Creating and reinforcing brand value is the

basis for enduring profitable growth.

– Larry Light, CEO

About Arcature

Arcature is a consulting company that advises companies on how to create, build and manage brands for enduring profitable growth. Arcature has a distinct approach to the brand management process. We call this approach Brand Value Management.

What is Brand Value Management (BVM)?

It is a disciplined process that guides marketers in the implementation of the principles of brand value creation and management. It is not enough to build a big brand; the aim is to build a valuable brand. Valuable brands do not just happen. We must make them happen. We must have a never-ending commitment to creating, nurturing, defending and strengthening brand value.

Our Services

  • On-going consulting
  • Presentations
  • Seminars
  • Education
  • Speeches
  • Expert Witness Testimony
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Our Clients

Arcature consults to a wide variety of marketers worldwide on branding policy and its implementation. Marketers in...

  • Packaged goods
  • High technology
  • Durables
  • Services
  • Corporate
  • Business-to-business
  • Non-profit marketing

...have used the principles of BVM. Arcature’s principles have been applied to established brands and new brands, across both developed and emerging marketplaces. Arcature also has a proven track record in the re-vitalization of tired brands.


Larry is a respected brand/marketing expert who has published books and professional articles and whose opinions are sought by a variety of media such as:

The Wall Street Journal The New York Times CNBC Fox Business News The Financial Times Advertising Age