Futureproof Brands

We delve into the detrimental tendencies that entrap brand-businesses in downward spirals. In this episode, we explore the Twelve Tendencies for Trouble, uncovering how behaviors like the arrogance of success, complacency, and a focus on pleasing analysts over customers can significantly impact brands.

Through real-world examples from Kellogg's, Meta, and others, we highlight the dangers of neglecting innovation, losing focus on core customers, and reverting to outdated strategies. Emphasizing the importance of a "Plan to Win" and a balanced brand-business scorecard, we share insights on avoiding these pitfalls and sustaining enduring profitable growth.

Recognizing and evading these twelve trouble tendencies is critical for securing your brand's longevity in an ever-evolving market. Join us in navigating these challenges for a futureproof brand. Thank you for tuning in.

In today's world, marked by economic, social, and political turbulence, trust in institutions is eroding, and customers increasingly rely on peer opinions over experts. However, marketing's core principle remains unchanged: creating value for customers, where a mental value equation evaluates an offering's worth relative to its costs. This equation has evolved from assessing features and functions to considering emotional rewards, time, and effort in addition to money. Enter the Trustworthy Brand Value equation, where trust acts as a multiplier, determining a brand's worth. Brands like Beyond Meat illustrate the importance of Trustworthy Brand Value, and we'll share guiding principles to navigate this new landscape. Trust is the cornerstone of enduring customer relationships, and building Trustworthy Brand Value is an imperative for success. For more insights, visit arcature.com and get in touch with us via the Futureproof Brands tab. Remember, trust is the key to stakeholder value and enduring profitable growth in today's world.

In this episode of "Futureproof Brands", we explore the vital importance of brand promise and how to create one that stands the test of time. Join us as we delve into real-world examples and actionable strategies that will empower your brand to leave a lasting impact in an ever-changing market. Get ready to discover the secrets behind successful brands and learn how to craft a compelling brand promise that resonates with consumers.

In this episode, Larry and Joan emphasize the importance of establishing a Brand Framework for effective brand management and growth. They discuss how a Brand Framework serves as a dynamic document, guiding the brand's direction while preserving its essence. Real-life examples from companies like VISA, University of Louisville, Lego, and Fossil Group illustrate how a Brand Framework can refresh a brand, ensure relevance, and provide a consistent customer experience. Listen in as the hosts explore the balance between guidelines and creativity within the framework, highlighting the collaborative nature of its development and the significance of local relevance. In the end, this episode underscores the power of a unified brand vision in achieving enduring growth, consistency, and value.

With Larry Light and Joan Kiddon of Arcature.

https://www.arcature.com/

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Co-Produced by Grove Brands

https://www.grovebrands.com/

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.

With Larry Light and Joan Kiddon of Arcature.

https://www.arcature.com/

________________

Co-Produced by Grove Brands

https://www.grovebrands.com/

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.

With Larry Light and Joan Kiddon of Arcature.

https://www.arcature.com/

________________

Co-Produced by Grove Brands

https://www.grovebrands.com/

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.

With Larry Light and Joan Kiddon of Arcature.

https://www.arcature.com/

________________

Co-Produced by Grove Brands

https://www.grovebrands.com/

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.

With Larry Light and Joan Kiddon of Arcature.

https://www.arcature.com/

________________

Co-Produced by Grove Brands

https://www.grovebrands.com/

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.

With Larry Light and Joan Kiddon of Arcature.

https://www.arcature.com/

________________

Co-Produced by Grove Brands

https://www.grovebrands.com/

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.

With Larry Light and Joan Kiddon of Arcature.

https://www.arcature.com/

________________

Co-Produced by Grove Brands

https://www.grovebrands.com/

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.

https://www.arcature.com/

________________

Co-Produced by Grove Brands

https://www.grovebrands.com/