Today, we have so many ways to learn about brands: there are multiple platforms and information comes in multiple formats such as video, audio, VR, AR, as well as text search. When information is delivered in multiple formats, the information is considered “rich”. New research (Maity, Dass, and Kumar) reveals that the “richness” of the […]
https://www.arcature.com/wp-content/uploads/2019/02/amazonecho-2x1-8071.jpg5121024Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2018-09-10 17:29:222019-02-05 17:32:56BRAND DECISION-MAKING IN AN INFORMATION-RICH WORLD
The more ways a customer experience the delivery of a brand promise, the stronger the brand connection. Well-managed extended brands build brand loyalty. For example, having great experiences with Samsung mobile phones as a young adult can influence your choice of a Samsung washer and dryer later in your life. Apple is enjoying the fruits […]
Customization and personalization are increasingly important marketing opportunities. Customization means flexibility of product and service design. Personalization means respecting and reflecting personal differences, attitudes and values. Personalization conveys respect for customers as individuals. There is another powerful force… the lure of localization. Localization is more than the farmers’ market or the neighborhood craft brewery. Local […]
In our increasingly visual, digital, world of video posts and selfie poses, Pinterest, and Snapchat, a powerful non-verbal attitude is a must for a brand. Brand attitude is not claimed. It must be designed into the brand experience. McKinsey & Co. posted an article on their website, “Ten Design Practices to Deliver Business Value.” McKinsey […]
https://www.arcature.com/wp-content/uploads/2019/02/branding-design-pencils-6444-e1549386989213.jpg20334681Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2018-06-07 13:12:502019-02-05 17:16:40THE ART OF ATTITUDE
A walk through the market research trade press is a frightening experience. The articles are paeans to technology and proprietary methodologies. If we can quantify something, it must be actionable. It is a love affair with marketing numerology. Market research has split into two groups: the academics who publish statistical articles in technical journals. (To […]
https://www.arcature.com/wp-content/uploads/2019/02/88.jpg9001600Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2018-05-02 17:08:212019-02-05 17:12:25A LOVE AFFAIR WITH MARKETING NUMEROLOGY
Brand founders are special. They have great ideas. And, they have passion. They act on their ideas. Brand founders have the code of the brand in their core. It is always worthwhile to spend time listening to their stories, learning from where the brand’s values come, and understanding the brand’s guiding principles. Unfortunately, sometimes a […]
https://www.arcature.com/wp-content/uploads/2019/02/chipotle-food-iphone-80580.jpg24483264Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2018-04-16 17:06:562019-02-05 17:07:35PASSION OR POISON: THE HORROR OF HUBRIS
What goes around, comes around. From the beginning of advertising, expert testimony was the way to sell a brand. From the remarkable RJ Reynolds cigarette ads that touted that Doctors recommend Camels, to the ADA seal of approval on Crest toothpaste (Look Ma, no cavities!), to Ronald Reagan and GE, to TV star Mariette Hartley […]
https://www.arcature.com/wp-content/uploads/2019/02/1280px-Carousel_longshot_Philly.jpg8531280Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2018-04-04 11:58:332019-02-05 17:02:43THE CAROUSEL OF CREDIBILITY GRAB THE GOLD BAND OF BELIEVABILITY
Social media is the premier tool for The Age of I, where people want to be seen as individuals while at the same want to belong to identifiable groups. Social media allows people to communicate their individuality to anyone, anywhere, any time. At the same time it connects people to like-minded others. It embraces individual […]
https://www.arcature.com/wp-content/uploads/2019/02/truth-1123020_960_720.jpg640960Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2018-03-16 16:54:262019-02-05 16:57:41DITCHING THE DARK SIDE, BOOSTING OUR BEST SIDE
Brands that control all marketing through centralized command and control are committing brand suicide. True the world is becoming more global. However it is also becoming more local and more personal at the same time. The challenge is how to market at the intersection of increased globalization, increased localization and increased personalization. Insisting that the […]
Here is some brand common sense. In order to be purchased, a brand must first be considered. The original advertisements for the New York State Lottery: “You can’t win it if you’re not in it.” Well, the same goes for consideration and purchase. Common sense. Yet, a major consulting firm McKinsey & Co. has collected […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2018-02-25 15:43:092018-02-15 15:44:08Common Sense Should Become Common
BRAND DECISION-MAKING IN AN INFORMATION-RICH WORLD
/in Articles /by Jay YorkToday, we have so many ways to learn about brands: there are multiple platforms and information comes in multiple formats such as video, audio, VR, AR, as well as text search. When information is delivered in multiple formats, the information is considered “rich”. New research (Maity, Dass, and Kumar) reveals that the “richness” of the […]
BRAND EXTENSIONS STRENGTHEN BRANDS
/in Articles /by Jay YorkThe more ways a customer experience the delivery of a brand promise, the stronger the brand connection. Well-managed extended brands build brand loyalty. For example, having great experiences with Samsung mobile phones as a young adult can influence your choice of a Samsung washer and dryer later in your life. Apple is enjoying the fruits […]
THE LURE OF LOCALIZATION
/in Articles /by Jay YorkCustomization and personalization are increasingly important marketing opportunities. Customization means flexibility of product and service design. Personalization means respecting and reflecting personal differences, attitudes and values. Personalization conveys respect for customers as individuals. There is another powerful force… the lure of localization. Localization is more than the farmers’ market or the neighborhood craft brewery. Local […]
THE ART OF ATTITUDE
/in Articles /by Jay YorkIn our increasingly visual, digital, world of video posts and selfie poses, Pinterest, and Snapchat, a powerful non-verbal attitude is a must for a brand. Brand attitude is not claimed. It must be designed into the brand experience. McKinsey & Co. posted an article on their website, “Ten Design Practices to Deliver Business Value.” McKinsey […]
A LOVE AFFAIR WITH MARKETING NUMEROLOGY
/in Articles /by Jay YorkA walk through the market research trade press is a frightening experience. The articles are paeans to technology and proprietary methodologies. If we can quantify something, it must be actionable. It is a love affair with marketing numerology. Market research has split into two groups: the academics who publish statistical articles in technical journals. (To […]
PASSION OR POISON: THE HORROR OF HUBRIS
/in Articles /by Jay YorkBrand founders are special. They have great ideas. And, they have passion. They act on their ideas. Brand founders have the code of the brand in their core. It is always worthwhile to spend time listening to their stories, learning from where the brand’s values come, and understanding the brand’s guiding principles. Unfortunately, sometimes a […]
THE CAROUSEL OF CREDIBILITY GRAB THE GOLD BAND OF BELIEVABILITY
/in Articles /by Jay YorkWhat goes around, comes around. From the beginning of advertising, expert testimony was the way to sell a brand. From the remarkable RJ Reynolds cigarette ads that touted that Doctors recommend Camels, to the ADA seal of approval on Crest toothpaste (Look Ma, no cavities!), to Ronald Reagan and GE, to TV star Mariette Hartley […]
DITCHING THE DARK SIDE, BOOSTING OUR BEST SIDE
/in Articles /by Jay YorkSocial media is the premier tool for The Age of I, where people want to be seen as individuals while at the same want to belong to identifiable groups. Social media allows people to communicate their individuality to anyone, anywhere, any time. At the same time it connects people to like-minded others. It embraces individual […]
CENTRALIZED MARKETING IS OLD-VIEW MARKETING
/in Articles /by Jay YorkBrands that control all marketing through centralized command and control are committing brand suicide. True the world is becoming more global. However it is also becoming more local and more personal at the same time. The challenge is how to market at the intersection of increased globalization, increased localization and increased personalization. Insisting that the […]
Common Sense Should Become Common
/in Articles /by arcatureHere is some brand common sense. In order to be purchased, a brand must first be considered. The original advertisements for the New York State Lottery: “You can’t win it if you’re not in it.” Well, the same goes for consideration and purchase. Common sense. Yet, a major consulting firm McKinsey & Co. has collected […]