It is well documented that a Chief Marketing Officer has a relatively short shelf life. This is not due to the irrelevance of the job. In fact, the CMO is ever more important today. The problem with the Chief Marketing Officer is the job description. The job description has become very complex and confused. This […]
It was not too long ago when several business pundits decreed that brand loyalty was dead. Their reasoning hinged on their observations that people tend to go for the latest and greatest gadget rather than stick with their known brand. For those brands that bought into this nonsense, too bad for you. Brand loyalty is […]
https://arcature.com/wp-content/uploads/2022/02/muhammad-asyfaul-f2tNsobMisQ-unsplash.jpg14401920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-02-14 14:44:142022-02-14 14:44:15High Tech Brands Are Recognizing the Importance of Brand Preference
Reading the transcript from Meta’s February 2, 2022 Earnings Call, one can understand why analysts shivered with negativity and why investors shed the enterprise’s stock. The press describes the Earnings Call as a “gloomy” prediction for the upcoming year. Meta indicated less profit, more, stronger, creative competition, Apple’s privacy changes, a slowdown in Meta’s social […]
https://arcature.com/wp-content/uploads/2022/02/steve-johnson-2UjheC7FBWQ-unsplash.jpg19201920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-02-07 15:18:482022-02-07 15:18:49Meta Needs A Plan To Win ASAP
Horizon Media, the media services agency, just issued a report outlining the latest trends to which brands must respond. Two of these trends, Restivism and Untact, create the platform for one of branding’s biggest challenges. Brands need to market to my physical and virtual shared experiences. Brands must address my simultaneous experiences in the real […]
https://arcature.com/wp-content/uploads/2022/01/dima-solomin-mr26tQgHGmc-unsplash.jpg12801920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-01-31 16:34:072022-01-31 16:34:08Welcome to the Age of Me’s: Me and Meta-Me
In a recent marketing report, Deloitte, the multinational professional services network, shared information from its Global Marketing Trends Executive Survey. At the core of the discussion – Building the Intelligent Creative Engine – How unconventional talent strategies connect marketing to the customer – is how to generate and integrate creativity while needing the analytic skills […]
https://arcature.com/wp-content/uploads/2022/01/lucas-sankey-4Ir9T2-1G_k-unsplash-scaled-e1643033843914.jpg11941707Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-01-24 14:17:392022-01-24 14:17:40Brands Need Creativity and Cross-Functional Teams
Even the best of strategies can take a hit when something unpredictable happens. This is why business leaders must be able to create and implement prearranged, deliberate strategies while being open to and able to evolve when disruptions happen or when crises alter the brand’s landscape. Having strategic dexterity is an imperative. In April of […]
Buckets of the Colonel’s chicken-less chicken? Signature Chipotle Bowls with pork-less pork? Yes, these two behemoth quick service restaurant brands are leading the way to meatless. It has been 50 years since the publication of Frances Moore Lappé’s seminal food bible, Diet For a Small Planet. Ms. Lappé’s book was a consciously and conscientiously coherent […]
Rather than make a list of 2022 predictions, here are five brand opportunities for brand leaders. Think of this as a list of “Wouldn’t it be great if…” scenarios. Wouldn’t It Be Great if There Were A Brand Offering Accessible Luxury Jewelry Again? According to The Wall Street Journal, Tiffany’s French owner, LVMH, wants to […]
https://arcature.com/wp-content/uploads/2022/01/zero-take-LRnIZoco__8-unsplash.jpg12801920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2022-01-03 16:13:192022-01-03 16:13:212021 Has Ended: It Is 2022. Wouldn’t It Be Great If…?
It is the end of year 2021. Time Magazine and Financial Times both selected Elon Musk as person of the year. There is a lot to be said for Mr. Musk’s selection. After all, he changed the automotive category. His vision and impressive focus created a future in which he wins and all other entries […]
Brands are dynamic. Great brand leadership evolves brands in order for brands to stay relevant and differentiated in the customer’s mind. Just because a brand evolves to deliver its promise in a more relevant, differentiated manner does not mean the brand must change its name. Pizza Hut sells more than pizza. UPS (United Parcel Service) […]
https://arcature.com/wp-content/uploads/2021/12/emilio-takas-_GNVwZJv-Jo-unsplash.jpg12801920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2021-12-06 15:01:562021-12-06 15:01:58Dollar Tree: A Brand Is What You Make It, Not What You Call It
The CMO as Confusing Mess Organizer
/in Articles /by Jay YorkIt is well documented that a Chief Marketing Officer has a relatively short shelf life. This is not due to the irrelevance of the job. In fact, the CMO is ever more important today. The problem with the Chief Marketing Officer is the job description. The job description has become very complex and confused. This […]
High Tech Brands Are Recognizing the Importance of Brand Preference
/in Articles /by Jay YorkIt was not too long ago when several business pundits decreed that brand loyalty was dead. Their reasoning hinged on their observations that people tend to go for the latest and greatest gadget rather than stick with their known brand. For those brands that bought into this nonsense, too bad for you. Brand loyalty is […]
Meta Needs A Plan To Win ASAP
/in Articles /by Jay YorkReading the transcript from Meta’s February 2, 2022 Earnings Call, one can understand why analysts shivered with negativity and why investors shed the enterprise’s stock. The press describes the Earnings Call as a “gloomy” prediction for the upcoming year. Meta indicated less profit, more, stronger, creative competition, Apple’s privacy changes, a slowdown in Meta’s social […]
Welcome to the Age of Me’s: Me and Meta-Me
/in Articles /by Jay YorkHorizon Media, the media services agency, just issued a report outlining the latest trends to which brands must respond. Two of these trends, Restivism and Untact, create the platform for one of branding’s biggest challenges. Brands need to market to my physical and virtual shared experiences. Brands must address my simultaneous experiences in the real […]
Brands Need Creativity and Cross-Functional Teams
/in Articles /by Jay YorkIn a recent marketing report, Deloitte, the multinational professional services network, shared information from its Global Marketing Trends Executive Survey. At the core of the discussion – Building the Intelligent Creative Engine – How unconventional talent strategies connect marketing to the customer – is how to generate and integrate creativity while needing the analytic skills […]
Falling Beyond: Turning Around Bed, Bath & Beyond
/in Articles /by Jay YorkEven the best of strategies can take a hit when something unpredictable happens. This is why business leaders must be able to create and implement prearranged, deliberate strategies while being open to and able to evolve when disruptions happen or when crises alter the brand’s landscape. Having strategic dexterity is an imperative. In April of […]
Niche to Normal: Quick Service Chains Address Meatless Meals
/in Articles /by Jay YorkBuckets of the Colonel’s chicken-less chicken? Signature Chipotle Bowls with pork-less pork? Yes, these two behemoth quick service restaurant brands are leading the way to meatless. It has been 50 years since the publication of Frances Moore Lappé’s seminal food bible, Diet For a Small Planet. Ms. Lappé’s book was a consciously and conscientiously coherent […]
2021 Has Ended: It Is 2022. Wouldn’t It Be Great If…?
/in Articles /by Jay YorkRather than make a list of 2022 predictions, here are five brand opportunities for brand leaders. Think of this as a list of “Wouldn’t it be great if…” scenarios. Wouldn’t It Be Great if There Were A Brand Offering Accessible Luxury Jewelry Again? According to The Wall Street Journal, Tiffany’s French owner, LVMH, wants to […]
Real Change Requires a Challenger Mindset
/in Articles /by Jay YorkIt is the end of year 2021. Time Magazine and Financial Times both selected Elon Musk as person of the year. There is a lot to be said for Mr. Musk’s selection. After all, he changed the automotive category. His vision and impressive focus created a future in which he wins and all other entries […]
Dollar Tree: A Brand Is What You Make It, Not What You Call It
/in Articles /by Jay YorkBrands are dynamic. Great brand leadership evolves brands in order for brands to stay relevant and differentiated in the customer’s mind. Just because a brand evolves to deliver its promise in a more relevant, differentiated manner does not mean the brand must change its name. Pizza Hut sells more than pizza. UPS (United Parcel Service) […]