Even the best of strategies can take a hit when something unpredictable happens. This is why business leaders must be able to create and implement prearranged, deliberate strategies while being open to and able to evolve when disruptions happen or when crises alter the brand’s landscape. Having strategic dexterity is an imperative. In April of […]
Buckets of the Colonel’s chicken-less chicken? Signature Chipotle Bowls with pork-less pork? Yes, these two behemoth quick service restaurant brands are leading the way to meatless. It has been 50 years since the publication of Frances Moore Lappé’s seminal food bible, Diet For a Small Planet. Ms. Lappé’s book was a consciously and conscientiously coherent […]
Rather than make a list of 2022 predictions, here are five brand opportunities for brand leaders. Think of this as a list of “Wouldn’t it be great if…” scenarios. Wouldn’t It Be Great if There Were A Brand Offering Accessible Luxury Jewelry Again? According to The Wall Street Journal, Tiffany’s French owner, LVMH, wants to […]
https://www.arcature.com/wp-content/uploads/2022/01/zero-take-LRnIZoco__8-unsplash.jpg12801920Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2022-01-03 16:13:192022-01-03 16:13:212021 Has Ended: It Is 2022. Wouldn’t It Be Great If…?
It is the end of year 2021. Time Magazine and Financial Times both selected Elon Musk as person of the year. There is a lot to be said for Mr. Musk’s selection. After all, he changed the automotive category. His vision and impressive focus created a future in which he wins and all other entries […]
Brands are dynamic. Great brand leadership evolves brands in order for brands to stay relevant and differentiated in the customer’s mind. Just because a brand evolves to deliver its promise in a more relevant, differentiated manner does not mean the brand must change its name. Pizza Hut sells more than pizza. UPS (United Parcel Service) […]
https://www.arcature.com/wp-content/uploads/2021/12/emilio-takas-_GNVwZJv-Jo-unsplash.jpg12801920Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2021-12-06 15:01:562021-12-06 15:01:58Dollar Tree: A Brand Is What You Make It, Not What You Call It
Unless you live in Illinois, you might have missed the news: the last large Sears department store has closed. Twenty minutes west of Chicago’s O’Hare airport, the Sears at Woodfield Mall in Schaumburg, Illinois took its last breath this November: the property will be redeveloped. This is poignant. Chicago, Illinois was where Mr. Sears and […]
Apparently, Peloton is losing its shine. Press reports indicate that Peloton’s shares are down as are investors’ hopes. Now that cities and towns are open, why workout from home anymore? Peloton will need to work harder to generate new customers. And, the brand could risk losing some of its current customers. Answers to Peloton’s dilemma […]
This is surprising news. If any legacy automotive company were to have a clear, concise, inspirational vision about the future it would be Ford Motor Company. Ford Motor Company became successful because its founder, Henry Ford, had an incredible vision. Simply put, Henry Ford saw a future where everyone who makes a car would be […]
https://www.arcature.com/wp-content/uploads/2021/11/dan-smedley-5BCsH-9R8go-unsplash-1-scaled.jpg25601707Jay Yorkhttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngJay York2021-11-08 16:22:442021-11-08 16:22:47Hertz Bets On An Accessible Tomorrow In Which We All Will Win
Recently, Friendly’s, the 80 year old east coast, family-friendly restaurant known for its ice cream creations and flavors, along with signature sandwiches, burgers and other main courses, hired a new advertising agency. The new advertising agency will help Friendly’s transform itself into a modern, fast-casual restaurant that is more in touch with our “on-the-go’ dining behaviors. […]
Marketing needs a new business purpose. Without a new business purpose, marketing will have no purpose. Instead of a profession, marketing has become a trade: the trade of managing and executing marketing and media tactics. Marketing has fallen in love with the increasing number of communication channel opportunities, social media, entertainment, events, online and so […]
Falling Beyond: Turning Around Bed, Bath & Beyond
/in Articles /by Jay YorkEven the best of strategies can take a hit when something unpredictable happens. This is why business leaders must be able to create and implement prearranged, deliberate strategies while being open to and able to evolve when disruptions happen or when crises alter the brand’s landscape. Having strategic dexterity is an imperative. In April of […]
Niche to Normal: Quick Service Chains Address Meatless Meals
/in Articles /by Jay YorkBuckets of the Colonel’s chicken-less chicken? Signature Chipotle Bowls with pork-less pork? Yes, these two behemoth quick service restaurant brands are leading the way to meatless. It has been 50 years since the publication of Frances Moore Lappé’s seminal food bible, Diet For a Small Planet. Ms. Lappé’s book was a consciously and conscientiously coherent […]
2021 Has Ended: It Is 2022. Wouldn’t It Be Great If…?
/in Articles /by Jay YorkRather than make a list of 2022 predictions, here are five brand opportunities for brand leaders. Think of this as a list of “Wouldn’t it be great if…” scenarios. Wouldn’t It Be Great if There Were A Brand Offering Accessible Luxury Jewelry Again? According to The Wall Street Journal, Tiffany’s French owner, LVMH, wants to […]
Real Change Requires a Challenger Mindset
/in Articles /by Jay YorkIt is the end of year 2021. Time Magazine and Financial Times both selected Elon Musk as person of the year. There is a lot to be said for Mr. Musk’s selection. After all, he changed the automotive category. His vision and impressive focus created a future in which he wins and all other entries […]
Dollar Tree: A Brand Is What You Make It, Not What You Call It
/in Articles /by Jay YorkBrands are dynamic. Great brand leadership evolves brands in order for brands to stay relevant and differentiated in the customer’s mind. Just because a brand evolves to deliver its promise in a more relevant, differentiated manner does not mean the brand must change its name. Pizza Hut sells more than pizza. UPS (United Parcel Service) […]
Sears’ Twilight Saga: Tracing Sears’ Downfall to Troubling Brand Management Behaviors
/in Articles /by Jay YorkUnless you live in Illinois, you might have missed the news: the last large Sears department store has closed. Twenty minutes west of Chicago’s O’Hare airport, the Sears at Woodfield Mall in Schaumburg, Illinois took its last breath this November: the property will be redeveloped. This is poignant. Chicago, Illinois was where Mr. Sears and […]
Peloton’s Three Marketing Must-Do’s
/in Articles /by Jay YorkApparently, Peloton is losing its shine. Press reports indicate that Peloton’s shares are down as are investors’ hopes. Now that cities and towns are open, why workout from home anymore? Peloton will need to work harder to generate new customers. And, the brand could risk losing some of its current customers. Answers to Peloton’s dilemma […]
Hertz Bets On An Accessible Tomorrow In Which We All Will Win
/in Articles /by Jay YorkThis is surprising news. If any legacy automotive company were to have a clear, concise, inspirational vision about the future it would be Ford Motor Company. Ford Motor Company became successful because its founder, Henry Ford, had an incredible vision. Simply put, Henry Ford saw a future where everyone who makes a car would be […]
Friendly’s Faces the Future
/in Articles /by Jay YorkRecently, Friendly’s, the 80 year old east coast, family-friendly restaurant known for its ice cream creations and flavors, along with signature sandwiches, burgers and other main courses, hired a new advertising agency. The new advertising agency will help Friendly’s transform itself into a modern, fast-casual restaurant that is more in touch with our “on-the-go’ dining behaviors. […]
The Future of Marketing
/in Articles /by Jay YorkMarketing needs a new business purpose. Without a new business purpose, marketing will have no purpose. Instead of a profession, marketing has become a trade: the trade of managing and executing marketing and media tactics. Marketing has fallen in love with the increasing number of communication channel opportunities, social media, entertainment, events, online and so […]