This author has yet to write their bio.Meanwhile lets just say that we are proud Jay York contributed a whooping 36 entries.
Is the mass middle of the market a marketing death trap or is it a marketing opportunity? Arcature CEO Larry Light explains in his latest piece featured in Forbes. Read it now: Is The Mass Middle Of The Market A Marketing Death Trap?
The phrase “Be a runway, not a control tower” popped up a few of years ago in a Singapore newspaper. The phrase is a great way to put a frequent brand organization occurrence: the resistance to change. For brands to be successful in the ongoing challenge to remain contemporary, the idea is not to oppose […]
Arcature CEO Larry Light has been tapped as the latest Forbes Contributor within their exclusive CMO Network. From his Forbes Contributor Bio: My focus is building brands as the basis for enduring profitable business growth. I have won a variety of marketing awards. In its report on Best Marketers of the Decade, AdWeek reported that […]
Almost 30 years ago, Peter Senge, a systems scientist and lecturer at MIT’s business school, developed the concept of the learning organization. This idea became a big wave in organizational development and thinking. Basically, a learning organization is a company that enables the learning of its members while continuously transforming. According to Mr. Senge and […]
Recent news about Etsy indicates that the new leadership under CEO Josh Silverman has implemented a successful brand turnaround. The online crafts seller was in dire straits just a year ago. There was consensus among many that Etsy was doomed, a victim of not only Amazon, but also other direct to customer selling on sites […]
Many big holding companies are reexamining their organizations. Activist investors are urging many of their holdings to sell businesses for immediate profit. Advertising holding companies are also considering sales of businesses along with the consolidation of agencies into a more cohesive whole. General Electric, WPP, P&G, Nestlé are just some of the companies that are […]
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 […]
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 […]
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 […]
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 […]
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