Jan Kostera conducted an outstanding set of interviews on three continents with some of the top thinkers in marketing: Mark Ritson, Les Binet, Peter Field, Helen Edwards, Vikki Ross, and Tom Goodwin. 58 minutes. September 2019. Continue reading “Making a Marketer”
Mark Ritson on the power of Apple’s brand positioning
Here is a YouTube video in which Mark Ritson explains positioning using Apple as an example. Continue reading “Mark Ritson on the power of Apple’s brand positioning”
SWOT, TOWS, and PESTLE
A Twitter thread brought to my attention a couple of unfamiliar marketing analysis frameworks. Continue reading “SWOT, TOWS, and PESTLE”
If Brands Are Built over Years, Why Are They Managed over Quarters?
Leonard M. Lodish and Carl F. Mela wrote an article for the July–August 2007 Issue of Harvard Business Review titled If Brands Are Built over Years, Why Are They Managed over Quarters? The article includes some insights from Vlasic, Nike, Victoria’s Secret, and Clorox. Continue reading “If Brands Are Built over Years, Why Are They Managed over Quarters?”
What brands do to create value
Tom Roach, Managing Partner of ad agency Bartle Bogle Hegarty, wrote an open letter to CMOs titled The Most Valuable Business Tool Ever Invented providing data points to help convince their CEOs and CFOs of the value created by investing in brand equity. Continue reading “What brands do to create value”
Distinctiveness doesn’t need to come at the cost of differentiation
Mark Ritson wrote a Marketing Week article titled Distinctiveness doesn’t need to come at the cost of differentiation.
« The story of differentiation and its more superficial, extrovert cousin called distinctiveness is one of the most interesting and important in branding right now. » Continue reading “Distinctiveness doesn’t need to come at the cost of differentiation”
Great marketers don’t sell dreams, they sell realities
Helen Edwards wrote an article for Marketing Week titled Great marketers don’t sell dreams, they sell realities. Continue reading “Great marketers don’t sell dreams, they sell realities”
Choice Overload Makes Consumers Buy Less
Florent Geerts posted a piece on Medium titled The Jam Experiment — How Choice Overloads Makes Consumers Buy Less. Continue reading “Choice Overload Makes Consumers Buy Less”
