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
We are experiencing three over-arching colliding forces: increased globalization, increased localization, and increased personalization… all happening simultaneously. Even though the world feels closer, brand leaders cannot ignore the increased importance of relevant local differences and the compelling desires for personalized experiences. How can organizations build strong brands in this more global, more local and more […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2017-10-09 14:13:372017-10-09 14:13:37The Era of New Brand Leadership:
It is all about traffic. For all the fanfare about All Day Breakfast, McDonald’s (NYSE: MCD) in the USA has not been able to stem its steady four-year decline in customer traffic. Guest counts have declined for over four years. True, the fast food restaurant category is experiencing decline. But, McDonald’s is declining at a […]
https://www.arcature.com/wp-content/uploads/2017/10/logo.png00arcaturehttps://www.arcature.com/wp-content/uploads/2017/10/logo.pngarcature2017-10-09 14:13:022017-10-09 14:13:06The Four-Year Trend That is Killing McDonald’s
There was a seismic shift in the business landscape on Friday, June 16, 2017. Amazon purchased Whole Foods, the organic food purveyor. The headlines and grocery stock prices reflected the surprise. There are discussions about the future of the grocery store. Just recently, in The New York Times, there was an article about what the […]
With fourth-quarter earnings dropping 21% and global sales down, the company needs a back-to-basics turnaround. In 2002 McDonald’s was losing market share. Employee and franchisee morale were extremely low. The popular view was that the time for McDonald’s had passed. Shares were in severe decline. Then the company’s chief executive officer, Jim Cantalupo, and president […]
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 […]
The Era of New Brand Leadership:
/in Articles /by arcatureWe are experiencing three over-arching colliding forces: increased globalization, increased localization, and increased personalization… all happening simultaneously. Even though the world feels closer, brand leaders cannot ignore the increased importance of relevant local differences and the compelling desires for personalized experiences. How can organizations build strong brands in this more global, more local and more […]
The Four-Year Trend That is Killing McDonald’s
/in Articles /by arcatureIt is all about traffic. For all the fanfare about All Day Breakfast, McDonald’s (NYSE: MCD) in the USA has not been able to stem its steady four-year decline in customer traffic. Guest counts have declined for over four years. True, the fast food restaurant category is experiencing decline. But, McDonald’s is declining at a […]
The Drum
/in Articles /by arcatureThere was a seismic shift in the business landscape on Friday, June 16, 2017. Amazon purchased Whole Foods, the organic food purveyor. The headlines and grocery stock prices reflected the surprise. There are discussions about the future of the grocery store. Just recently, in The New York Times, there was an article about what the […]
How to Revive McDonald’s
/in Articles /by arcatureWith fourth-quarter earnings dropping 21% and global sales down, the company needs a back-to-basics turnaround. In 2002 McDonald’s was losing market share. Employee and franchisee morale were extremely low. The popular view was that the time for McDonald’s had passed. Shares were in severe decline. Then the company’s chief executive officer, Jim Cantalupo, and president […]