11 Comments
Cadbury’s brand purpose is just ‘woke-washing’
Mark RitsonCadbury’s efforts to promote diversity have been ridiculed on social media, but the bigger issue is the hypocrisy of doing so while paying no UK tax.
Mark Ritson – Brand Reputation
5 Comments
Talk of crisis could be a death spiral for Thomas Cook
Mark RitsonWhether or not Thomas Cook responds to financial rumours, once trust in its stability is undermined its brand equity will erode, obliterating future sales.
9 Comments
Lloyds beware, Noel Edmonds is doing more brand damage than you think
Mark RitsonNoel Edmonds’ clever campaign for compensation from Lloyds Banking Group is harming perceptions of the Lloyds brand, which will ultimately cost it customers – and he’s unlikely to give up.
13 Comments
Colonel Ritson: KFC’s marketers turned a chicken crisis into a brand triumph
Mark RitsonThe KFC chicken crisis caused by DHL’s delivery failures could have been disastrous, but a rapid strategic response has ensured the brand will benefit long-term from increased awareness and a boost in consumer demand.
7 Comments
Brands boycotting Mumsnet have a deluded view of consumers
Mark RitsonMarketers were reportedly upset that their ads appeared next to expletives on Mumsnet, but that’s how real people talk and it pales in comparison to terrorist content as a risk to brands online.
13 Comments
Mark Ritson: The National Lottery found out the hard way how moronic consumers can be
Mark RitsonA National Lottery Twitter campaign has been hijacked by trolls, but marketers would have seen it coming if they weren’t so absorbed in their fantasies of ‘brand love’.
9 Comments
Mark Ritson: Believe it or not, Ivanka’s brand benefits from Trump’s presidency
Mark RitsonIvanka Trump’s jewellery brand has been boosted rather than damaged by her father’s divisiveness as US president because of one simple reason: high awareness among the target market.
12 Comments
Mark Ritson: Don’t be stupid, the Oscars mix-up has no impact on PwC’s brand
Mark RitsonPwC is a B2B firm and its business is based on decades-long relationships, so talk of ‘brand damage’ from naming the wrong best picture is facile nonsense.
13 Comments
Mark Ritson: The Coalition for Better Ads is destined for a glorious failure
Mark RitsonIt is not bad creative that consumers hate, it’s ads full stop, which means however hard the industry tries to improve their quality, the use of online ad blocking software will continue to rise.
5 Comments
VW ad’s focus on keeping promises shows sheer contempt after emissions scandal
Mark RitsonIf VW can peddle a message of trust, anything can happen.
9 Comments
Mark Ritson: Should marketers really aspire to be like Google and Apple?
Mark RitsonAccording to Peter Barron, vice-president for communications and public affairs, it is very “difficult” for Google to work out how much tax it should be paying in the UK.
3 Comments
Mark Ritson: Suspend your cynicism, Mark Zuckerberg has done an amazing thing
Mark RitsonCynical marketers are better marketers as they aren’t swayed by misguided enthusiasm, but the critical responses to the Chan Zuckerberg Initiative are unfair – they should use their money for whatever causes they want.
3 Comments
VW is fighting for its corporate survival, not its reputation
Mark RitsonWhy are marketers worried about VW’s brand and the impact of its diesel engine crisis on corporate reputation? That is the least of the beleaguered German company’s worries right now.
2 Comments
Mark Ritson: The age of accountability is still far from a reality
Mark RitsonHow do tech giants’ reputations manage to remain intact despite questions over tax?
Mark Ritson: Reputation can rise above controversy
Mark RitsonWhen the end came, last Thursday, it came more from exhaustion than anything else. After a decade of rumours and accusations of drug use, Lance Armstrong finally reached his limit.