Mark Ritson: Distinctiveness doesn’t need to come at the cost of differentiation
Tom Roach and his team of effectiveness monkeys have been at it again at BBH London. Every now and again they sit down and stitch together a bunch of separate…
Mark Ritson – Brand Positioning
Mark Ritson: A true brand purpose doesn’t boost profit, it sacrifices it
I was at a conference in Stockholm this week. One of the attendees asked me over coffee about Verizon’s new brand purpose and what the statement actually meant. I confessed…
