The value of differentiation will only increase as more brands follow the AI herd
Mark RitsonThere are far more pressing issues marketers should be turning their attention to before getting distracted by AI.
There are far more pressing issues marketers should be turning their attention to before getting distracted by AI.
Our marketing columnist reviews the recent controversy over the driving range of Teslas and revises his assessment of the company’s market orientation.
Our marketing columnist on the biggest branding move of the year: Twitter’s sudden transformation into X.
Direct-to-consumer brands failed to disrupt traditional retail, but that doesn’t mean you should exclude DTC as a distribution strategy.
Millennials are no more similar to each other than they are to Gen X or Gen Z, so it’s time to leave this lazy approach to segmentation behind.
Creativity will be lauded this week in Cannes, but it is just one of several drivers of effective marketing that also include strategy, media and brand.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
After a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
Those who spend more and buy your brand more often have unparalleled insight into what makes it special – and into what appeals to new customers too.
An endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but the divided American market shows why purpose doesn’t equal profit.
After a short sabbatical to launch this year’s Mini MBA, our trusty marketing columnist returns to talk targeting, and why this ancient topic is one of the biggest challenges most marketers now face. Not despite the industry’s new-found love for mass marketing, but because of it.
Artificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
Removing the famous Swiss mountain from its packaging won’t stop the chocolate brand building a desirable brand image in today’s globalised age.
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
Marketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’.