Innis Maggiore’s Mark Vandegrift Authors Groundbreaking Book on the Link Between Search and Positioning
CANTON, Ohio (Jan. 9, 2018) — A new book by Innis Maggiore executive Mark Vandegrift explores where no book has gone before: the surprising nexus of search and positioning.
The book, published today, is entitled “Keyword: Positioning – How Search Proves the Principles of Brand Positioning.” Vandegrift is chief operating officer of Innis Maggiore, the nation’s leading positioning ad agency. Positioning first appeared in 1969 with the publication of Jack Trout’s article, “Positioning is a game people play in today’s me-too market place,” in the magazine Industrial Marketing. As a bonus, Vandegrift includes the original article in his book.
“Keyword: Positioning” is a result of Vandegrift’s extensive experience in applying the principles of positioning in today’s digital age. He is the first to make the connection that the foundational principles of positioning are proven by the way the mind navigates online search. Furthermore, the search experience sheds tremendous light on why the brain is impacted by marketing that is tethered to a strong position. As communication clutter intensifies, positioning provides direction for marketers to drive success for their products and services.
“We consume as many as 12,000 messages per day. Basic searching on the web shows how our minds work to cut through this clutter,” Vandegrift said. “Our brains actually have a tough time making decisions when cluttered. Like a relevant search result, branding that is founded on positioning provides a clear-cut reason to buy. Positioning acts as a de-cluttering mechanism.”
Vandegrift’s expertise and insights about positioning are founded on the influence of the late Jack Trout, long recognized as the father of positioning. Before his passing this past year, Trout teamed with Innis Maggiore on various client work and regularly acknowledged the agency implemented his principles better than any he had ever engaged.
Vandegrift’s book already has gained the attention of prominent marketers.
“Mark Vandegrift’s book superbly links two important concepts: The impact of positioning and search in marketing strategy,” said Dr. Michael A. Petrochuck, director of the MBA program at the DeVille School of Business at Walsh University. “As our culture has become more complex and integrated, Vandegrift suggests a positioning message is the key to marketing success. Moreover, the concept of positioning and search sit at the feet of analytics. Numbers and brands rule – and Vandegrift nails it.”
Dr. Scott Powell, professor of business at Grove City College, recommends it for new marketers or those who need to be convinced that positioning still works as a core business strategy. He writes, “I heartily recommend this clear, insightful and compelling primer to anyone seeking to improve their understanding and application of branding strategy.”
Click to download the book, at no charge.
Innis Maggiore Group is the nation's leading positioning ad agency, building strong brand positions for companies in competitive markets. The full-service integrated agency had 2017 capitalized billings of $27 million. Key clients include: Aultman Hospital, AultCare, Baird Brothers Fine Hardwoods, BellStores, DRB Systems, Dr. Lite Medical Technologies, FSBO.com, GOJO Industries (Purell), The Goodyear Tire & Rubber Company, KFC/Kendall House, Kobre & Kim, MCTV, Marathon Petroleum Corporation, Mid’s Sicilian Pasta Sauce, Nickles Bakery, Nilodor, Republic Steel, Senseonics, SmithFoods and Stark Community Foundation. The company maintains a website at www.innismaggiore.com.