Entries by Jay York

AND THE REST IS HISTORY: THE ECONOMICS OF A BRAND BACKSTORY

When it comes to brands, history is a valuable asset. A brand’s heritage or backstory is a signal of four things: content, clarity, consistency, and credibility. Some brands have been around for centuries while some brands are relatively new. Regardless of the age of your brand, recent research (Pecot, Merchant, Valette-Florence, De Barnier, 2018) reinforcing […]

BRAND DECISION-MAKING IN AN INFORMATION-RICH WORLD

Today, we have so many ways to learn about brands: there are multiple platforms and information comes in multiple formats such as video, audio, VR, AR, as well as text search. When information is delivered in multiple formats, the information is considered “rich”. New research (Maity, Dass, and Kumar) reveals that the “richness” of the […]

BRAND EXTENSIONS STRENGTHEN BRANDS

The more ways a customer experience the delivery of a brand promise, the stronger the brand connection. Well-managed extended brands build brand loyalty. For example, having great experiences with Samsung mobile phones as a young adult can influence your choice of a Samsung washer and dryer later in your life. Apple is enjoying the fruits […]

THE LURE OF LOCALIZATION

Customization and personalization are increasingly important marketing opportunities. Customization means flexibility of product and service design. Personalization means respecting and reflecting personal differences, attitudes and values. Personalization conveys respect for customers as individuals. There is another powerful force… the lure of localization. Localization is more than the farmers’ market or the neighborhood craft brewery.  Local […]

THE ART OF ATTITUDE

In our increasingly visual, digital, world of video posts and selfie poses, Pinterest, and Snapchat, a powerful non-verbal attitude is a must for a brand. Brand attitude is not claimed. It must be designed into the brand experience. McKinsey & Co. posted an article on their website, “Ten Design Practices to Deliver Business Value.” McKinsey […]

A LOVE AFFAIR WITH MARKETING NUMEROLOGY

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 […]

PASSION OR POISON: THE HORROR OF HUBRIS

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 […]

THE CAROUSEL OF CREDIBILITY GRAB THE GOLD BAND OF BELIEVABILITY

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 […]

DITCHING THE DARK SIDE, BOOSTING OUR BEST SIDE

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 […]

CENTRALIZED MARKETING IS OLD-VIEW MARKETING

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 […]