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Resource Based View Omparison

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Submitted By Bwei
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definition, positioning is the process by which a brand (a product or service) is marketed with the goal of owning a meaningful and differentiated idea in the mind of the target. Seems simple enough.

In practice, very few marketers are able to apply the principles of positioning in order to achieve this goal. Even the fathers of positioning, Jack Trout and Al Ries, do not provide readers of their books the obvious means or steps toward developing an effective positioning strategy. The principles are there, but perhaps not as obvious are how to practice and execute an effective positioning strategy.

Enter Innis Maggiore. With more than 35 years' experience applying and executing the principles of positioning, our agency has earned the reputation as the nation's leading agency in the practice of positioning. Our associates are positioning strategists, positionists®, trained in the principles of positioning in order to effectively execute upon our clients' positioning strategies.

Jack Trout, a dear friend of the agency, agrees: "Innis Maggiore, like no other agency, has successfully turned the principles laid out in our positioning books and created a disciplined practice. These guys really do get it."

Getting the right idea: developing the positioning strategy

Most clients and agencies start with the "things." "Build me a website." or "Design me a brochure."

Innis Maggiore starts with the business challenge or goal. No one really wants a new logo. Everyone wants more customers. The business goal can come in many forms: "We want to successfully."

Start a new company
Launch a new product or service
Develop more leads
Increase market share

These are all wildly different business challenges. But they all

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