Scroll To Top

PositionistView

Repositioning The Twin to Every Position

Repositioning - The Twin to Every Position

The best brand positions are said to "reposition" the competition. For every season of life and renewal, there is a shadow season of dormancy and death. For everything we are, there is what we are not. For every brand position there is a twin- the reposition. The best positioning ideas naturally reposition another idea or brand...

Tropicana A Lesson in Brand Creative

Tropicana: A Lesson In Brand Creative

There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative. In case you didn't know (because of how swiftly it disappeared from stores), the orange juice giant changed their product packaging from the perennial concentration (pardon the pun) on the image of the straw sticking out of an orange to a graphic they felt was a bit "juicier."...

Making Sense of Social Media Planning

Making Sense Of Social Media Planning

Innis Maggiore is often asked how we go about social media planning. Clients want to know what can be done in the social community space to create competitive advantage. With failure after failure of big corporations trying to "do social media," one reminder is clear: don't try to be what you aren't. Wal-Mart is low price, not a social community. Coke is the original beverage, not a social community. Like so many other companies and products, they've both failed and continue to fail miserably in their social media planning...

Grading Top Ads on Creative Positioning

Grading Top Ads on Creative Positioning

Creative positioning is essentially the art of expressing a differentiating idea while, at the same time, standing out in a cluttered media landscape. Before we begin grading others, it's time for a pop quiz...

Barack Obamas New Media Fundraising

Barack Obama's New Media Fundraising

The story of Obama's success is very much a story about new media fundraising. In an era when the imperative for campaign dollars lurk behind so many recent scandals, Obama has raised more money than anybody else without plumbing ethical gray areas or even spending much of his own time soliciting donations...

Dont Ask Me for a Marketing Tagline

Don't Ask Me For A Marketing Tagline

I'd like to turn your attention to the topic of branding, dispelling some common notions about what branding is, and what it is not. For starters, it is not a marketing tagline...

Starbucks Get Back to Being Unique

Starbucks: Get Back To Being Unique

An article in the the Columbus Dispatch touted that Starbucks was taking cues from its cheaper rivals. That they were seeking part of the 'value' pie. What a ghastly mistake. The first rule of positioning, in fact a commandment, is that a product, service, a company, even an individual can only stand for one thing in the mind of the prospect. Positioning is about brand differentiation. In Starbuck's case, its uniqueness is its position...

Differentiaing Your Brand

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...

Progressives Brand Identity In or Out

Progressive's Brand Identity: In or Out?

Remember the 1997 movie called In and Out? It starred Kevin Kline as Howard Brackett, a Midwestern high school teacher who questioned his sexual identity after being pronounced gay on national TV by an Academy Award-winning former student. If this weren't a movie title, it might be a commentary on Progressive Insurance. Like the character in the film confused of his sexual identity, they seem confused of their brand identity. The company simply can't seem to identify if it is in or out of the buy direct space. As a result, it may be more out than in as a top brand, having recently dropped to number four behind Geico.

A Guide to Brand Positioning v2

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...

1 ... 23 24 25 26

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.

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. If you are like most B2B advertisers, you don’t have the luxury of the large media budgets and soft accountabilities afforded consumer brands. With no way to target niche audiences, traditional TV has simply been too expensive and too wasteful to be considered viable in the B2B marketing mix.

April 7, 2021

Programmatic advertising, since the late 90s, had been waiting for a similar catapult, and 2020 brought it. While total ad spend in programmatic had grown by double digits each year since 2017, those in the know say it got the big boost from the pandemic, allowing 2020 to be dubbed, “the year of programmatic.” What was the inflection point?

 

February 11, 2021

In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe. Trailing by five, facing fourth and nine in the fourth quarter, he punted and put the game in the hands of his defense. Kansas City Chiefs Coach Andy Reid, later facing fourth and one, left his offense on the field and went for it.

August 11, 2020

The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have come to a near full halt. There’s major economic upheaval from Wall Street to Main Street. The ground below us has shaken.

April 20, 2020

The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity.

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.

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.
January 19, 2021
CANTON, Ohio (Jan. 19, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Rose Browning as director of media services. Browning will lead Innis Maggiore’s media-related activities, including strategy, research, planning, buying, negotiating and reporting.
November 17, 2020
CANTON, Ohio (Nov. 17, 2020) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Tony Bell as director of client services.
October 13, 2020
CANTON, Ohio (Oct. 13, 2020) — Innis Maggiore, the nation’s leading positioning ad agency, today announced it earned two Healthcare Advertising Awards, the oldest, largest and most widely respected advertising competition in the healthcare industry. One award is for the development of the Aultman Alliance Community Hospital website.