All breaths in the hollow, sunken pesti-fering arcature
of my true teeth.
Brand guru Larry Light, president of Arcature
Corp., Stamford, Conn., and chairman of the Coalition For Brand Equity, defines "brand" as the source of a "trustworthy, relevant and distinctive promise.
Speaking on the topic, Larry Light, president of Arcature
Corp., a marketing consultant, says, "Advertising helps to build rank of mind, but promotion helps to turn that rank of mind into rank of market.
"Standing still while changes rage around you is a formula for failure," says Larry Light, a global brand revitalization specialist and CEO of the business-consulting firm Arcature
. (Over the years, Light has transformed McDonald's, Nissan, and Intercontinental Hotels, among others.)
A year ago, Larry Light, president of Arcature
Corp., Stamford, Conn., and chairman of the Coalition For Brand Equity, offered his definition of a brand in the pages of Progressive Grocer (Special Report: Brand Power, October 1994).