Blog Post by Mark Ritson
Mark Ritson8 min read
Synthetic data is suddenly making very real ripples
Ready for the era of synthetic data? The implications for strategy and execution could be ...
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Mark Ritson8 min read
Brand diagnosis is the brand manager’s first job, so prioritise it
Marketers have lost sight of proper research into what drives brand successes and ...
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Mark Ritson8 min read
Dismissing DTC is just as dumb as dismissing retail
Direct-to-consumer brands failed to disrupt traditional retail, but that doesn’t mean you ...
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Mark Ritson6 min read
Eight out of 10 millennials know demographics are horseshit
Millennials are no more similar to each other than they are to Gen X or Gen Z, so it’s ...
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Mark Ritson19 min read
Welcome to IMGFUCK: Seven steps to kicking your price-promotion addiction
Escaping dependence on price promotions is a tough challenge, but it’s achievable with ...
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Mark Ritson8 min read
Even sophisticated mass marketers need targeting
Targeting is one of the biggest challenges most marketers now face. Not despite the ...
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Mark Ritson10 min read
Don’t listen to the industry sages, they’re not your ad’s target
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually ...
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Mark Ritson14 min read
How Guinness became Britain’s most popular pint
Guinness is the rare example of a brand with solid foundations in its product and brand ...
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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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