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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.
An article in the Columbus Dispatch touted that Starbucks was taking cues from its cheaper rivals. That they were seeking part of the 'value' pie. What a ghastly mistake.
Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®.
Remember the 1997 movie called In and Out? It starred Kevin Kline as Howard Brackett, a Midwestern high school teacher who questioned his sexual identity after being pronounced gay on…
The brand is the most important asset that a company has. Half of Coke's total value is attributable to its brand, over $70 billion. Disney's brand contributes 68 percent to its overall value. McDonald's brand contributes an astounding 71 percent! A brand is not just the logo or name for a product or service. Brands that are built to express the differentiating idea, inherent to a specific business model and its resulting product, will create value beyond what the product was originally designed to deliver...