Larry Light’s Forbes.com Column Roundup

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Larry Light’s latest pieces in Forbes have collectively been read by over 54,780 readers. They cover an array of marketing topics including the impacts of Covid-19, Ease of Choice, and more.

See his latest headlines below.

Macy’s And The 100th Anniversary Of The 19th Amendment

At this 100-year anniversary for women’s right to vote, we should be respecting brands that stood up for women, especially working women Macy’s is one of those brands.

Six Rules To Plan Now For The Post-Coronavirus World

When the economy starts up post-coronavirus, many brands will need to be reenergized. How to plan now for post-coronavirus revitalization?

What’s Next For The Whole Foods Market Brand?

Amazon is focused on building Whole Foods Market into a trusted source for organic, healthful, eco-conscious, ethically-sourced offerings with a reputation for quality, leadership, and trust. The singular desire is to build loyalty to Whole Foods Market rather than sharing it with the “365” brand.

In This Complicated Uncertain World Ease Of Choice Wins

Right now, why add more uncertainty to our lives by selecting an unknown or new brand? This is not a time for new brands. It is a good time to build on the strength of brand familiarity and trust.

After The Quarantines, We May All Sell And Buy Used Cars The Carvana Way

Carvana is turning the used car business on its head and in doing so has the potential to utterly change the way car dealers do business. As with Uber, Tesla, Airbnb, Amazon that forced established brands to change, Carvana is causing a sea change in one of the most ubiquitous industries in the US.

The Latest From Larry Light In Forbes CMO Network

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Read the latest from Larry Light’s column on the Forbes CMO Network:

Five Phases For Effective Brand Design

Brand experiences are not positioned, they are designed. A Brand Design Process has 5 phases, all linked around customer insight and communicated through effective marketing. Think of this process as the circle of brand life.

The 8 P’s Of The CVS Plan To Win

CVS, the retail pharmacy-healthcare chain that also owns Aetna insurance, created a platform for progress with the goal of taking a prominent position providing continuing health care to communities.

Speak Up, Don’t Give Up

In this coronavirus world, many brands are halting ad campaigns in lieu of figuring out what to say to us. Now is not the time for familiar brands to lose their voice. These brands should stand up for what they stand for.

Five Critical Elements Of A Compelling And Enduring Brand Vision

A brand-business vision defines the common direction for all actions on behalf of the enterprise. Without a defined direction, a brand can lose its way. As a powerful vision guides the business through good times and bad times. A powerful vision frames the present and creates the future.

Larry Light Leads the Brand/Covid19 Discussion on Forbes.com

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Arcature CEO Larry Light is using his platform on Forbes CMO Network to lead the discussion on how brands must react accordingly to the Covid19 pandemic and use their platform for good.

His three latest pieces are all tied to global pandemic. Read them by clicking the links below:

The Advertising Industry Must Act Now To Help Combat The Coronavirus

Four Marketing Actions For Navigating In Troubled Times

The Three Dimensions Of Ease Are Crucial For Brand Survival Now

Larry Light In Forbes.com: The Advertising Industry Must Act Now To Help Combat The Coronavirus

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From the article:

During this very challenging time, where is the coordinated leadership from the advertising industry? The advertising experts know how to effectively capture our attention, and communicate a convincing message? Jonathan Bernstein of Bloomberg Opinion points out that although there have been “… some quality PSAs already” we could use a “… more systematic effort….” We hear from the basketball star Steph Curry who has urged Americans to practice social distancing. Why is it that the best PSA so far has come from Reddit cofounder Alexis Ohanian who bought a billboard in New York City’s Times Square urging people to stay home.

Where is The Ad Council?

Read more in Forbes.

The Death March of McDonalds And Why CMO’s Need A Wake Up Call

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Larry Light’s Forbes Column has been lighting up with traffic from his latest pieces with over 19,000 readers of his latest piece on McDonald’s latest woes.

Give his column a visit to read the latest articles on marketing, branding, C-Suite thoughts and more. Read Larry Light’s Column in Forbes.

To Innovate and Generate Market-Winning Brands, Change The Culture

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In his latest piece in Forbes, Arcature CEO Larry Light explains why brands must adopt Internal Marketing to create and reinforce a cultural commitment to the new direction. 

Read his latest piece now for some valuable insight and practical tips: The Do’s And Don’ts Of Mindset Change

You can follow Larry Light on Twitter here: @CEOLarryLight


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Photo Credit: pjs2005 from Hampshire, UK

Advertising, Brand Impact And More In Larry Light’s Forbes Column

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In Larry Light’s recent Forbes pieces, he takes on the marketing mindset that ignores the true brand impact of advertising as well as the laziness of today’s ad creation.

Marketers Ignore True Brand Impact At Their Peril

Marketers are confusing “clicks and listens” to buying. Marketers seek reliable data on how many people have viewed or heard particular advertising messages. The “view/hear mindset” is captivating for marketers. Clicks feed egos. [Read This Piece]

Lazy Advertising Thinking Is A Deadly Sin

Enterprises that own multiple brands have the opportunity to reach different customers with the same needs and the same customers with different needs over all the stages of their lives. Each of the brands in a brand portfolio has a relevant, differentiated promised experience that receives added trust and authority from the corporate parent. [Read This Piece]

See Larry’s Forbes Column here and follow him on Twitter here.

Larry Light in Forbes.com: Crippling Cultures Can Kill Companies

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The CEO of Arcature has some important insight on how your company’s culture can make or break your business. As he says, when there is a conflict between culture and strategy, culture always wins.

Read his latest Forbes piece to learn why. Click here.

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Photo Credit freestocks.org

Larry Light’s Final Forbes.com Piece of 2019 “Advertising As We Know It Is Dead “

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In his final piece of 2019, Larry Light makes the case for why advertising as we know it is dead. This piece quickly became Larry’s highest read piece with over 45,521 views. It’s a must read to understand where Advertising is and where it is heading. Read it now.

Larry Light Discusses The Future of Whole Foods in Forbes.com

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Could a Whole Foods co-op be in your future? Read Larry Light’s latest piece in Forbes CMO Network for his thoughts on how Amazon could benefit from turning Whole Foods into a truly community-oriented enterprise?

Read Larry’s piece now.

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Photo Credit Jared Preston © Jared Preston / CC BY-SA 3.0