What goes around, comes around. From the beginning of advertising, expert testimony was the way to sell a brand. From the remarkable RJ Reynolds cigarette ads that touted that Doctors recommend Camels, to the ADA seal of approval on Crest toothpaste (Look Ma, no cavities!), to Ronald Reagan and GE, to TV star Mariette Hartley […]
https://arcature.com/wp-content/uploads/2018/03/download-1500x400-1.jpg4001500Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2018-04-04 11:58:332020-12-01 18:35:03THE CAROUSEL OF CREDIBILITY GRAB THE GOLD BAND OF BELIEVABILITY
Social media is the premier tool for The Age of I, where people want to be seen as individuals while at the same want to belong to identifiable groups. Social media allows people to communicate their individuality to anyone, anywhere, any time. At the same time it connects people to like-minded others. It embraces individual […]
https://arcature.com/wp-content/uploads/2018/03/download-1500x400-1.jpg4001500Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2018-03-16 16:54:262020-12-01 18:34:10DITCHING THE DARK SIDE, BOOSTING OUR BEST SIDE
Brands that control all marketing through centralized command and control are committing brand suicide. True the world is becoming more global. However it is also becoming more local and more personal at the same time. The challenge is how to market at the intersection of increased globalization, increased localization and increased personalization. Insisting that the […]
Here is some brand common sense. In order to be purchased, a brand must first be considered. The original advertisements for the New York State Lottery: “You can’t win it if you’re not in it.” Well, the same goes for consideration and purchase. Common sense. Yet, a major consulting firm McKinsey & Co. has collected […]
https://arcature.com/wp-content/uploads/2023/03/Arcature-2.png00Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2018-02-25 15:43:092018-02-15 15:44:08Common Sense Should Become Common
The 3G Capital approach is to buy a company and cut costs until there is nothing left to cut. To continue to earn profit, 3G Capital has to buy another company to make the initial investment look profitable. So, it should not be a surprise that 3G Capital took a sledgehammer to Kraft Heinz, closing […]
In 1993, newly minted IBM CEO, Lou Gerstner, when asked about his vision for the company, replied that IBM was in a mess and he did not have the time now to indulge in of vague forecasts. The press reacted poorly. Descriptions of Mr. Gerstner’s vision for IBM would be helpful for quarterly guidance. The […]
https://arcature.com/wp-content/uploads/2023/03/Arcature-2.png00Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2018-02-18 15:41:312018-02-22 16:45:37Meaningful Messaging: Using Smart Objectives To Sell Today and Tomorrow
Make life easy. Keep it simple. Be convenient. These are benefits that will never go out of date. The proliferation of product and service options, and the diffusion of accelerating technologies have made decision-making more difficult than ever. Information overload sometimes confuses rather than confirms, making us uncertain. Through the use of technology, we some […]
https://arcature.com/wp-content/uploads/2023/03/Arcature-2.png00Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2018-02-15 15:41:212018-02-15 15:41:27East Does It: The Three Dimensions of Ease
On January 15, 2018, three of the four top stories in Google News’ Technology section were about cars. Coincidently, the CEO of Fiat Chrysler Automotive (FCA), Sergio Marchionne, said, in an interview with Bloomberg, that automotive companies have to come to terms with the fact that pretty soon automotive news will no longer be about […]
https://arcature.com/wp-content/uploads/2023/03/Arcature-2.png00Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2018-02-02 16:31:282018-01-22 16:32:25Clearly Define Your Brand Now Or Forever Hold Your Peace: The Future of Automotive
Institutional trust is in serious decline. Sadly, as the surveys show, people around the world no longer trust government, healthcare systems, political systems, educational entities, leaders, experts, social systems, financial communities, news media, religious institutions, and so forth. Increasingly, we trust peers of unknown expertise on rating sites and their reviews. We trust online communities, […]
https://arcature.com/wp-content/uploads/2023/03/Arcature-2.png00Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2018-01-28 16:30:402018-01-22 16:31:23All’s Fair: Brands Must Be The Forefront Of Fairness
The retail world just provided another example of the importance of relevant differentiation. Sam’s Club is closing 10% of its 660 stores, as reported by Sarah Nassauer in The Wall Street Journal. Sam’s Club is the Walmart version of a bulk-item membership shopping experience. It is Walmart’s version of Costco. Sam’s Club CEO, John Furner, […]
THE CAROUSEL OF CREDIBILITY GRAB THE GOLD BAND OF BELIEVABILITY
/in Articles /by Jay YorkWhat goes around, comes around. From the beginning of advertising, expert testimony was the way to sell a brand. From the remarkable RJ Reynolds cigarette ads that touted that Doctors recommend Camels, to the ADA seal of approval on Crest toothpaste (Look Ma, no cavities!), to Ronald Reagan and GE, to TV star Mariette Hartley […]
DITCHING THE DARK SIDE, BOOSTING OUR BEST SIDE
/in Articles /by Jay YorkSocial media is the premier tool for The Age of I, where people want to be seen as individuals while at the same want to belong to identifiable groups. Social media allows people to communicate their individuality to anyone, anywhere, any time. At the same time it connects people to like-minded others. It embraces individual […]
CENTRALIZED MARKETING IS OLD-VIEW MARKETING
/in Articles /by Jay YorkBrands that control all marketing through centralized command and control are committing brand suicide. True the world is becoming more global. However it is also becoming more local and more personal at the same time. The challenge is how to market at the intersection of increased globalization, increased localization and increased personalization. Insisting that the […]
Common Sense Should Become Common
/in Articles /by Jay YorkHere is some brand common sense. In order to be purchased, a brand must first be considered. The original advertisements for the New York State Lottery: “You can’t win it if you’re not in it.” Well, the same goes for consideration and purchase. Common sense. Yet, a major consulting firm McKinsey & Co. has collected […]
Baloney! Boy, Cost, Cut, Buy
/in Articles /by Jay YorkThe 3G Capital approach is to buy a company and cut costs until there is nothing left to cut. To continue to earn profit, 3G Capital has to buy another company to make the initial investment look profitable. So, it should not be a surprise that 3G Capital took a sledgehammer to Kraft Heinz, closing […]
Meaningful Messaging: Using Smart Objectives To Sell Today and Tomorrow
/in Articles /by Jay YorkIn 1993, newly minted IBM CEO, Lou Gerstner, when asked about his vision for the company, replied that IBM was in a mess and he did not have the time now to indulge in of vague forecasts. The press reacted poorly. Descriptions of Mr. Gerstner’s vision for IBM would be helpful for quarterly guidance. The […]
East Does It: The Three Dimensions of Ease
/in Articles /by Jay YorkMake life easy. Keep it simple. Be convenient. These are benefits that will never go out of date. The proliferation of product and service options, and the diffusion of accelerating technologies have made decision-making more difficult than ever. Information overload sometimes confuses rather than confirms, making us uncertain. Through the use of technology, we some […]
Clearly Define Your Brand Now Or Forever Hold Your Peace: The Future of Automotive
/in Articles /by Jay YorkOn January 15, 2018, three of the four top stories in Google News’ Technology section were about cars. Coincidently, the CEO of Fiat Chrysler Automotive (FCA), Sergio Marchionne, said, in an interview with Bloomberg, that automotive companies have to come to terms with the fact that pretty soon automotive news will no longer be about […]
All’s Fair: Brands Must Be The Forefront Of Fairness
/in Articles /by Jay YorkInstitutional trust is in serious decline. Sadly, as the surveys show, people around the world no longer trust government, healthcare systems, political systems, educational entities, leaders, experts, social systems, financial communities, news media, religious institutions, and so forth. Increasingly, we trust peers of unknown expertise on rating sites and their reviews. We trust online communities, […]
Be Relevant. Be Different, Or, Be Nothing
/in Articles /by Jay YorkThe retail world just provided another example of the importance of relevant differentiation. Sam’s Club is closing 10% of its 660 stores, as reported by Sarah Nassauer in The Wall Street Journal. Sam’s Club is the Walmart version of a bulk-item membership shopping experience. It is Walmart’s version of Costco. Sam’s Club CEO, John Furner, […]