Jay York is a Web Designer, Logo Designer, and SEO Strategist in Tampa
There are many reasons for why we eat. Knowing what food-consumption needs your brand-business satisfies is critical. Needs-based occasion-driven segmentation is fundamental to brand-business success. The latest example – phenomenon – derived from needs-based occasion-driven segmentation is the Food Hall. Some may say that a Food Hall is a channel, not a need. In a […]
One of the most important issues for brand-business leadership today is navigating the intersection of global, local and personal. One brand-business that has found its way in this marketing landscape is Barnes & Noble. For a long time, being locally relevant was not considered necessary for brand-businesses, except for language and monetary currencies. Ubiquitous, uniform, […]
Here is a marketing truth: it does not matter if there is a recession or inflation: the best value wins. Value is a virtue. But, brand-businesses do not just wake up one day and have value. Brand-businesses must develop and implement a brand-business value strategy. Value is everything. What is value? Value is customer-perceived. Value […]
It is always distressing when an iconic, cultural brand-business declines. It is especially distressing when the brand-business is an ingrained part of American history. But, this seems to be the case with Levi’s. Levi Strauss & Co.’s latest earnings call is depressing. Yes, the brand is globally recognized as an authority in jeans. But, the […]
Selling the category rather than selling your brand is brand-business mismanagement. Selling the category means the brand-business leadership does not know what is relevant and differentiated about its brand. Selling the category when your brand does not know what is its relevant differentiation plays into competitors’ hands. From 1981 to 1983, Campbell Soup’s advertising campaign […]
Something interesting is happening in brand management. Increasingly, we read about brand-businesses that are focusing on Brand Equity. It has been decades since the topic of Brand Equity was mentioned in press releases and earnings calls. Brand Equity is more than a phrase; it is an investment in enduring profitable growth of the brand-business. That […]
Not even COVID-19 changed the trajectory of demographics. And, although data in The New York Times indicates that global population growth may end in 2080’s, we are currently living in a world that is getting older and younger at the same time. Demographics are a marketing reality. And, brands, such as iconic Southern fare restaurant […]
Market segmentation is fundamental to marketing. Segmentation is evergreen when it comes to building and managing brands. J.M. Smucker, purveyor of jams, jellies, Jif peanut butter, Folgers coffee, Uncrustables, Carnation evaporated milk and pet food items including Milk Bone dog biscuits and Meow Mix, has just purchase Hostess brand snack foods. Hostess makes Twinkies, Ding […]
Recently, Ian Schrager, entrepreneur, hotelier and co-founder of famed Studio 54, decided to create hotels that are luxury but without the services and amenities. Mr. Schrager’s hotel vision is luxurious experiences that do not depend on multiple on-site staffers and niceties. His vision is a segment he calls Economy Luxury. According to Mr. Schrager, the […]
This is a brand-business truth. To be considered fair value and not be perceived as cheap, brands must avoid excessive marketing communications that emphasize price as the reason to buy. Excessive emphasis on price builds deal loyalty. Building deal loyalty does not build brand loyalty. Deal loyalty is not real loyalty. True brand loyalty cannot […]