Entries by Jay York

Sears: The Agonizing Attrition of An Icon

As we enter the holiday season, we learn from BusinessWeek that Sears, once America’s holiday shopping mecca, is barely alive, in the continuing agony of attrition. The sadness of Sears is palpable.  Let’s face the facts: Sears is no longer a living brand. Some refer to Sears as a zombie brand: no longer alive but […]

Twitter Is Torching Its Brand Power

A powerful brand is the consistent identity of a trusted source. A powerful brand reflects its trusted reputation for quality, leadership, and integrity, underpinning all stakeholder relationships. A powerful brand is not merely a marketing concept. It is not an academic theory. It is not a line in an advertising slogan. A powerful brand is […]

Amazon Prime: The Bundle Is Better

Which is better for the brand? Asking users to pay for individual services? Or asking users to buy a bundle of services? There is a lot behavioral psychology involved in this choice that affects brand perceptions. There are inherent risks whichever approach a brand employs.  Research shows that individual fees feel more personalized as a […]

Building Immersive Brand Experiences: American Girl and RH Restaurants

Prior to the pandemic, Starbucks’ founder, Howard Schultz, stated that the way forward for brands is making your branded space an “experiential destination.” At that time,   Starbucks’ CEO, Kevin Johnson said, “To survive, merchants need to create unique and immersive in-store experiences.” Covid-19 changed things for Starbucks as the company post-pandemic focuses more on […]

Walgreen’s Bets Success On Segmentation

Walgreen’s’ CFO told The Wall Street Journal that the pharmacy’s almost two-year focus on Covid-19 was at the expense of its established customer base. While selling hand sanitizer rubbing alcohol, masks and dispensing vaccinations, Walgreen’s lost relevance with its core customers’ other needs. Walgreens’ is clearly unhappy about this situation. Now that the urgency of […]

Harley-Davidson’s Brand Family

Bloomberg Hyperdrive, a newsletter on the ideas that are reshaping the automotive industry, interviewed the CEO of Harley-Davidson, Jochen Zeitz. The subject of the interview was the spinning-off of Harley’s electric bike division – LiveWire. Within a discussion on finances, stock prices and the rationale for the spinoff, the interview turned out to be a […]

Brand Choice And The Impact Of Too Few Choices

Recently, an article appeared in the journal Behavorial Scientist. The authors looked at choice. But, unlike the majority of choice studies that focus on choice overload (too many options), the authors focused on choice deprivation (too few options). The result of their study among 7,400 respondents across six categories and six countries was that “… […]

Beyond Meat And The Value Of A Trustworthy Brand Value Equation

Beyond Meat, the plant protein, traditional meat alternative brand, has a value equation problem.  A value equation is the internal mind-set that customers have when assessing the worth of a brand. A value equation a mental perception that assesses value prior to a purchase. A customer-perceived value equation is what you get for what you […]