What brands can learn from Skoda and Japanese rugby
The Rugby World Cup in Japan has so far been a pristine example of how to stage the perfect sporting spectacle. A fascinating country with a vibrant and ancient culture…
Marketing Week
Mark Ritson: Distinctiveness is marketers’ main challenge
Making their brand distinctive is marketers’ main challenge but too many are focused on differentiation and are underestimating the impact of having a brand people instantly recognise, according to Marketing…
Marketers praise Burger King but McDonald’s is more deserving
I saw Rain Man at the weekend. It popped up on my TV and, before I knew it, I was gripped by a film I had not seen in 30…
Fashion ecommerce 2020: The trends disrupting the industry
Fashion ecommerce is continuously changing, with consumer expectations pushing brands to innovate in order to stand out amid stiff competition. So, how are fashion ecommerce brands rising to the challenge?…
Gillette launches premium division with first heated razor
Gillette has launched premium division Gillette Labs as it looks to appeal to a wider audience, particularly high-end consumers and early tech adopters. Innovation is key to the strategy, with…
Why marketers should think less gendered and more neutral
Imagine a world without gender. Where colours, smells, tastes, clothes, cosmetics, cars and toys are completely gender neutral. Blue isn’t for boys and pink isn’t for girls. Dresses and floral…
How digital is changing the automotive customer experience
In retail, consumers have come to expect a swift and seamless experience online from beginning to end (and beyond the point of purchase). This is what’s known as ‘the Amazon…
Monzo sees ‘insane’ growth after running first TV ad campaign
Monzo is reaping the benefits of its first major TV ad campaign, seeing spikes in both brand awareness and app downloads that suggest more “traditional” advertising can pay off for…
Mark Ritson: Byron Sharp is wrong – of course brand perceptions influence sales
It’s fair to say no book has had more influence on marketing practice in the past decade than How Brands Grow. Professor Byron Sharp’s book is hardly a page turner,…
Mark Ritson: Gary Vaynerchuk is wrong, wrong, wrong, wrong, wrong about media
Every advertising era has its guru. From Thomas Barratt and the advent of modern outdoor advertising to David Ogilvy and the creation of effective print ads, Rosser Reeves and the…
