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.
Dolmio’s new campaign ditches the Italian puppets in favour of ‘real-life situations’
British actor Dominic West will star in the campaign as Dolmio heads in a new creative direction with its advertising.
Recommended reading: Sports marketing and maximising the value of content
From the latest thinking in content marketing to setting up an effective decision-making structure, Marketing Week reviews the latest books for marketers.
McCain, National Lottery & viewability – 5 things that mattered this week and why
A round-up of the week’s most important marketing news including new viewability standards, the National Lottery’s social media fail and brands taking back control of digital ad spend.
One digital innovator on his rise to CMO
Story of my CV: Having worked at Apple, Expedia and Skype at pivotal times for each brand, John Veichmanis has been at the forefront of digital innovation throughout his career, something which he has taken to his current role as CMO of luxury marketplace Farfetch.
