Have yourself a media-neutral Christmas
Marketers should follow Santa's example this Christmas. He needs elves and reindeer to deliver all his presents in time, not just one or the other. The post Have yourself a media-neutral Christmas...
View ArticlePeloton’s ad is bad, but it will ultimately benefit the brand
Not all publicity is good publicity, but as long as you don't undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand...
View ArticleFor the ‘agency of the decade’, adam&eveDDB is a mess of a brand
Adam&eveDDB deserves recognition for its outstanding creative work but with its creative nous it should know it's time to drop the adam&eve name for the good of the wider DDB brand. The post...
View ArticleAds are pointless if the consumer doesn’t recognise the brand behind them
Renault's new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand's presence is nowhere near distinctive enough. The post Ads are pointless if the consumer doesn’t...
View ArticleThe Apple Card fiasco is a brand risk – but not a very big one
Apple has messed up by adopting a biased algorithm that disadvantages women applying for its credit card, but the chances of it harming the core technology business are slim. The post The Apple Card...
View ArticleIgnoring TV is a strange choice for a big brand
If you have a big budget and are making long-form video ads, it makes little sense to leave the most effective medium out of the mix, as Gap has done by rejecting TV for its Christmas campaign. The...
View ArticleClik here to view.
Interbrand’s ‘iconic moves’ invite ridicule for the discipline of branding
There was something of a panic back in 1988 when Australian firm GFW made its hostile bid to acquire Rank Hovis McDougall. The British conglomerated company owned a wealth of power brands ranging from...
View ArticleClik here to view.
After 30,000 connections, I’m all LinkedOut
Mark Ritson’s professional network (artist’s impression)I am ever so slightly dependent on LinkedIn. It’s a very good source of marketing and branding perspectives and, more importantly, the only...
View ArticleClik here to view.
Marketers praise Burger King but McDonald’s is more deserving
I saw Rain Man at the weekend. It popped up on my TV and, before I knew it, I was gripped by a film I had not seen in 30 years and could not switch it off. Tom Cruise is left peanuts by his recently...
View ArticleClik here to view.
WeWork’s IPO debacle highlights the failures of modern brand building
It’s a terrible thing to be prescient. Ask Scott Galloway. Many months ago the always opinionated, usually accurate, professor made the bold prediction that tech darling WeWork would never make it to...
View ArticleThe streaming wars will be the bloodiest battle in marketing history
Millennials ask me all the time about what it was like growing up in the 1970s. Actually, no-one has ever asked me that. But it does not stop me from boring the shit out of them with tales from the...
View ArticleClik here to view.
Standing out is the key brand challenge – that’s why great brands play with...
I’ll tell you what, there has never been a more interesting time to study visual identity and packaging. In the last six months we’ve seen more bold moves by big brands than the previous decade....
View ArticleClik here to view.
Why Marketing Week’s Mini MBA is branching into brand management
I remember that feeling in my stomach as my wife’s pregnancy gradually began to reach its inevitable conclusion. We’d been married for a decade and built a life based on me travelling overseas two...
View ArticleCadbury’s brand purpose is just ‘woke-washing’
The phrase ‘jumping the shark’ comes from a 1977 episode of Happy Days. Lumbering into its fifth season, the TV series was struggling to come up with new storylines. So the season premiere had Fonzie,...
View ArticleClik here to view.
We need a new ‘third way’ to set marketing budgets
“Some may say that it’s not a disaster and thus better than feared – we’re not yet in that camp.” That was the gloomy verdict from Goldman Sachs analyst Ken Goldman as he surveyed the latest results...
View ArticleClik here to view.
Seven reasons why TV’s doubters are wrong
Ofcom has produced its annual ‘Media Nations’ report and, as usual, the picture it paints is contradictory to the one presented within so much of marketing. While the ‘TV is dead’ meme seems to have...
View ArticleClik here to view.
Mark Ritson: Cinema’s comeback is a tale worthy of the big screen
When I was a young, beautiful marketing professor in the late 20th century, it was customary to show the amount of advertising money spent across the various channels in pie chart form. You’d have a...
View ArticleClik here to view.
Mark Ritson: Marketers’ only shot at influence is to embrace the CMO title
Let’s be honest, all those league tables that rank chief marketing officers are a little suspect. How do you decide whether the senior marketer at Asda is better than the woman in charge at KFC? In...
View ArticleClik here to view.
James Bond’s latest repositioning is a lesson to brands looking to adapt to a...
“The scent and smoke and sweat of a casino are nauseating at three in the morning. Then the soul erosion produced by high gambling – a compost of greed and fear and nervous tension – becomes unbearable...
View ArticleClik here to view.
Calling all marketers – it’s up to you to prove if Vote Leave’s overspend...
You can feel it in the morning. An auburn tinge in the sunrise, an impatience in the leaves above, and a distinct nip in the air before you close the door at night. Autumn is on the way. Perhaps not...
View Article
![Cloonee, Yandel & ATLAC – Movimiento – Single [iTunes Plus M4A]](http://i.imgur.com/Q8tO40p.jpeg)