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

CANTON, Ohio, May 11 /PRNewswire/ -- A new book by Dick Maggiore lays out
sound counsel for chief executive officers about building and promoting their
companies' brand differentiation.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090511/CL14744-a )
(Photo: http://www.newscom.com/cgi-bin/prnh/20090511/CL14744-b )

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
http://innismaggiore.com/signup.aspx.

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.

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 www.innismaggiore.com to find out more about brand differentiation.

SOURCE Innis Maggiore

Jack Wollitz, Innis Maggiore, +1-800-460-4111, jack@innismaggiore.com