Blog Post by Mark Ritson
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 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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Mark Ritson13 min read
Copy KitKat on your quest for ‘double D marketing’
Tight positioning, a respected brand heritage and refusal to overcomplicate things means ...
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Mark Ritson10 min read
Häagen-Dazs and BBH rekindling their flame has got me excited
The ice cream brand and its famed agency achieved one of the great UK product launches 30 ...
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Mark Ritson13 min read
Badly designed surveys don’t promote sustainability, they harm it
Brands love reported data that shows people care about sustainable consumption, but these ...
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