Mark Ritson – Brand Positioning

Abercrombie & Fitch models
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Mark Ritson: Abercrombie & Fitch’s revival will be due to brand revitalisation, not brand repositioning

Mark Ritson

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 […]

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Mark Ritson: Google needs to search for new brand values

Mark Ritson

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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.

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