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Comments on Mark Ritson’s column, ‘The three rules of brand management’ (www.mwlinks.co.uk/BrandMGMT), sparked furious debate on marketingweek.co.uk. Here’s a selection.

Beret wearers don’t cut it

“Hire a design agency to look superficial and disconnected from commercial reality in front of your CEO instead.”

Where does that leave agency strategy? The more often we wear berets and play ping pong, the less often they approve the creative.

Fussing gets results

You’re ignoring a huge body of evidence from the design industry about how fussing around with logos and touchpoint design has created significant uplifts in market share and profitability.

Adam Joseph

Scrutinise the research

Evidence is the only way to go. Of course the next stage is to make sure the data is well interpreted. My concern is that lots of good research goes to waste because it is skimmed and not well used.



“You are not a brand manager if you haven’t got brand tracking data. Instead, you are cocking about with logos.”

So true. Aren’t logos great?

Ed Sexton


Why ageing is the new cool

Marketing Week

Your report on empty nesters (MW last week) asks how must brands target people who ‘live for today’. Growing older is getting cooler and brands need to be braver in throwing down a more provocative approach. A focus on values rather than age will engage their innate sense of agelessness. Let’s start treating them like […]

Advertising did not spark the summer of urban discontent

Marketing Week

Deep down, none of us really thinks advertising can be to blame for last summer’s riots (MWlinks.co.uk/RiotBrands). Advertising is just one part of what feeds a consumerist culture. The trainers you want to wear or the TV you wished you owned come from the conspicuous consumption of the community around you – and advertising or […]

Choose the right language for the space

Marketing Week

Simplicity is vital if customers are to get the best experience from a brand (MWlinks.co.uk/SimpleBrands). Some of the most successful brands today have simple marketing messages that are consistent and easy to understand. To relay these key messages to customers, brands are now experimenting with communication channels such as in-store radio and visual displays. However, […]


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