The Scope Weekly™ magazineLarry Light, a global brand revitalization expert, is co-author with Joan Kiddon of Six Rules for Brand Revitalization. He also is the Chief Executive Officer of Arcature (www.arcature.com), a marketing consulting company that has advised a variety of marketers in packaged goods, technology, retail, hospitality, automotive, corporate and business-to-business, as well as not-for-profit organizations. Prior to consulting, Light worked on the advertising agency side as a senior executive at both BBDO and CEO of the International Division at Ted Bates Advertising. He was global Chief Marketing Officer of McDonald’s from 2002-2005 where he was involved in one of the most recognized brand business turnarounds. From 2010 to 2014, Light was Chief Brands Officer of the global hotels group IHG.
Brand Experiences Are The Future Of Retail Restaurants are focusing on delivery options, and online ordering to counter the drops in foot traffic. Retail is roiling over the reach of Amazon. Retailers are rapidly exploring ways in which to survive in a digital environment where Amazon writes the rules, and owns the field. The new […]