Blog Post by Mark Ritson
Mark Ritson10 min read
Giving your brand a good death is an underrated marketing skill
Although we never talk about it, marketers kill as many brands as we create, and doing so ...
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Mark Ritson9 min read
Films no longer have sequels, they have sub-brands and franchises
What a Netflix whodunnit tells us about brand architecture, following a last-minute ...
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Mark Ritson6 min read
Only bad marketers think more messages mean more effectiveness
You might increase total message recall by adding more of them, but you’ll lose ...
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Mark Ritson8 min read
A new marketing phase is resulting in empty but effective advertising
Those who criticise inauthentic advertising with no deeper meaning miss how perfect it is ...
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Mark Ritson11 min read
Follow Shania Twain’s lead and make sure product isn’t the forgotten P of marketing
Mark Ritson experiences an epiphany on his couch that leads him to revise his opinion of ...
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Mark Ritson10 min read
‘Triple-Cooked Marketing Budgets’: The full recipe
Marketing budgeting is flawed. Marketers are more confused about budgeting than ever ...
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Mark Ritson7 min read
Marketers, like chancellors, need time in the job to succeed
Short tenures engender short-term thinking, as the UK economy currently demonstrates. To ...
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Mark Ritson9 min read
Even if Unilever placates its investors, it still has Ben & Jerry’s to deal with
With CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to ...
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Mark Ritson5 min read
In the battle between salience and differentiation, Bothism wins
Marketers debate over salience and differentiation like they are mutually exclusive, when ...
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