Mark Ritson: This is not just a decline, this is an M&S decline
As M&S sales fall again, its problems are not brand management but brand equity, and a mid-market positioning that is inevitably fatal in a tough consumer economy.
Mark Ritson: McDonald’s zero-margin Omnicom deal sets welcome precedents for agency contracts
McDonald’s appointment of Omnicom to its advertising account is a significant first – both in terms of agency integration and the performance-based pay structure that incentivises achieving brand objectives above media buying rebates.
Mark Ritson: The seven unmistakable signs of a shit brand consultant
Your portable toilet business has nothing to learn from Steve Jobs, and if a consultant even mentions Maslow’s Hierarchy of Needs you should kick them out of the door.
Mark Ritson: Five reasons why the Protein World furore is great marketing
The huge debate that has exploded around Protein World’s “Beach Body” campaign has made it the big branding story of the year so far.
Mark Ritson: Will Windows 10 and a new browser launch redeem Microsoft’s failures?
Tech giant Microsoft owns one of the most enduring software brands in Windows, but almost managed to throw it away with Windows 8, so the product and branding noises coming from its new executive team are reassuring.
Mark Ritson: Aldi’s arrival on the grocery scene 25 years ago set the stage for the future of supermarkets
Aldi’s arrival in the UK in 1990 didn’t cause much of a stir but it heralded an irrevocable change for the future of branding.
Mark Ritson: Samuel Adams’ legendary story of the underdog craft beer is going a bit flat
Entrepreneurial brewing legend Jim Koch, of Samuel Adams lager fame, is finding it increasingly difficult to retain the reputation and distribution of his lager in the craft beer market for two reasons: authenticity and changing times.
Mark Ritson: Wetherspoons’ and Heineken’s festive punch-up tells us a lot about discount culture
The recent spat between JD Wetherspoon and brewer Heineken over the pub chain’s pricing in its newly opened pub in Ireland highlights the channel conflict between supplier and discount retailer.
Mark Ritson: What will happen to Aldi and Lidl as the economy strengthens?
The UK enjoyed an unprecedented boom during the first few years of the 21st century and as households traded up, the major supermarkets followed. M&S, Tesco, Sainsbury’s and Waitrose all experienced growth that appeared to be without end.
Mark Ritson: Why aren’t business schools marketing their brands better?
Teaching brand management at a business school is one of the great pleasures of my life. Stomping around in front of a room full of smart 30-somethings while we break down case studies is, by anyone’s standards, a great way to earn an income.
Mark Ritson: Here’s a tip for cabbies – compete, don’t strike
I don’t know much about industrial action but the taxi blockade of London last week to protest against car app Uber was about as misplaced as it gets.
Mark Ritson: Take career advice from Man Utd’s Moyes
“I love pressure, to manage such a big club as Manchester United is very good.” Bold words but not, alas, quite correct. They were spoken by Manuel Pellegrini, manager of Manchester City, after his team won the Carling Cup at the weekend.
Employees must know we care about their wellbeing, says Shutterstock
Healthy body, healthy mind is the philosophy at stock photography site Shutterstock, which focuses its wellbeing strategy on promoting understanding and inclusivity.
Greggs, L’Oréal, gender stereotyping: 5 things that mattered this week and why
Catch up on all the week’s big marketing news including the crackdown on gender stereotyping in advertising, the latest IPA Bellwether report and Greggs’ plans for home delivery.
Harry Lang: You can’t ditch brand for performance marketing – even in digital
It’s difficult to create true differentiation today, but even in online-only industries you still need brand marketing to make performance marketing effective.
Greggs wants a slice of the home delivery pie
The food-on-the-go brand’s CEO Roger Whiteside says Greggs is looking to expand its digital ambitions with plans for mobile ordering, click-and-collect and a possible move into the delivery sector.
