In our post-pandemic world, brands are dealing with changed customer behaviors. Attitudes about and usage of technology leap-frogged decades. How and where we work together is now very different. How we buy foods and beverages has altered dramatically. For several brands, one of the outcomes from coronavirus is the reinspection and revitalization of their brand […]
https://arcature.com/wp-content/uploads/2022/09/kseniia-ilinykh-geQbjXYkt9E-unsplash-scaled.jpg25601564Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-09-19 13:28:052022-09-19 13:28:06How Burger King, Subway and Starbucks Are Planning to Win in Our Post-Pandemic World
One of a brand’s most important elements is its perception as a responsible entity. This is especially true of a corporate brand. Responsibility is about demonstrating good corporate citizenship. Responsibility must be corporate-wide. Responsibility must be ingrained into the enterprise as a whole and reflected in all thought and action. Every brand should have a […]
https://arcature.com/wp-content/uploads/2022/09/dima-solomin-mr26tQgHGmc-unsplash-1.jpg12801920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-09-12 13:28:282022-09-12 13:28:30Relinquishing The Responsible Innovation Team at Meta
Building powerful, valuable brands makes money. Building powerful, valuable brands generates opportunities for leverage across customer needs and problems. Building powerful, valuable brands must be the goal of every brand leader. Case in point: Apple. Do you pay attention to the yearly surveys listing the most valuable brands in the world? Do you think it […]
https://arcature.com/wp-content/uploads/2022/09/laurenz-heymann-VkfhJLz5SMQ-unsplash-1.jpg12801920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-09-06 15:36:382022-09-06 20:34:34Apple: A Powerful, Valuable Brand Makes Money And Opportunity
Recently, a commentator for Financial Times wrote that “luxury is scarcity.” The reporter referred to issues concerning the German wine industry and the German car industry. Apparently, German wines no longer have a cachet. One of the reasons is the expansion of its varietals. Quantity over quality. As for the German automotive manufacturers, Mercedes is […]
In July 1965, Bob Dylan went electric at the Newport Folk Festival, abandoning the acoustic guitar for the rock genre that was sweeping through the counterculture. It was a defining moment for music and for a changing society. The segue to electric vehicles has been at a slower pace; more of an evolution than a […]
https://arcature.com/wp-content/uploads/2022/08/richard-guillory-LGyDyDORJfk-unsplash.jpg12801920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-08-22 13:21:502022-08-22 13:21:52The End of An Era: The Dodge Challenger And Dodge Charger Are Now Muscled Out
In a recent Wall Street Journal interview with Brian Cheskey, CEO and a founder of Airbnb, reporter Preetika Rana discussed the way in which Airbnb survived during the pandemic and is now flourishing. Although there were several financial measures that Airbnb employed to sustain itself during the crisis of Covid lockdowns and quarantines, one of […]
https://arcature.com/wp-content/uploads/2022/08/airbnb-brand-localization.jpg12831920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-08-08 13:19:302022-08-08 13:19:31Airbnb And The Power of Localization
In 2013, Pharrell Williams had a huge hit song called Happy. That song played everywhere. Happiness was all around us. Now, it appears as if we really need to be happy. Having been released from our Covid confinements, we are looking for ways to get happy again. Type in “happiness” for the last month on […]
https://arcature.com/wp-content/uploads/2022/08/zoe-lFzmH64pTcg-unsplash-scaled.jpg25601707Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-08-01 13:31:502022-08-01 13:31:51Have you Noticed That Brands Are Here To Make Us Happy
Guess what? The iconic world of Geoffrey the Giraffe, Toys “R” Us, is back. Toys “R” Us is a Phoenix Brand. A Phoenix Brand is a brand that has been burned to death yet attains new life and rises the next day. The mythology around the Phoenix is that it is a symbol of renewal. […]
In October of 1980, The Conference Board (the business and economics organization focused on corporate governance, HR, business ethics, global corporate citizenship and corporate performance) held a conference titled “Marketing Under Economic Adversity.” The title is apt for today as we are experiencing the highest inflation inn 41 years, at 9.1% in June 2022. We […]
When times are tough, people look for brands upon which they can rely. People look for brands they can trust. This is why now is an excellent time to aim for brand greatness. Grand greatness has several basic components. Without these, the brand cannot be on the road to greatness. First, be popular. Great brands […]
https://arcature.com/wp-content/uploads/2022/07/lauren-edvalson-WiSizdeZHBI-unsplash.jpg19201920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-07-11 13:17:142022-07-11 13:17:15Becoming a Great Brand
How Burger King, Subway and Starbucks Are Planning to Win in Our Post-Pandemic World
/in Articles /by Jay YorkIn our post-pandemic world, brands are dealing with changed customer behaviors. Attitudes about and usage of technology leap-frogged decades. How and where we work together is now very different. How we buy foods and beverages has altered dramatically. For several brands, one of the outcomes from coronavirus is the reinspection and revitalization of their brand […]
Relinquishing The Responsible Innovation Team at Meta
/in Articles /by Jay YorkOne of a brand’s most important elements is its perception as a responsible entity. This is especially true of a corporate brand. Responsibility is about demonstrating good corporate citizenship. Responsibility must be corporate-wide. Responsibility must be ingrained into the enterprise as a whole and reflected in all thought and action. Every brand should have a […]
Apple: A Powerful, Valuable Brand Makes Money And Opportunity
/in Articles /by Jay YorkBuilding powerful, valuable brands makes money. Building powerful, valuable brands generates opportunities for leverage across customer needs and problems. Building powerful, valuable brands must be the goal of every brand leader. Case in point: Apple. Do you pay attention to the yearly surveys listing the most valuable brands in the world? Do you think it […]
Abundant Rarity and the Omega Swatch MoonSwatch
/in Articles /by Jay YorkRecently, a commentator for Financial Times wrote that “luxury is scarcity.” The reporter referred to issues concerning the German wine industry and the German car industry. Apparently, German wines no longer have a cachet. One of the reasons is the expansion of its varietals. Quantity over quality. As for the German automotive manufacturers, Mercedes is […]
The End of An Era: The Dodge Challenger And Dodge Charger Are Now Muscled Out
/in Articles /by Jay YorkIn July 1965, Bob Dylan went electric at the Newport Folk Festival, abandoning the acoustic guitar for the rock genre that was sweeping through the counterculture. It was a defining moment for music and for a changing society. The segue to electric vehicles has been at a slower pace; more of an evolution than a […]
Airbnb And The Power of Localization
/in Articles /by Jay YorkIn a recent Wall Street Journal interview with Brian Cheskey, CEO and a founder of Airbnb, reporter Preetika Rana discussed the way in which Airbnb survived during the pandemic and is now flourishing. Although there were several financial measures that Airbnb employed to sustain itself during the crisis of Covid lockdowns and quarantines, one of […]
Have you Noticed That Brands Are Here To Make Us Happy
/in Articles /by Jay YorkIn 2013, Pharrell Williams had a huge hit song called Happy. That song played everywhere. Happiness was all around us. Now, it appears as if we really need to be happy. Having been released from our Covid confinements, we are looking for ways to get happy again. Type in “happiness” for the last month on […]
The Phoenix Brand: Toys “R” Us
/in Articles /by Jay YorkGuess what? The iconic world of Geoffrey the Giraffe, Toys “R” Us, is back. Toys “R” Us is a Phoenix Brand. A Phoenix Brand is a brand that has been burned to death yet attains new life and rises the next day. The mythology around the Phoenix is that it is a symbol of renewal. […]
Marketing Under Economic Adversity
/in Articles /by Jay YorkIn October of 1980, The Conference Board (the business and economics organization focused on corporate governance, HR, business ethics, global corporate citizenship and corporate performance) held a conference titled “Marketing Under Economic Adversity.” The title is apt for today as we are experiencing the highest inflation inn 41 years, at 9.1% in June 2022. We […]
Becoming a Great Brand
/in Articles /by Jay YorkWhen times are tough, people look for brands upon which they can rely. People look for brands they can trust. This is why now is an excellent time to aim for brand greatness. Grand greatness has several basic components. Without these, the brand cannot be on the road to greatness. First, be popular. Great brands […]