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Dick Maggiore

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Xerox Corporate Brand Positioning

Xerox Stretches its Brand Positioning

The lead sentence in a recent Wall Street Journal article reads, "Xerox Corp.

Positioning and Repositioning

Repositioning, Positioning's Twin Concept. Its Emergence Is Timely.

Positioning has become the most powerful concept in marketing.   Positioning has a twin concept that has received little attention.

Part 1 Positioning Answers from Jack Trout

Jack Trout Answers Your Questions On Positioning (Part 2)

During Innis Maggiore's "Breakfast With Jack Trout" event, you heard Jack Trout on positioning, repositioning, and The Five Tests of Obviousness.

Part 2 Answers from Jack Trout on Positioning

Jack Trout Answers Your Questions on Positioning (Part 1)

During Innis Maggiore's "Breakfast With Jack Trout" event, you heard Jack Trout on positioning, repositioning, and The Five Tests of Obviousness. He then opened the floor for the audience members to submit their questions on positioning...

Jack Trout Event Five Tests of Obviousness

Jack Trout: The 5 Tests of Obviousness

At Innis Maggiore's "Breakfast with Jack Trout" event, Jack Trout spoke of "The Five Tests of Obviousness." He wrote more about these tests in his latest book, In Search of the Obvious...

Effective Strategies for Brand Positioning

A Guide to Brand Positioning

The brand is the most important asset that a company has. Half of Coke's total value is attributable to its brand, over $70 billion. Disney's brand contributes 68 percent to its overall value. McDonald's brand contributes an astounding 71 percent! A brand is not just the logo or name for a product or service. Brands that are built to express the differentiating idea, inherent to a specific business model and its resulting product, will create value beyond what the product was originally designed to deliver...

3-Cs Test for Brand Differentiation

Differentiating Your Brand

Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®. As part of the Appreciative Discovery, the following differentiating filter was developed. It is a three-part filter, a proof, for validating the positioning or differentiating idea. Only ideas that score 100 percent pass. We call it the 3-Cs test...

Marketing Positioning

What is Positioning in Marketing? Why it's the CEO's Number One Role.

For so many years, CEOs have focused on doing things better. For a long time, this approach worked. However, a problem has surfaced over recent years as we realize that this approach is simply not working anymore. Being better has become a basic requirement: it is what it takes just to stay in the game. Your prospects and customers have come to expect a higher level of quality and service, and, as a result, quality and service are no longer differentiators. Before you make your next marketing move. You should be asking, "what is positioning?"...

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PositionistView®

PositionistView® is an inside look into Innis Maggiore's thinking, culture and talent. They're opinon pieces through the positioning filter. No jargon. No ad-speak babble.

June 29, 2021

Advertisers have long been known for how well they accept change, pivot to new possibilities and adopt the newest technologies.

June 23, 2021

Many pundits in the world of marketing and advertising are obsessed with stuff dying. “Radio is dead in 10 years. This study proves it. ” “TV is dying.

April 7, 2021

Advertisers have long understood the potency of television (TV) as a brand-building medium for consumer products. However, business-to-business advertisers typically kept their distance, and for good reason.

April 7, 2021

The problem with mass marketing has finally been solved. The answer is programmatic advertising. Imagine two neighbors. Both watching ESPN. One sees your ad. The other doesn’t.

February 11, 2021

(Special to the Canton Repository) In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe.

Agency News

From associate promotions and new team members to awards and events, keep up with the growth and good things happening at Innis Maggiore.

July 7, 2021
CANTON, Ohio (July 7, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the addition of two summer interns, Andrew Ferguson and Sadie Reda. Andrew, a marketing major and recent graduate of Walsh University, is working in the digital department.
June 24, 2021
CANTON, Ohio (June 24, 2021) — Innis Maggiore, the nation's leading positioning ad agency, today announced the promotion of an associate and the hiring of another. Joe Chenevey, formerly a senior web developer at the agency, has been promoted to director of technology.
June 14, 2021
CANTON, Ohio (June 14, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Martha Belden to lead public relations to complement the agency’s full range of marketing services.
March 2, 2021
CANTON, Ohio (March 2, 2021) — Perfect Power Wash, Ohio’s leading professional-grade power washing company, has named Innis Maggiore, the nation’s leading positioning ad agency, as its agency of record. The Innis Maggiore team is excited to work with Ohio’s leader in professional-grade power washing.
February 22, 2021
CANTON, Ohio (Feb. 22, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced it earned seven awards at the 2021 American Advertising Federation Awards (ADDY® Awards) ceremony Friday evening.