Blog Post by Mark Ritson
Mark Ritson9 min read
Starbucks needs to cut the crap from its brand positioning
The coffee chain is a serial offender at producing esoteric mission statements, so can ...
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Mark Ritson9 min read
Product is the P all marketers should strive to influence
Marketers should have a say in all 4Ps but one more than any other – the one they are ...
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Mark Ritson6 min read
Dom Pérignon perfectly demonstrates the appeal of scarcity
What better expression of a luxury brand than refusing to sell your product this year, ...
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Mark Ritson9 min read
What can McCain’s Grand Prix win teach us? Nothing new
The IPA Effectiveness Awards winner is a case study in the marketing fundamentals that ...
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Mark Ritson7 min read
Want a brand fit for the future? Understand its past
Understanding your brand’s history and heritage is essential to successful brand ...
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Mark Ritson11 min read
Synthetic data is as good as real – next comes synthetic strategy
AI customers can now deliver a 95% match to real survey results, which will ultimately ...
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Mark Ritson9 min read
The internet will soon need warnings for AI-generated content
AI’s strength is automating high-volume, short-term marketing activity, which means ...
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Mark Ritson8 min read
Only crap marketers mistake stereotypes for segments
The ASA’s research into harmful gender stereotypes is spot-on, but why do marketers ...
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Mark Ritson7 min read
Ethnography beats focus groups hands-down, but they still serve a purpose
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron ...
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