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
The 3G Capital approach is to buy a company and cut costs until there is nothing left to cut. To continue to earn profit, 3G Capital has to buy another company to make the initial investment look profitable. So, it should not be a surprise that 3G Capital took a sledgehammer to Kraft Heinz, closing […]
In 1993, newly minted IBM CEO, Lou Gerstner, when asked about his vision for the company, replied that IBM was in a mess and he did not have the time now to indulge in of vague forecasts. The press reacted poorly. Descriptions of Mr. Gerstner’s vision for IBM would be helpful for quarterly guidance. The […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2018-02-18 15:41:312018-02-22 16:45:37Meaningful Messaging: Using Smart Objectives To Sell Today and Tomorrow
Make life easy. Keep it simple. Be convenient. These are benefits that will never go out of date. The proliferation of product and service options, and the diffusion of accelerating technologies have made decision-making more difficult than ever. Information overload sometimes confuses rather than confirms, making us uncertain. Through the use of technology, we some […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2018-02-15 15:41:212018-02-15 15:41:27East Does It: The Three Dimensions of Ease
On January 15, 2018, three of the four top stories in Google News’ Technology section were about cars. Coincidently, the CEO of Fiat Chrysler Automotive (FCA), Sergio Marchionne, said, in an interview with Bloomberg, that automotive companies have to come to terms with the fact that pretty soon automotive news will no longer be about […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2018-02-02 16:31:282018-01-22 16:32:25Clearly Define Your Brand Now Or Forever Hold Your Peace: The Future of Automotive
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 […]
Baloney! Boy, Cost, Cut, Buy
/in Articles /by arcatureThe 3G Capital approach is to buy a company and cut costs until there is nothing left to cut. To continue to earn profit, 3G Capital has to buy another company to make the initial investment look profitable. So, it should not be a surprise that 3G Capital took a sledgehammer to Kraft Heinz, closing […]
Meaningful Messaging: Using Smart Objectives To Sell Today and Tomorrow
/in Articles /by arcatureIn 1993, newly minted IBM CEO, Lou Gerstner, when asked about his vision for the company, replied that IBM was in a mess and he did not have the time now to indulge in of vague forecasts. The press reacted poorly. Descriptions of Mr. Gerstner’s vision for IBM would be helpful for quarterly guidance. The […]
East Does It: The Three Dimensions of Ease
/in Articles /by arcatureMake life easy. Keep it simple. Be convenient. These are benefits that will never go out of date. The proliferation of product and service options, and the diffusion of accelerating technologies have made decision-making more difficult than ever. Information overload sometimes confuses rather than confirms, making us uncertain. Through the use of technology, we some […]
Clearly Define Your Brand Now Or Forever Hold Your Peace: The Future of Automotive
/in Articles /by arcatureOn January 15, 2018, three of the four top stories in Google News’ Technology section were about cars. Coincidently, the CEO of Fiat Chrysler Automotive (FCA), Sergio Marchionne, said, in an interview with Bloomberg, that automotive companies have to come to terms with the fact that pretty soon automotive news will no longer be about […]