Ordinarily, unfairly capitalizing on the familiar brand identity of a known brand would be brand dilution. The entity using the known brand’s identity can be considered a parasite. A parasite brand is a brand that lives off the brand equity of another brand. No imitator, no copycat, no parasite should be allowed to steal another […]
https://arcature.com/wp-content/uploads/2023/07/oxana-melis-VgjmfRRtIOA-unsplash.jpg12811920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2023-07-17 13:41:292023-09-25 22:25:31Becoming A Brand Beyond Current Identity
Recently, new Twitter CEO, Linda Vaccarino, told the world that Twitter would be “making history.” CEO Vaccarino faces many challenges. Current business press describe Twitter’s challenges on a daily basis. One of Twitter’s most pressing challenges is its stultifying trust deficit. Twitter’s trust decay is said to be the result of Mr. Musk’s Twitter changes […]
https://arcature.com/wp-content/uploads/2023/07/akshar-dave-mkTqZN1NzhY-unsplash-scaled.jpg25601714Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2023-07-10 16:05:012023-07-10 16:05:02For Twitter To “Make History,” CEO Vaccarino Must Become The Chief Trust Officer
Branding is not just about advertising, although many marketers view branding as such. Branding is not just about message management or device management or digital management. Branding is about promising to profitably deliver an expected relevant, differentiated, trustworthy experience to a specific audience. Many pundits argue that brand management is best operationalized in the realm […]
https://arcature.com/wp-content/uploads/2023/06/ruben-ramirez-LtkVWpOPK9w-unsplash.jpg12801920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2023-06-26 14:33:072023-06-26 14:33:08Art Basel: Brand-Business Building Is Not Just For Packaged Goods
The hotel industry uses a segmentation designed by consultancy STR that is all about price, service and amenities. This segmentation uses language that most humans would find bizarre when thinking about their hotel stay. No matter how many consultants provide insight to hotel groups, the default is always price, service and amenities. The STR hotel […]
https://arcature.com/wp-content/uploads/2023/06/visualsofdana-T5pL6ciEn-I-unsplash.jpg12801920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2023-06-20 16:15:342023-06-20 16:15:35Ian Schrager May Be (Thankfully) Transforming Hotel Segmentation With His Public Brand
There is turmoil at CNN. What should have been an internal situation is a never-ending series of headlines. Reading about the problems surrounding actions by former CEO Chris Licht due to his “perceived missteps” and his candid commentary in The Atlantic is unfortunate. It brings front and center instability at CNN. CNN employees are distraught […]
Several years ago, Restaurant News, an industry trade press, told us that the latest, greatest new trend in restaurants was Mediterranean food. From Italian to Greek, to Turkish to Lebanese food, Mediterranean restaurants were the next big thing on the radar. Not all of these concepts took off. There was a lot of overlap in […]
https://arcature.com/wp-content/uploads/2023/06/pj-gal-szabo-UMgU0UG3RxY-unsplash-scaled.jpg25601707Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2023-06-05 13:15:272023-06-05 13:15:28Taco Bell and Chipotle Know That Relevant Differentiation is Essential
There have been many pioneers in the cosmetic industry. Just to name a few, Lawrence and Joan Gelb of Clairol made hair coloring something acceptable rather than declassé. Max Factor created pancake makeup becoming the go-to authority for the burgeoning Hollywood film industry. And, then, there was Elizabeth Arden who believed women should learn how […]
https://arcature.com/wp-content/uploads/2023/05/peter-kalonji-LH74lRYvBY4-unsplash-scaled.jpg25601707Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2023-05-22 13:14:462023-05-22 13:14:47Elizabeth Arden Stakes Its Future on Its Past Provenance
Wayfair CEO Niraj S. Shah recently told analysts that the Wayfair brand-business – home furnishings and décor – is “… clearly demonstrating that the Wayfair model is inherently profitable and that there is considerable opportunity in front of us to rapidly drive further margin expansion, while investing for future growth.“ About Wayfair’s progress on its […]
On May 1, 2023, Sprouts Farmers Market reported very positive news during its earnings call. The Wall Street Journal’s Market Report indicated that Sprouts’ first quarter earnings rose 24%. Sprouts’ CEO Jack Sinclair told analysts, “We are pleased with our first quarter; we believe our long-term growth strategy is gaining traction and driving positive performance. […]
https://arcature.com/wp-content/uploads/2023/05/nrd-D6Tu_L3chLE-unsplash.jpg14401920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2023-05-08 12:57:382023-05-08 12:59:01Sprouts Farmers Market has a Plan to Win
We may soon have a world without Tupperware. Recently, there have been numerous doom-laden reports on the sad situation for this iconic American brand-business. In fact, a brief Nexis search of Tupperware-demise articles for the past week alone turned up 13 pages of commentary. Pundits and analysts identified the many reasons for Tupperware’s dire straits. […]
https://arcature.com/wp-content/uploads/2023/05/jorge-franganillo-E0-pt-C9UwY-unsplash.jpg11521920Jay Yorkhttps://arcature.com/wp-content/uploads/2023/03/Arcature-2.pngJay York2023-05-01 13:57:002023-05-01 13:57:01Tupperware: Trapped in Tendencies for Trouble
Becoming A Brand Beyond Current Identity
/in Articles /by Jay YorkOrdinarily, unfairly capitalizing on the familiar brand identity of a known brand would be brand dilution. The entity using the known brand’s identity can be considered a parasite. A parasite brand is a brand that lives off the brand equity of another brand. No imitator, no copycat, no parasite should be allowed to steal another […]
For Twitter To “Make History,” CEO Vaccarino Must Become The Chief Trust Officer
/in Articles /by Jay YorkRecently, new Twitter CEO, Linda Vaccarino, told the world that Twitter would be “making history.” CEO Vaccarino faces many challenges. Current business press describe Twitter’s challenges on a daily basis. One of Twitter’s most pressing challenges is its stultifying trust deficit. Twitter’s trust decay is said to be the result of Mr. Musk’s Twitter changes […]
Art Basel: Brand-Business Building Is Not Just For Packaged Goods
/in Articles /by Jay YorkBranding is not just about advertising, although many marketers view branding as such. Branding is not just about message management or device management or digital management. Branding is about promising to profitably deliver an expected relevant, differentiated, trustworthy experience to a specific audience. Many pundits argue that brand management is best operationalized in the realm […]
Ian Schrager May Be (Thankfully) Transforming Hotel Segmentation With His Public Brand
/in Articles /by Jay YorkThe hotel industry uses a segmentation designed by consultancy STR that is all about price, service and amenities. This segmentation uses language that most humans would find bizarre when thinking about their hotel stay. No matter how many consultants provide insight to hotel groups, the default is always price, service and amenities. The STR hotel […]
Trust Busting At CNN: CNN’s Public, Acrimonious Internal Volatility May Damage Its Brand
/in Articles /by Jay YorkThere is turmoil at CNN. What should have been an internal situation is a never-ending series of headlines. Reading about the problems surrounding actions by former CEO Chris Licht due to his “perceived missteps” and his candid commentary in The Atlantic is unfortunate. It brings front and center instability at CNN. CNN employees are distraught […]
Taco Bell and Chipotle Know That Relevant Differentiation is Essential
/in Articles, Uncategorized /by Jay YorkSeveral years ago, Restaurant News, an industry trade press, told us that the latest, greatest new trend in restaurants was Mediterranean food. From Italian to Greek, to Turkish to Lebanese food, Mediterranean restaurants were the next big thing on the radar. Not all of these concepts took off. There was a lot of overlap in […]
Elizabeth Arden Stakes Its Future on Its Past Provenance
/in Articles /by Jay YorkThere have been many pioneers in the cosmetic industry. Just to name a few, Lawrence and Joan Gelb of Clairol made hair coloring something acceptable rather than declassé. Max Factor created pancake makeup becoming the go-to authority for the burgeoning Hollywood film industry. And, then, there was Elizabeth Arden who believed women should learn how […]
Wayfair And Leadership Marketing
/in Articles /by Jay YorkWayfair CEO Niraj S. Shah recently told analysts that the Wayfair brand-business – home furnishings and décor – is “… clearly demonstrating that the Wayfair model is inherently profitable and that there is considerable opportunity in front of us to rapidly drive further margin expansion, while investing for future growth.“ About Wayfair’s progress on its […]
Sprouts Farmers Market has a Plan to Win
/in Articles /by Jay YorkOn May 1, 2023, Sprouts Farmers Market reported very positive news during its earnings call. The Wall Street Journal’s Market Report indicated that Sprouts’ first quarter earnings rose 24%. Sprouts’ CEO Jack Sinclair told analysts, “We are pleased with our first quarter; we believe our long-term growth strategy is gaining traction and driving positive performance. […]
Tupperware: Trapped in Tendencies for Trouble
/in Articles /by Jay YorkWe may soon have a world without Tupperware. Recently, there have been numerous doom-laden reports on the sad situation for this iconic American brand-business. In fact, a brief Nexis search of Tupperware-demise articles for the past week alone turned up 13 pages of commentary. Pundits and analysts identified the many reasons for Tupperware’s dire straits. […]