PositionistView

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...

The Skinny on Diet Pepsi's New Can After nearly two years of marketing dormancy, Diet Pepsi is introducing a new package for the brand -- the skinny can -- to reacquaint…

The Best and Worst "Positioning" Ads of the Super Bowl The big game is over, but ratings, rankings and commentary on which Super Bowl advertisements and positivists fared the best and…

We've had several clients ask us about 2011 new media trends, so here's a summary of my thoughts about what may transpire this year: Facebook continues its rise.

As the "resident expert" on logo design at the nation's leading agency in the practice of positioning, I was asked to provide a critique on the new Big Ten logo created by international design firm Pentagram. But first, I'd like to critique all the logo critics out there...

"We need to do social media!" exclaimed the CEO.

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...

With a highly-publicized election right around the corner, a lot of debate seems to revolve around the economy .

In the 2008 book, Killer Differentiators: 13 Strategies to Grow Your Brand, authors Jacky Tai and Wilson Chew conclude that Apple's brand strategy of consolidating software and hardware has "crippled…

There was a time when advertising and PR agencies not only wanted to be marketing partners with their clients, but they actually were.