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…
marketing week
Mark Ritson: Think TV is dying? You’re forgetting about the ‘Knopfler Effect’
Alas, I am old. I can remember glimpsing the initial efforts of MTV on American TV screens and then, a little later, on the sets back in the UK. And…
Mark Ritson: Mastercard’s wordless logo shows the power of distinctive brand codes
Stay away from logos, pantones and fonts. That’s always been my credo when it comes to the more graphical elements of brand management. It’s also the advice I give to…
The best marketing campaigns of 2018: Part 2
KFC – ‘FCK’ KFC faced disaster in February when it was forced to shut hundreds of restaurants temporarily because it had run out of chicken. Beyond the obvious hit to…
Marketing Week Masters Awards 2018: The channel winners
The Marketing Week Masters Awards took place at London’s Tobacco Dock last night (9 October). The biggest of their kind in the UK, the awards cover everything in marketing from…
Data privacy, customer experience & personalisation: 5 killer stats to start your week
1. Rise of subscription services fuels boost to TV and video consumption A 45% rise in Netflix viewers over the past year and growth in the subscription video-on-demand (VoD) category…
EasyJet launches ’emotional’ campaign as it looks to be known for more than value
Easyjet is launching a new campaign that aims to give consumers a “big dollop of emotion” to create a stronger connection and move the brand on from being known purely…
Consumers split over impact of Nike’s Colin Kaepernick campaign
US and UK consumers are split over the impact of Nike’s Colin Kaepernick campaign, with younger people and those who are Asian or Black/African American far more likely to view…
Mark Ritson: Targeting or mass marketing? The answer is both
The ads for this year’s Festival of Marketing have sparked happy memories of last year’s event. The organisers asked me and my old arch nemesis Professor Byron Sharp from the…
Missguided’s Kenyatte Nelson: The job of marketing hasn’t changed, it is dangerous to think it has
Keeping things “stupidly simple” and refusing to over-complicate them is the secret to marketing success for Missguided’s new chief customer officer Kenyatte Nelson. “Human beings – what drives them fundamentally…
