Marketing Industry Insights From Larry Light
We’ve rounded up some of Larry Light’s recent contributions to his Forbes column. Read a short blurb below and continue on the the articles to read more.
Ford CEO Retires: Unable To Articulate A Clear And Consistent Vision
It just took three years. Ford’s CEO Jim Hackett is retiring. In May 2017, Ford hired Jim Hackett to be CEO. Mr. Hackett had been CEO of Steelcase, the office furniture company. While at Steelcase, Mr. Hackett joined Ford’s Board of Directors. Mr. Hackett oversaw Ford’s Smart Mobility unit.
Levi Strauss And Its Good-Better-Best Strategy
Levi Strauss, the 167-year-old blue jeans company, is fast-tracking its brand-business strategy to address our changing retail habits. The venerable brand has a great deal of incentive to do so, as many retail establishments are struggling or are facing Chapter 11 bankruptcy. Levi Strauss has several plans that focus on how we will be shopping from now on into the future.
Coca-Cola’s Brand-Business Rationalization
An unfortunate business outcome of coronavirus is the disappearance of some of our favorite big brands due to bankruptcy. Another outcome is the deliberate, disciplined disappearing of small or local/regional brands or single country brands.
Keep Nespresso’s Vision Alive
There is a very interesting story from The Guardian about Nespresso, Nestlé’s espresso machine with its colorful, elegant foil coffee capsules. The detailed article tracks Nespresso’s history from its innovative origin to its current situation that is described as “trundling on” without the sophisticated swagger of its early days.