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Tag: differentiation

October 17, 2023October 12, 2023 andreweverett360

Mark Ritson: Differentiation is not about uniqueness

Josh Stephenson wrote an article for MarketingWeek titled Ritson: Differentiation is not about uniqueness (31 July 2023).

Continue reading “Mark Ritson: Differentiation is not about uniqueness” →
April 24, 2022April 24, 2022 andreweverett360

Brands need to build more than just salience to grow

Nigel Hollis, Chief Global Analyst, Kantar, wrote an article titled Brands need to build more than just salience to grow (3 August 2020).  

Continue reading “Brands need to build more than just salience to grow” →
August 14, 2020August 16, 2020 andreweverett360

What Attributes Can Brands Really Own?

Ethan Decker started a Twitter thread: « Brands trying to ‘own’ category attributes are pushing water uphill, esp in mature categories, esp without unique & protected IP. » Continue reading “What Attributes Can Brands Really Own?” →

July 17, 2019October 18, 2019 andreweverett360

Snickers turnaround

Here is a YouTube video in which Mark Ritson explains a remarkable turnaround story of the Snicker brand, by focusing on distinctive assets. Continue reading “Snickers turnaround” →

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