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By Dick Maggiore and Mark Vandegrift

Tagged with: Repositioning

Repositioning Your Brand and Competition

We hear often about repositioning in the world of marketing, but the truth is relatively few people truly understand what it means.

Maslow's Hierarchy of Needs Still Relevant

Psychologist Abraham Maslow in 1943 introduced a concept that today can help guide how we run and promote our businesses to achieve greater success.

JCPenney Repositioning a Brand Failure

The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with…

Santa Claus Repositioning

This year, give the gift of branding. "Look, Santa baby! You're never gonna make it without a new image," was how his weary Tinseltown agent put it.

Repositioning and Brand Relevance

Building a strong brand is not easy. Few do it. It takes the right strategy for differentiation plus factors of focus and commitment as measured by time and money.

Word Repositioning

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's Positioning Strategy

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...

BP Mess Repositioning

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

Devalued Starbucks Branding

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…

Good Idea Advice from Jack Trout

On April 29, 2009, nearly 500 business and marketing executives gathered at the John S.

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