Jay York is a Web Designer, Logo Designer, and SEO Strategist in Tampa
Marketing has some important evergreen principles. One principle is this: just because a brand-business is customer-focused does not mean that customers come first. Customers come second. Customer-focused employees come first. Regardless of your industry, employees are the frontline when it comes to customer relationships. Internal brand-business pride is an essential success factor affecting brand-business outcomes. […]
Based on the business press, you might believe that subscription services are booming. And, for many subscription services, there is an upward trend. Netflix is doing well. Amazon Prime is doing well. But, according to The Wall Street Journal, subscription clothing brand-business, Stitch Fix is having difficulties. Modern Retail points out that Stitch Fix’ 2023 […]
A theme of recent business press writing is brand-business turnarounds. For example, Barron’s, the financial newspaper, points to the successful turnaround at clothing retailer Abercrombie & Fitch. The Wall Street Journal reports on the underway turnaround at VF’s Vans, the sneaker brand-business. Brand-business turnaround strategies are not the same as conventional growth strategies. A conventional […]
One overlooked area in brand-business learning is the necessity for creating and implementing a brand-business architecture policy. Why is a brand-business architecture policy necessary? A brand-business architecture policy defines how the brand-businesses in your portfolio relate to each other. A brand-business architecture policy is an identity approach needed to define the roles of brand-businesses in […]
There were brand-businesses that did not survive in 2023. Bed, Bath & Beyond, Rite Aid, SmileDirectClub, Lordstown Motors to name a few. There are several reasons for the demise of these brand-businesses. However, there are evergreen principles for building and maintaining powerful brand-businesses. Here are seven solutions for surviving in a changing world. Many of […]
Let’s talk about “Brand Essence.” Brand Essence derives from a brand-business’ Brand Promise. To be relevantly differentiated, every brand-business must have a Brand Promise. Brand Promise defines the relevant, differentiating, trustworthy expected brand experience the brand-business will deliver time after time. Brand Promise describes what a brand is intended to stand for in the mind […]
In 2017, pre-pandemic, Starbucks founder and Chairman, Howard Schultz, said that the way forward for brand-businesses is making your branded space an “experiential destination.” The Starbucks CEO, Kevin Johnson said, “To survive, merchants need to create unique and immersive in-store experiences.” Today, after several years of lock-downs, people are shopping outside of their homes. People […]
CEOs have become adept at saying “Sorry.” Most of the time the apologies are because some untoward or unexpected event went occurred, such as an E. coli outbreak or rats in the store. It is unusual for a CEO to say that the focus of the brand-business is no longer viable and therefore needs to […]
We live in an uncertain world. We have become more skeptical and distrusting. Our environment seems unsettled, unpredictable and unstable. And, then, to magnify these feelings, we experienced Covid-19. During the coronavirus pandemic, many behaviors and attitudes changed. Our desires for satisfaction of contradictory needs and wants grew stronger. We simply do not want to […]
Change happens all the time. Today, it is almost impossible to keep aware of everything that changes around your brand. Customer behaviors change. Attitudes change. Competition changes. Competitive strategies change. Technology changes. Devices change. Distribution channels change. To deal with change, some organizations implement change initiatives. A change initiative has a program, an HR course, […]