The Paradox Planet
Creating Brand Experiences for The Age of I
About the Book
Beginning with the Age of We in the 1950s and moving to the Age of Me to today—the Age of I—this book examines how polarization and anger has changed how companies must manage their brands.
Larry Light and Joan Kiddon, the leaders of Arcature LLC, consultants in brand management, examine societal changes and global, local, and personal forces through the lens of marketers. They explain how to:
leverage “paradox promises” into brand-focused strategies and actions that create a pathway to profitability; create extraordinary brand experiences for individuals and communities; and build strong brands in a world of contradictory needs and benefits.
In today’s world, people want their individuality to be recognized, but they also want to belong to a group that shares their distinctiveness. People want to be independent and interconnected, which is the underlying paradox affecting how we make decisions today.
Navigate how to satisfy conflicting needs, and look beyond single-minded solutions with the insights and guidance in The Paradox Planet.
About the Author
Larry Light is the chief executive officer of Arcature LLC, consultants in brand management. He was formerly a senior executive and board member at BBDO, president of the international division of Ted Bates, the global chief marketing officer of McDonald’s, and the interim global chief brands Officer of IHG. He is the co-author with Joan Kiddon of Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands.
Joan Kiddon is the president and chief operating officer of Arcature LLC, consultants in brand management. She began her career as a market researcher at BBDO Worldwide in New York before moving into account management and becoming the head of marketing and market research for BBDO West, Los Angeles. She joined Arcature in 1990. She was a consultant to McDonald’s during its brand turnaround from 2002 to 2005, and, consulted to IHG with Larry Light from 2011 to 2014.