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 ...
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 ...
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 ...
As a Creative Director, here's why you should take Mark Ritson’s MiniMBA in Marketing
In our fast-paced, low attention span society, familiarity and understanding are often ...
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 ...
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 ...
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 ...
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 ...
‘Funnel juggling’ is the answer to marketing effectiveness
It’s well established that brands need both long- and short-term marketing to be ...
