Jay York is a Web Designer, Logo Designer, and SEO Strategist in Tampa
Two of America’s foremost brands have new CEOs. Both brands appear to be in crisis. These two brands are very different. One brand is a consumer café brand. The other brand is a durable goods, engineering brand. Boeing and Starbucks. You could not find two more unrelated brands. And, yet, Boeing and Starbucks have a […]
Frugal is fashionable again as consumers seek value amid economic shifts. Walmart’s strategy of offering amazing value at great prices attracts even wealthier shoppers.
Disney has finally made its streaming profitable and highly competitive. At the same time, Disney’s park performances are now less stellar. Ignoring The Three Dimensions of Ease is major mismarketing.
The Wall Street Journal indicates that Party City is focusing on becoming an omnichannel operation. And, becoming omnichannel means using personalization.
Occasionally reminding customers that a brand is affordable is important. But excessive emphasis on price alone destroys brand loyalty, which in turn affects revenues and profits. Instead of the dominant message being about price, communications should emphasize brand relevance.
Of course, a brand needs to have a bulls-eye target group. But, there are other core customers whose needs and occasions also need to be satisfied. The goal must be to maintain established core customers while generating new core customers.
Just as Dior defined a new luxury couture in post-war France in the late 1940s, all luxury brands must start redefining what it means to be a luxury brand today. Does luxury extend to the way in which a product is manufactured? Does the luxury brand’s provenance and promise extend to how the luxury brand is made?
Danone and Nestlé are reviewing their strategies so each company can cater to users of weight loss drugs. Instead of seeing this new food revolution of new GLP-1 offerings as crass, observers and critics should understand that brands can live forever but only if properly managed.
There is a powerful conflict raging in brand management. This conflict reflects how brands define customer service. The conflict is a paradox that most brands have not yet solved: it is the paradox of DIM vs. DIFM: Do-It-Myself vs. Do-It-For-Me. At its heart, the DIM vs. DIFM paradox is about customer control. Technology, apps, mobility, […]
Value. KFC, Wendy’s, Jack in the Box, Arby’s, McDonald’s, Burger King are all offering value meals. Even Starbucks is offering ‘Pairing Menus,” a euphemism for value meal along with steep promotions on coffee drinks. Here is the problem. Value is more than price per offering. Value is not on the menu board. Price is on […]