“Both Enterprise and Avis have created options that address a more flexible, adaptable, variable approach to transportation.” says Arcature CEO Larry Light. Read the rest in his Forbes piece “Why Avis And Enterprise Are Beating Car Dealerships To The Future“.
https://www.arcature.com/wp-content/uploads/2019/04/Zipcars_in_Pittsburgh_Pennsylvania.jpg896768Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2019-04-12 14:38:182019-04-12 14:38:19Larry Light Explains "Why Avis And Enterprise Are Beating Car Dealerships To The Future" In Forbes
As the FDA is nearly about to address food and beverage labeling this coming summer, how brands can use the term “healthy” may be redefined. Read Larry’s latest Forbes piece to learn Why Your Favorite Healthy Snack May Not Be Healthy?
https://www.arcature.com/wp-content/uploads/2019/04/16248775638_10becc4394_b.jpg5471024Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2019-04-09 14:13:482019-04-09 14:13:48Larry Light Points Out "Why Your Favorite Healthy Snack May Not Be Healthy?" In Forbes
In his latest Forbes piece, Larry light asks the question “Can the Boeing 737 Max brand reputation be repaired?”. Read his thoughts here: Can The Boeing 737 Max Brand Reputation Be Repaired?
https://www.arcature.com/wp-content/uploads/2019/04/boeing.jpg9601920Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2019-04-04 15:41:102019-04-04 15:41:10Larry Light Discusses The Boeing 737 Max Brand in Forbes
Is the mass middle of the market a marketing death trap or is it a marketing opportunity? Arcature CEO Larry Light explains in his latest piece featured in Forbes. Read it now: Is The Mass Middle Of The Market A Marketing Death Trap?
https://www.arcature.com/wp-content/uploads/2019/03/Screen-Shot-2019-03-28-at-9.38.07-AM.png354948Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2019-03-28 13:39:492019-03-28 13:39:49Read Larry Light's Latest Forbes Piece: Is The Mass Middle Of The Market A Marketing Death Trap?
The phrase “Be a runway, not a control tower” popped up a few of years ago in a Singapore newspaper. The phrase is a great way to put a frequent brand organization occurrence: the resistance to change. For brands to be successful in the ongoing challenge to remain contemporary, the idea is not to oppose […]
Arcature CEO Larry Light has been tapped as the latest Forbes Contributor within their exclusive CMO Network. From his Forbes Contributor Bio: My focus is building brands as the basis for enduring profitable business growth. I have won a variety of marketing awards. In its report on Best Marketers of the Decade, AdWeek reported that […]
Almost 30 years ago, Peter Senge, a systems scientist and lecturer at MIT’s business school, developed the concept of the learning organization. This idea became a big wave in organizational development and thinking. Basically, a learning organization is a company that enables the learning of its members while continuously transforming. According to Mr. Senge and […]
https://www.arcature.com/wp-content/uploads/2019/02/22470765373_d4d94062f8_b.jpg5381024Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2019-01-15 17:50:352019-02-05 17:54:16LEARN FROM THE MISTAKES OF OTHERS
Recent news about Etsy indicates that the new leadership under CEO Josh Silverman has implemented a successful brand turnaround. The online crafts seller was in dire straits just a year ago. There was consensus among many that Etsy was doomed, a victim of not only Amazon, but also other direct to customer selling on sites […]
Many big holding companies are reexamining their organizations. Activist investors are urging many of their holdings to sell businesses for immediate profit. Advertising holding companies are also considering sales of businesses along with the consolidation of agencies into a more cohesive whole. General Electric, WPP, P&G, Nestlé are just some of the companies that are […]
When it comes to brands, history is a valuable asset. A brand’s heritage or backstory is a signal of four things: content, clarity, consistency, and credibility. Some brands have been around for centuries while some brands are relatively new. Regardless of the age of your brand, recent research (Pecot, Merchant, Valette-Florence, De Barnier, 2018) reinforcing […]
https://www.arcature.com/wp-content/uploads/2019/02/Levi_Strauss_sign.jpg23043072Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2018-10-05 14:34:182019-02-05 17:37:05AND THE REST IS HISTORY: THE ECONOMICS OF A BRAND BACKSTORY
Larry Light Explains “Why Avis And Enterprise Are Beating Car Dealerships To The Future” In Forbes
/in Articles, Press Release /by Jay York“Both Enterprise and Avis have created options that address a more flexible, adaptable, variable approach to transportation.” says Arcature CEO Larry Light. Read the rest in his Forbes piece “Why Avis And Enterprise Are Beating Car Dealerships To The Future“.
Larry Light Points Out “Why Your Favorite Healthy Snack May Not Be Healthy?” In Forbes
/in Articles, Press Release /by Jay YorkAs the FDA is nearly about to address food and beverage labeling this coming summer, how brands can use the term “healthy” may be redefined. Read Larry’s latest Forbes piece to learn Why Your Favorite Healthy Snack May Not Be Healthy?
Larry Light Discusses The Boeing 737 Max Brand in Forbes
/in Articles, Press Release /by Jay YorkIn his latest Forbes piece, Larry light asks the question “Can the Boeing 737 Max brand reputation be repaired?”. Read his thoughts here: Can The Boeing 737 Max Brand Reputation Be Repaired?
Read Larry Light’s Latest Forbes Piece: Is The Mass Middle Of The Market A Marketing Death Trap?
/in Articles, Press Release /by Jay YorkIs the mass middle of the market a marketing death trap or is it a marketing opportunity? Arcature CEO Larry Light explains in his latest piece featured in Forbes. Read it now: Is The Mass Middle Of The Market A Marketing Death Trap?
NEW RULE FOR BRAND ORGANIZATIONS
/in Articles /by Jay YorkThe phrase “Be a runway, not a control tower” popped up a few of years ago in a Singapore newspaper. The phrase is a great way to put a frequent brand organization occurrence: the resistance to change. For brands to be successful in the ongoing challenge to remain contemporary, the idea is not to oppose […]
LARRY LIGHT BECOMES FORBES CMO NETWORK CONTRIBUTOR
/in Articles, Press Release /by Jay YorkArcature CEO Larry Light has been tapped as the latest Forbes Contributor within their exclusive CMO Network. From his Forbes Contributor Bio: My focus is building brands as the basis for enduring profitable business growth. I have won a variety of marketing awards. In its report on Best Marketers of the Decade, AdWeek reported that […]
LEARN FROM THE MISTAKES OF OTHERS
/in Articles /by Jay YorkAlmost 30 years ago, Peter Senge, a systems scientist and lecturer at MIT’s business school, developed the concept of the learning organization. This idea became a big wave in organizational development and thinking. Basically, a learning organization is a company that enables the learning of its members while continuously transforming. According to Mr. Senge and […]
THE SIX RULES OF BRAND REVITALIZATION: ETSY’S BRAND RECOVERY
/in Articles /by Jay YorkRecent news about Etsy indicates that the new leadership under CEO Josh Silverman has implemented a successful brand turnaround. The online crafts seller was in dire straits just a year ago. There was consensus among many that Etsy was doomed, a victim of not only Amazon, but also other direct to customer selling on sites […]
FUTURE PROOFING BRANDS
/in Articles /by Jay YorkMany big holding companies are reexamining their organizations. Activist investors are urging many of their holdings to sell businesses for immediate profit. Advertising holding companies are also considering sales of businesses along with the consolidation of agencies into a more cohesive whole. General Electric, WPP, P&G, Nestlé are just some of the companies that are […]
AND THE REST IS HISTORY: THE ECONOMICS OF A BRAND BACKSTORY
/in Articles /by Jay YorkWhen it comes to brands, history is a valuable asset. A brand’s heritage or backstory is a signal of four things: content, clarity, consistency, and credibility. Some brands have been around for centuries while some brands are relatively new. Regardless of the age of your brand, recent research (Pecot, Merchant, Valette-Florence, De Barnier, 2018) reinforcing […]