Web comment

Comments on Mark Ritson’s column, ‘The three rules of brand management’ (www.mwlinks.co.uk/BrandMGMT), sparked furious debate on marketingweek.co.uk. Here’s a selection.

Beret wearers don’t cut it

“Hire a design agency to look superficial and disconnected from commercial reality in front of your CEO instead.”

Where does that leave agency strategy? The more often we wear berets and play ping pong, the less often they approve the creative.

Fussing gets results

You’re ignoring a huge body of evidence from the design industry about how fussing around with logos and touchpoint design has created significant uplifts in market share and profitability.

Adam Joseph

Scrutinise the research

Evidence is the only way to go. Of course the next stage is to make sure the data is well interpreted. My concern is that lots of good research goes to waste because it is skimmed and not well used.



“You are not a brand manager if you haven’t got brand tracking data. Instead, you are cocking about with logos.”

So true. Aren’t logos great?

Ed Sexton

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