Futureproof Brands

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.

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. ________________ Co-Produced by Grove Brands

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. ________________ Co-Produced by Grove Brands

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. ________________ Co-Produced by Grove Brands

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. ________________ Co-Produced by Grove 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. ________________ Co-Produced by Grove Brands