As the FDA is nearly about to address food and beverage labeling this coming summer, how brands can use the term “healthy” may be redefined. Read Larry’s latest Forbes piece to learn Why Your Favorite Healthy Snack May Not Be Healthy?
In his latest Forbes piece, Larry light asks the question “Can the Boeing 737 Max brand reputation be repaired?”.
Read his thoughts here: Can The Boeing 737 Max Brand Reputation Be Repaired?
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.
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 “Larry Light, who turned around McDonald’s as CMO from 2002 to 2005 finished second to Steve Jobs.” In summarizing the top ten ideas of the decade, Ad Age selected “Brand Journalism,” “introduced by Larry Light as arguably the most realistic description of marketing today — perhaps ever.” And, I was the first Chairman of the Coalition for Brand Equity – a group founded by advertisers, agencies, and media. I authored articles accepted in peer-reviewed professional journals and other well-known publications such as the Journal of Brand Strategy, Journal of Advertising Research, Harvard Business Review. Along with Joan Kiddon, I have published four books on marketing, brand management and organization for brand-centricity. Two of the books are focused on the successful turnaround of failing brands.
Read his first piece in Forbes, Financial Engineering Damages Brands.