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Ad Exec’s Book Affirms Positioning for SEO

CANTON, Ohio —  A new book by Innis Maggiore executive Mark Vandegrift explores  the nexus of search and positioning.

The book, published today, is entitled Keyword: Positioning – How Search Proves the Principles of Brand Positioning. Vandegrift is chief operating officer of Innis Maggiore, which describes itself as the nation’s leading positioning ad agency.

Positioning first appeared in 1969 with the publication of Jack Trout’s article, “Positioning is a game people play in today’s me-too market place,” in the magazine Industrial Marketing. As a bonus, Vandegrift includes the original article in his book.

“Keyword: Positioning” is a result of Vandegrift’s extensive experience in applying the principles of positioning in today’s digital age. He makes the connection that the foundational principles of positioning are proven by the way the mind navigates online search. Furthermore, the search experience sheds tremendous light on why the brain is impacted by marketing that is tethered to a strong position. As communication clutter intensifies, positioning provides direction for marketers to drive success for their products and services, he posits.

“We consume as many as 12,000 messages per day. Basic searching on the web shows how our minds work to cut through this clutter,” Vandegrift says. “Our brains actually have a tough time making decisions when cluttered. Like a relevant search result, branding that is founded on positioning provides a clear-cut reason to buy. Positioning acts as a de-cluttering mechanism.”

Vandegrift’s expertise and insights about positioning are founded on the influence of Trout. Before his death last year, Trout teamed with Innis Maggiore on various client work and regularly acknowledged the agency implemented his principles better than any he had ever engaged.

Vandegrift’s book already has gained the attention of prominent marketers.

“Mark Vandegrift’s book superbly links two important concepts: The impact of positioning and search in marketing strategy,” said Michael A. Petrochuck, director of the MBA program at the DeVille School of Business at Walsh University. “As our culture has become more complex and integrated, Vandegrift suggests a positioning message is the key to marketing success. Moreover, the concept of positioning and search sit at the feet of analytics. Numbers and brands rule – and Vandegrift nails it.”

Scott Powell, professor of business at Grove City College, recommends the book for new marketers or those who need to be convinced that positioning still works as a core business strategy. He writes, “I heartily recommend this clear, insightful and compelling primer to anyone seeking to improve their understanding and application of branding strategy.”

Click to download the book, at no charge.

SOURCE: Innis Maggiore

Published by The Business Journal, Youngstown, Ohio.