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By Dick Maggiore and Mark Vandegrift

PositionistView

Online Video in Positioning Advertising Mix

The times ... they are a-changin'. Remember the days of dial-up? Slow downloads? Those days seem in the distant past. Viewing videos online is no longer cumbersome. Online video has moved into the mainstream, and that's good news for positioning advertising...

Part 2: Map to Identity Brand Perception

In the first part of the positioning map discussion, I explained how a positioning map is a useful tool to identify brand perception.

DEVO's Positioning Marketing

Can music benefit from positioning marketing? Though an art form, it is also a product, so in that context the answer is a definite yes. As the nation's leading agency in the practice of positioning that's also located in Northeast Ohio, Innis Maggiore can't help but appreciate the recent positioning marketing efforts of Akron's own DEVO...

Maintain Your Brand Identity

You Can Lead a Chevy to the Levee, but Can You Make it Drink Kool-Aid? Brand identity is a very delicate thing.

GuideStone and Living Your Brand Position

What I Learned On My 800-Mile Trek Across Texas Interviewing 85-Year-Old Widows If you're a regular reader of PositionistView, you're well aware of our brand position philosophy -- employing a differentiating…

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...

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