Blog Post by Mark Ritson
Mark Ritson10 min read
P&G and Coke’s pandemic performances prove it: You don’t cut ad spend in a crisis
Procter & Gamble doubled down on marketing when Covid hit, while Coca-Cola went dark. ...
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Mark Ritson9 min read
Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but ...
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Mark Ritson11 min read
John Lewis the landlord? Welcome to brand extension nirvana
Even if John Lewis cocks up in its bid to rent homes to the masses, the blowback on its ...
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Mark Ritson9 min read
Boots’ brand refresh shows big brands need targeting as well as mass marketing
Boots is trying to reach almost all UK consumers with its new ads, but is pairing them ...
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Mark Ritson9 min read
Wondering why Netflix wants to stop password-sharing? It’s all about funnels
Netflix has reached a level of penetration it will struggle to improve, with most ...
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Mark Ritson12 min read
Attempts to update the four Ps are embarrassing – they’ve endured for a reason
Whenever a marketer sets out to improve, augment or adapt the four Ps, they reveal the ...
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Mark Ritson7 min read
Jeff Bezos' success at Amazon is down to one thing: focusing on the customer
For all Amazon’s innovation and invention, it is the world’s most valuable brand ...
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Mark Ritson15 min read
Three axioms and three questions that summarise all of brand strategy
Brand strategy is not complicated, it’s just the systematic application of the basics all ...
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Mark Ritson13 min read
‘Funnel juggling’ is the answer to marketing effectiveness
It’s well established that brands need both long- and short-term marketing to be ...
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