Innis Maggiore CEO Counsels Chief Execs on Brand Differentiation In New Book

CANTON, Ohio (May 11, 2009) - A new book by Dick Maggiore (photo) lays out sound counsel for chief executive officers about building and promoting their companies? brand differentiation.

Entitled The CEO's Number One Responsibility: Identifying and Articulating Your Brand's Position, Maggiore's book was published by Thomson Reuters/Aspatore. It was printed initially as a chapter in an Aspatore collection of writings providing business counsel to CEOs on brand differentiation, and is available now in book form. Readers can request a copy of the book after filling out the form at PositionistView.

Maggiore is president and CEO of Innis Maggiore, the nation's leading agency in the practice of positioning. Under his leadership, Innis Maggiore has developed and executed results-rich brand differentiating strategies and campaigns for companies across America.

"I wrote the book as a way to reach out to CEOs as they wrestle with their daily challenges and opportunities," Maggiore said. "This book lays out the critical importance of going beyond the old yardstick of 'being better' - everybody says they are 'better.' What customers really want to know is how your brand is different, and they will buy from you when they recognize that difference and why it is relevant to them."

An avowed "positionist," Maggiore writes that companies that fail to identify and capitalize their brand differentiation - their "position" - will miss their best opportunity to leapfrog their competition. Maggiore's book explains how to win the most important mind game among all of the many challenges CEOs confront.

"The battle is waged in the minds of your customers and prospects. Whether you win or lose depends on the success of your brand differentiating strategy," he said. "The book provides the roadmap to direct your company to succeed with positioning that is thoroughly aligned with the minds of your prospects."

Maggiore said successful companies are those that articulate their brand differentiation - the one word or idea that those companies most stand for in the minds of their prospects.

"Today, with so many choices and so much information overload, it has become even more critical to simplify the value proposition into a single-minded winning brand differentiating strategy, and we call this 'positioning'," he said.

Note To Editors: A downloadable image is available here.

Innis Maggiore is the nation's leading agency in the practice of positioning, building strong brand positions for companies in competitive markets.  The advertising and public relations agency, with 2008 capitalized billings of more than $28 million, employs more than 40 associates. Key clients include Alside, Aultman Health Foundation, Bank of America, Goodyear, GuideStone Financial Resources, NEOUCOM, Nickles Bakery, Parker Hannifin, Progressive Foam Technologies, RTI International Metals, Republic Engineered Products and Shearer's Foods, Inc. Innis Maggiore is a member of the American Association of Advertising Agencies, the Direct Marketing Association, the National Investor Relations Institute and the Public Relations Society of America. Visit to find out more about brand differentiation.

For more information contact:

Jim Cyphert
PR Director
Innis Maggiore
P: 330-492-5500
C: 330-501-9886
Email Jim Cyphert

"Nobody counts the number of ads you run; they just remember the impression you make."

- Bill Bernbach

"Positioning is the single most powerful concept in marketing. To stake a position means an organization, product, or service stands for one thing in the minds of prospects."

- Dick Maggiore



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