Futureproof Brands
By Arcature
With expertise derived from years of global experience on the client side, at ad agencies and as consultants, their provocative insights on current brand news provide authoritative, mini-case histories analyzing brand-building strategies that educate, engage and entertain.
Futureproofing is not foolproof, but an integral step in generating enduring profitable growth. Brands cannot forecast the future. Brands must create a future in which they will win
Futureproof BrandsApr 07, 2023
Needs-Driven, Occasion-Based Market Segmentation
This episode of Futureproof Brands focuses on market segmentation fundamentals. Segmenting consumer markets eradicates the notion that all client needs can be met under one umbrella.
The “good-better-best" strategy is relative to what your client wants. Without dissecting those differences, many brands will fail to meet their objective—drowning in an attempt to problem-solve without a strategy that intentionally diversifies their consumers as individuals.
Listen in as Joan and Larry remind us why loyalty and consumer experience reign supreme, and how that mentality secures your brand’s future.
Price Elasticity
The post-covid tolerance of price increases has challenged price elasticity, and while loyal customers have remained connected, a brand can only push its prices so far before its consumers snap. When the brand experience falters, the demand for its product falls away.
This week on brand-business building, we discuss the implications of price elasticity, where customers draw the line supporting their favorite brands, and what determines inherently fair brand value.
The Critical Importance of Problem Detection For Brands
On this episode of Futureproof Brands, Larry and Joan link up to discuss the practicality of Problem Detection and the case studies that have delivered unwavering success for the future of some of the biggest brands in history. Does your brand actively reach to diagnose and resolve a dynamic range of potential pitfalls? Tune in as we break down the formula and methodology your brand needs to measure and address the unforeseen friction that has left brands like Southwest Airlines scratching their heads.
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Co-Produced by Grove Brands
Brand Architecture
Brand architecture is an essential approach toward understanding how a brand portfolio interact with each other. Yet, it’s often overlooked by marketers, leading to costly mistakes. In this episode, Larry and Joan break down the five types of brand architecture with famous examples, and talk about problems that arise when brands ignore it.
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Co-Produced by Grove Brands
Marketing's Greatest Sin
On this episode of Futureproof Brands, Larry and Joan discuss marketing's greatest sin: the lack of brand definition in the legal world and the intentionality behind it.
The promise delivered by a brand's identity is a binding agreement, and that promise is the essence of your credibility, consideration, and willingness to show up for your customers. Listen in while they deliberate and identify the key distinctions between trademarks and branding, and catch a little witty banter in between.
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Co-Produced by Grove Brands
Marketing's Future And The Role Of The CMO
The branding brains are back at it again. Larry and Joan discuss the future of marketing and the role of the CMO, as marketing has become fractionated; a trade rather than a profession. The CMO has become a storyteller and the C-Suite continues to ask CMOs to explain the value of marketing.
What do they recommend? Marketing and the CMO must transform. Marketing must reclaim its original intent and the CMO must become a brand-business leader. Listen as Light and Kiddon highlight marketing's road to salvation and the CMOs role in building brands for enduring profitable growth of the brand-business.
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Co-Produced by Grove Brands
Streaming Brands Are Scavenger Brands
Branding industry veterans Larry Light and Joan Kiddon discuss current streaming services like Netflix and Disney+. Learn how streaming services scavenge for viewers while neglecting to reward their current customers. Understand the consequences for ignoring current customers as streaming services and Wall Street are now learning.
With Larry Light and Joan Kiddon of Arcature.
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Co-Produced by Grove Brands