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://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2022/08/airbnb-brand-localization.jpg?time=167569457612831920Jay Yorkhttps://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2017/10/logo.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://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2022/08/zoe-lFzmH64pTcg-unsplash-scaled.jpg?time=167569457625601707Jay Yorkhttps://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2017/10/logo.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://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2022/07/lauren-edvalson-WiSizdeZHBI-unsplash.jpg?time=167569457619201920Jay Yorkhttps://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2017/10/logo.pngJay York2022-07-11 13:17:142022-07-11 13:17:15Becoming a Great Brand
Brand loyalty is not dying. But, you would not know this if you are paying attention to the business press. Recently, there have been many articles describing the impact of higher prices and lack of product availability on brand loyalty. These articles and opinions state that when consumers do not see their favorite brand due […]
https://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2022/06/jarritos-mexican-soda-5aH8WBin4eM-unsplash.jpg?time=167569457612801920Jay Yorkhttps://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2017/10/logo.pngJay York2022-06-27 13:39:462022-06-27 13:39:47Brand Loyalty Is Not Dying
The primary role of the CMO is to be the voice of the customer for the brand-business. The CMO embodies the customer informing the organization. Customer understanding and insight generation are the CMO’s highest priorities. Sure, the CMO has numerous other functions these days. But, being the voice of the customer must be the number […]
https://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2022/06/blake-wisz-GFrBMipOd_E-unsplash.jpg?time=167569457612801920Jay Yorkhttps://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2017/10/logo.pngJay York2022-06-13 13:38:072022-06-13 13:38:07The CMO Must Be The Voice Of The Customer
Demographers say that aside from an apocalyptic event, demography is destiny. A global pandemic can be considered an apocalyptic event. Covid-19 did not just eliminate the lives of millions worldwide. In developed nations, Covid-19 upended or fast-tracked existing trends that have now changed the landscape of dozens of categories. The effect on brand-businesses has been […]
There is angst in Stuttgart, Germany. The executives at Mercedes believe that Mercedes has lost its luxury caché. Part of this concern has to do with its brand image. And, part of this has to do with its valuation in the eyes of investors and analysts. It seems that Mercedes is troubled that it is […]
https://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2022/05/doruk-bayram-gs3duh5iqkw-unsplash-scaled.jpg?time=167569457625601707Jay Yorkhttps://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2017/10/logo.pngJay York2022-05-31 13:10:202022-05-31 13:10:20Mercedes-Benz’ New Strategy May Be Flawed
Peloton’s new CEO, Barry McCarthy, recently reported to analysts on his turnaround plan. He stated that a turnaround plan is hard work. He said that in turnaround situations there are always a lot of surprises. He said the turnaround would take a lot of time. If he was looking for support, he did not receive […]
https://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2022/05/giorgio-trovato-2yQX9D54Eto-unsplash-scaled.jpg?time=167569457625601707Jay Yorkhttps://77n3a7.p3cdn1.secureserver.net/wp-content/uploads/2017/10/logo.pngJay York2022-05-16 13:11:152022-05-16 13:11:16Peloton: Turnaround Plan or Growth Plan
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 […]
Brand Loyalty Is Not Dying
/in Articles /by Jay YorkBrand loyalty is not dying. But, you would not know this if you are paying attention to the business press. Recently, there have been many articles describing the impact of higher prices and lack of product availability on brand loyalty. These articles and opinions state that when consumers do not see their favorite brand due […]
The CMO Must Be The Voice Of The Customer
/in Articles /by Jay YorkThe primary role of the CMO is to be the voice of the customer for the brand-business. The CMO embodies the customer informing the organization. Customer understanding and insight generation are the CMO’s highest priorities. Sure, the CMO has numerous other functions these days. But, being the voice of the customer must be the number […]
Covid-19 Killed Either/Or
/in Articles /by Jay YorkDemographers say that aside from an apocalyptic event, demography is destiny. A global pandemic can be considered an apocalyptic event. Covid-19 did not just eliminate the lives of millions worldwide. In developed nations, Covid-19 upended or fast-tracked existing trends that have now changed the landscape of dozens of categories. The effect on brand-businesses has been […]
Mercedes-Benz’ New Strategy May Be Flawed
/in Articles /by Jay YorkThere is angst in Stuttgart, Germany. The executives at Mercedes believe that Mercedes has lost its luxury caché. Part of this concern has to do with its brand image. And, part of this has to do with its valuation in the eyes of investors and analysts. It seems that Mercedes is troubled that it is […]
Peloton: Turnaround Plan or Growth Plan
/in Articles /by Jay YorkPeloton’s new CEO, Barry McCarthy, recently reported to analysts on his turnaround plan. He stated that a turnaround plan is hard work. He said that in turnaround situations there are always a lot of surprises. He said the turnaround would take a lot of time. If he was looking for support, he did not receive […]