Larry Light, Author at Branding Strategy Insider

Employees Are Central To Leadership Marketing

Larry LightMarch 20, 20235 min

There is another piece of news coming out of Silicon Valley aside from the banking debacle. And, that is Meta’s “year of efficiency” planning. Apparently, Meta’s leader, Mark Zuckerberg, has just discovered the benefits of financial discipline and operational excellence. In his recent memo to Meta employees, Mr. Zuckerberg indicated that this year will require a flatter and leaner organization. These principles are not new. Many enterprises have jiggered with organizational structures and more disciplined...

Brand Value & Pricing

How Brands Justify Raising Prices

Larry LightMarch 13, 20237 min

Over the past two years, brands raised prices at record rates. In fact, many brands raised prices every quarter over the past two years. Consumers are starting to push back. But, brands, conscious of their margins, are finding ways to raise prices in, shall we say, more creative ways. If the last two years has taught brands anything, it is to be profitable at any cost, even if it is not in the best interest...

Private Label

How Private Label Brands Create Affordable Joy

Larry LightMarch 6, 20236 min

Recently, Procter & Gamble indicated that it would continue to raise prices even though lack of consumer demand – due to increased prices – was responsible for half of its sales decreases. P&G’s CFO indicated that the packaged goods behemoth’s focus on continuing price hikes would be acceptable to consumers because, after all, people still need to launder their clothes and wash their hands.

Brand Research

Why Leading Brands Embrace Market Segmentation

Larry LightMarch 1, 20234 min

AB InBev is the owner of over 500 drinks brands including national beers (Budweiser, Stella Artois, Corona Extra) canned cocktails, craft beers, energy drinks, etc.. In an interview for The Wall Street Journal’s C-Suite Strategies section, the CMO of AB InBev discussed the changes in the Group’s brand marketing. One significant change is the focus on occasion-based segmentation.

Brand Value & Pricing

The Flaws In Segmenting By Price

Larry LightFebruary 22, 20234 min

Hilton just introduced a new hotel brand in its Elevated Essentials group of hospitality offerings. The Elevated Essentials category comprises Hilton Garden Inn, Hampton by Hilton, Tru by Hilton and the latest entry, Spark by Hilton. The overarching description of the Elevated Essentials group is “Signature amenities and services in all the places you want to be.”

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