PositionistView

Marketing is the distinguishing, unique function of business.

In the first installment on social media planning, Innis Maggiore suggested that you always insist on a media plan regardless of the media.

Rite Aid. General Motors. Krispy Kreme. Sbarro. Dollar Thrifty. Trump Entertainment. What do these brands have in common? They're all expected to go under this year.

Times are topsy-turvy and one of the great reversals can be seen in the world of retail. And a lesson in competitive positioning is left to be learned. While Wal-Mart, the largest company in the world, has always dwarfed rival Target in size, but until recently Target had been decisively winning the growth game...

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.

The best brand positions are said to "reposition" the competition. For every season of life and renewal, there is a shadow season of dormancy and death.

There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative.

Innis Maggiore is often asked how we go about social media planning. Clients want to know what can be done in the social community space to create competitive advantage.

Creative positioning is essentially the art of expressing a differentiating idea while, at the same time, standing out in a cluttered media landscape.

The story of Obama's success is very much a story about new media fundraising.