PositionistView

Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds. The strategy relies on creating commercials so entertaining and popular, culturally or socially relevant, silly or sentimental that viewers actually want to pay attention...

In Super Bowl advertising, it might be the year of the familiar — familiar advertisers, familiar celebrities, familiar teasers, familiar promotional stunts and humor. Familiar is not all bad.

Charlie Munger knows a bit about making money. Charlie, 94, is worth close to $2 billion. He is the very longtime partner of Warren Buffett, 87.

Making predictions is risky business, but putting our heads in the sand might be even riskier...

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

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

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

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

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...