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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.

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’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.