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By Dick Maggiore and Mark Vandegrift

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BP Mess Repositioning

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

Part 1 Brand Perception Using a Positioning Map

Welcome to the first half of a discussion on the positioning map, a visual representation of your brand's perception as related to competing products...

LeBron Brand Meaning

It was 9:27 p. m.

Attention and Substance in the Practice of Positioning

If you read our post on Super Bowl ads, you may have noticed that our picks routinely (year in and year out) differ wildly from those of Ad Age, the…

Straightforward Positioning Strategy

Great creative may touch a nerve, bring a tear or generate laughter, but it is doomed to fail as effective advertising if it is not built on a solid positioning strategy. Throughout the history of advertising, creative minds have toiled to make products popular and services desirable. Many have succeeded. Most have failed. And failure is not reserved simply for those advertisements with clumsy creative...

Bettering ROI and Brand Perceptions

Many marketers misunderstand marketing. They think marketing is a battle of products, not brand perceptions. Let the better product win is the adage.

Page Titles and Online Positioning

SEO, search engine optimization, search engine marketing, page rank, keyword strategy, online positioning . . .

2010 Positioning Super Bowl Ads

Most Super Bowl Ads Fumble Great Positioning Opportunities Positioning is how you differentiate a brand. Differentiation provides the reason why someone should buy from you and not another.

Toyota Trouble with Branding

We've all heard the adage, "The bigger they are, the harder they fall. "  Nowhere is this truer than in corporate business today.

Dove for Men Line Extension

The latest miscalculation in line extension is brought to you by Unilever, maker of Dove, the world's first "beauty bar.

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