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Larry Light, a co-author of “Six Rules for Brand Revitalization” and the chief executive of Arcature, a brand consulting company, added: “They’re just as large as the millennials in numbers. And they have huge discretionary income.”

“I wouldn’t want to smell like a Harley-Davidson biker,” said Larry Light, an author of “Six Rules for Brand Revitalization” and the chief executive of Arcature, a brand consulting company.

“The major brands are in a share war,” Larry Light, CEO of the consulting firm Arcature and McDonald’s global chief marketing officer from 2002 to 2005, told Salon.

“The two key words in fast food are fast and food, and McDonald’s is no longer fast, and its burgers ranked last in a Consumer Reports survey recently,” said Larry Light, chief executive of Arcature, a consulting firm, and a former McDonald’s executive.

Arcature, in architecture, a small arcade built into a wall or applied against it, decorative rather than structural.