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By Dick Maggiore and Mark Vandegrift

Tagged with: Positioning

FedEx Brand Strategic Positioning

FedEx founder Fred Smith wrote an economics paper while at Yale.

Politics and Brand Perception

One of the primary principles of positioning is that minds don't change, at least not easily.

Start-Up Business Positioning a Brand

Imagine you have a great idea for a new product or service. The business plan is written and the profit potential looks promising.

Dove for Dads Product Line Extension

This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land.

Search for Strategic Internet Marketing

It's 2012 so surely we've moved past the humdrum of basic search.

Best Strategies for Social Media Positioning

Innis Maggiore attended three weeks of Facebook Bootcamp this past fall in search of the best social media positioning tips. Most of our associates attended the six-webinar series.

Results from 2012 Super Bowl Ad Survey

Today we send out a hearty "thank you" to all of our positioning friends who read and responded to Lorraine Kessler's excellent analysis of the best (and worst) Super Bowl…

Best and Worst 2012 Super Bowl Ads

Before getting to the winners and losers among the 2012 Super Bowl ads, allow me to digress. Borrowing from ancient practical wisdom, two is better than one, three is better than two. Consider a cable. A cable is a stranded cord. No argument that two cords wound together are stronger than one. Three cords wound together are stronger and therefore better than two. Stretching the analogy, an advertisement that is entertaining can be good. An advertisement that is likeable is better. But, an advertisement that is entertaining, likeable and effective is best of all. Three cords are better than one...

What Happened to Kodak

A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion.

Simplification of Brand Positioning Identity

I've noticed a trend lately toward minimalist brand communication on packaging.

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