Mark Ritson: Only crap marketers mistake stereotypes for segments
The ASA’s research into harmful gender stereotypes is spot-on, but why do marketers believe lumping millennials together as one makes any more sense?
Mark Ritson: Opposing Trump means sacrificing sales for brand values
American marketers have an exquisite dilemma: should they stand against President Trump’s policies and risk alienating half their market, or stay impartial and weaken their brand values?
Mark Ritson: Brand heritage is more important than you think
As my DNA kit Christmas present demonstrates, heritage has a bigger role than most marketers imagine in defining how you should position yourself.
Mark Ritson: Ever heard the one about the Singapore noodle salesman…?
This is the touching story of the world’s first Michelin-starred street food chef, who in spite of his three-hour queues has hopelessly failed to grasp the concept of supply and demand.
Mark Ritson: Trump’s marketing success shows the power of personality
The stunning success of Donald Trump’s earned media strategy proves that social media and content marketing work when brands are willing to take risks.
Mark Ritson: Abercrombie & Fitch’s revival will be due to brand revitalisation, not brand repositioning
You will recall the rather sad story of Abercrombie & Fitch. The once all-powerful fashion retailer declined as a result of ageing customers, bizarre management edicts and over exposure. The company has endured 11 consecutive quarters of declining sales and, in perhaps the most painful blow yet, recently recorded the lowest ever score on the annual […]
Mark Ritson: Is Apple’s crusade against the US Government genius or madness?
Apple CEO Tim Cook has gone to war with the US Government over his refusal to help the FBI decrypt a terrorist’s iPhone. In a break from the norm, I’ve decided to be controversial (for me at least) by sitting on the fence and arguing for both sides of the marketing coin when it comes to Cook’s stance.
Mark Ritson: Brands’ inane ‘visions’ have lost touch with what consumers really use them for
Brand purpose, content marketing and the belief that millennials are looking for ‘more than just a brand’ are leading to brand managers creating brand visions that have nothing to do with their actual product or consumer.
Mark Ritson: Google needs to search for new brand values
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Google is looking to reposition itself. That was the key takeaway from an interview the company’s co-founder and chief executive Larry Page gave to the Financial Times last week.
Mark Ritson: Crisis shows Innocent’s values crushed by Coke
Former British Prime Minister Harold Macmillan was once asked what was the hardest thing about running the country. “Events dear boy, events,” was his famous (and perhaps apocryphal) response.
Mark Ritson: Beckham’s scored an own goal in Haig Club signing
Too many endorsements spread across products where Beckham lacks expertise will gradually dilute and undermine his long term branding potential.
Mark Ritson: Why Kingsmill will fail to butter up the public
Last week Kingsmill launched its Great White loaf. It is a genuinely innovative product because despite its white bread status, the new loaf claims to have as much fibre as its wholemeal competitors.
McCain takes ‘bold’ step to deal with misrepresentation of modern families in advertising
The frozen food brand wants to be famous for shining a light on diversity as it sets a new direction for the brand focused on modern families.
Brands take action to wrestle back control of their digital spend
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
For brand purpose to work ‘marketers must take a broader perspective’
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Bob Wootton: Can Blockchain clean up the ad industry?
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.
