Blog Post by Mark Ritson
Mark Ritson17 min read
Coronavirus won’t hurt Corona, it will actually boost sales
Brands from Marmite to Peloton have shown negative publicity is beneficial if it doesn’t ...
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Mark Ritson10 min read
The story of Casper shows there is no DTC ‘revolution’
For all their trendiness and disruptive rhetoric, most direct-to-consumer brands do ...
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Mark Ritson8 min read
Targeting or mass marketing? The answer is both
The only way to achieve sustainable short- and long-term growth is to balance targeted ...
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Mark Ritson9 min read
Starbucks and Nestlé must focus on three key areas to avoid a bitter brew
Starbucks’ deal with Nestlé shows the brand knows where its core competencies lie, but ...
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Mark Ritson5 min read
Ignore all the waffle and set time aside for strategic thinking
Instead of reading articles about the latest technological trends, marketers should spend ...
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Mark Ritson7 min read
Burberry’s luxury repositioning won’t work, it’s not in the brand DNA
After dispensing with chief creative officer Christopher Bailey, new Burberry CEO Marco ...
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Mark Ritson8 min read
Can AB InBev avoid killing its craft beer brands?
Most marketers at big corporations don’t have to worry about the credibility of their ...
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Mark Ritson3 min read
Coke’s ‘one brand’ strategy highlights one of the great marketing themes of our lifetime
The single most important piece of brand theory of the past quarter century was published ...
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