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Larry Light in Forbes CMO Network

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Larry Light shares insights to help be a beacon of light for brands struggling in a ever changing world dominated by a global pandemic.

Read some of his latest pieces now by clicking on the titles below!

Retail’s New Approach To Saving Retail: Store-As-Showcase

Retailers see small-format stores as the future of retail. Target led the way with small-format stores. Amazon 4-Star stores sell items curated from customers’ ratings, reviews, and sales data. This retail future makes it easy to choose, easy to use, and provides ease of mind.

How Marketing Can Change American Minds About A Covid-19 Vaccine

Trust in government is at all-time low. Many people will decline to take the vaccine. Their minds are already decided. How can their minds be changed?

2021: The Year Of Living Actually And Artificially

Two conflicting trends are shaping the new normal. One trend is our desire for actual products that provide comfort, coziness, conviviality, and contentment. The other trend is our desire for products and services using artificial intelligence and/or virtual reality. 

Demography Is Destiny: The Marketing Challenges Of Pandemic Demography

Covid-19 is changing the demographics of our nation. Coronavirus has decreased the U.S. birth rate while increasing the U.S. death rate. Brands must address this new future of who will be the customers for products and services. 

Looking for a gift for your marketing peers?

Check out our collection of books by Larry Light and Joan Kiddon. They make a perfect unexpected gift for the marketing leader in your life.

See the collection here.

Cover Photo by Brian McGowan on Unsplash

The Coronavirus Is Forcing Brands To Change

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Arcature CEO Larry Light has recognized some serious implications resulting from the global pandemic and its impact on consumers, from how they work, eat, live and think. Brands, some of which are too big to react effectively, are struggling to keep up with these societal changes.

Read some of Larry’s latest pieces in Forbes on the epic impact Covid19 is having on the marketing world:

The New Age Of I: Isolation And Inclusivity

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The Great Brand Reset: Coronavirus Leads To Fewer Brand Choices

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The Four Rules Of FACE: The Future For Hotels

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Delivery, Drive-thru And Distance: Welcome To The New Disconnect

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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.

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.