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 […]
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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 These are benefits that will never go out of date.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 […]
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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 […]
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Institutional trust is in serious decline. Sadly, as the surveys show, people around the world no longer trust government, healthcare systems, political systems, educational entities, leaders, experts, social systems, financial communities, news media, religious institutions, and so forth. Increasingly, we trust peers of unknown expertise on rating sites and their reviews. We trust online communities, […]
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The retail world just provided another example of the importance of relevant differentiation. Sam’s Club is closing 10% of its 660 stores, as reported by Sarah Nassauer in The Wall Street Journal. Sam’s Club is the Walmart version of a bulk-item membership shopping experience. It is Walmart’s version of Costco. Sam’s Club CEO, John Furner, […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2018-01-25 16:28:182018-01-22 16:29:33Be Relevant. Be Different, Or, Be Nothing
CAN’T SLEEP AT NIGHT, BUT JUST THE SAME, I NEVER WEEP AT NIGHT, I CALL YOUR NAME CAN WHAT YOU CALL YOUR BRAND CHANGE YOUR BRAND? Special thanks to The Mamas & Papa’s for the lyric: it leads us t o a prominent, pervasive element of marketing. Brand naming is big business. Brand name creators […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2018-01-22 16:28:102018-01-22 16:29:29I Cant Sleep at Night, But Just The Same
Established food brands, set in their ways, are having suffering sales difficulties. Food is an area where paradoxical turbulence is having extraordinary impact. We want healthful food and indulgent food; we want diet and delight. This is a massive opportunity for a permissible pleasure. According to Bloomberg.com, “We want to eat healthier but are also […]
From Marriott to Amazon to Nestlé to Google to Apple to Unilever to LG to Neutrogena to Source-Branded Portfolios are increasing in importance. With a shared common, source of credibility, individual brands can focus on developing and strengthening their specialness. In a highly competitive, highly fractionated, fast-paced environment, resources are better often better spent behind […]
Database management is a hot topic today. Numbers can generate numbness. Marketing executives often expect data analytics to reveal the answers. The role of data, evidence, research, is to inform, not to decide. Research provides direction, and raises questions. Data does not decide; people do. Data do not take into consideration mission, context, policies, priorities; […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2018-01-10 17:42:072018-01-10 17:42:22Data Do Not Think; People Do
Abstract Marketing is all about creating value for customers. If there is no value for customers, there can be no value for other stakeholders. Our understanding of how customers evaluate value must evolve. Today, an important factor affecting perceived value is the trustworthiness of the brand promise. Being the most trusted brand in a competitive […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2017-10-09 14:14:222017-10-09 14:14:22It’s All About Value… A new Perspective
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 […]
All’s Fair: Brands Must Be The Forefront Of Fairness
/in Articles /by arcatureInstitutional trust is in serious decline. Sadly, as the surveys show, people around the world no longer trust government, healthcare systems, political systems, educational entities, leaders, experts, social systems, financial communities, news media, religious institutions, and so forth. Increasingly, we trust peers of unknown expertise on rating sites and their reviews. We trust online communities, […]
Be Relevant. Be Different, Or, Be Nothing
/in Articles /by arcatureThe retail world just provided another example of the importance of relevant differentiation. Sam’s Club is closing 10% of its 660 stores, as reported by Sarah Nassauer in The Wall Street Journal. Sam’s Club is the Walmart version of a bulk-item membership shopping experience. It is Walmart’s version of Costco. Sam’s Club CEO, John Furner, […]
I Cant Sleep at Night, But Just The Same
/in Articles /by arcatureCAN’T SLEEP AT NIGHT, BUT JUST THE SAME, I NEVER WEEP AT NIGHT, I CALL YOUR NAME CAN WHAT YOU CALL YOUR BRAND CHANGE YOUR BRAND? Special thanks to The Mamas & Papa’s for the lyric: it leads us t o a prominent, pervasive element of marketing. Brand naming is big business. Brand name creators […]
Permissible Pleasure
/in Articles /by arcatureEstablished food brands, set in their ways, are having suffering sales difficulties. Food is an area where paradoxical turbulence is having extraordinary impact. We want healthful food and indulgent food; we want diet and delight. This is a massive opportunity for a permissible pleasure. According to Bloomberg.com, “We want to eat healthier but are also […]
Source Branded Portfolios Bring Brands Together
/in Articles /by arcatureFrom Marriott to Amazon to Nestlé to Google to Apple to Unilever to LG to Neutrogena to Source-Branded Portfolios are increasing in importance. With a shared common, source of credibility, individual brands can focus on developing and strengthening their specialness. In a highly competitive, highly fractionated, fast-paced environment, resources are better often better spent behind […]
Data Do Not Think; People Do
/in Articles /by arcatureDatabase management is a hot topic today. Numbers can generate numbness. Marketing executives often expect data analytics to reveal the answers. The role of data, evidence, research, is to inform, not to decide. Research provides direction, and raises questions. Data does not decide; people do. Data do not take into consideration mission, context, policies, priorities; […]
It’s All About Value… A new Perspective
/in Articles /by arcatureAbstract Marketing is all about creating value for customers. If there is no value for customers, there can be no value for other stakeholders. Our understanding of how customers evaluate value must evolve. Today, an important factor affecting perceived value is the trustworthiness of the brand promise. Being the most trusted brand in a competitive […]