supporting companies whose values are aligned with our values. Corporate social responsibility is important.

Effective Strategy Southwest Airlines Value Proposition

The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea. Southwest founder and CEO Herb Kelleher knew in his head and his heart that his airline could own the position of “low price” in his category...

Competitive Positioning and Papa John's

Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back...

Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate...

Southwest Airlines Aligning Business Strategy to Brand Positioning

Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing. First, determine where you are. Next, figure out where you want to be.

Entertain and Inform for Effective Advertising

Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.

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