Debate between Mark Ritson (arguing for Bullshit) and executives from Interbrand, Brand Finance, and BrandZ (arguing for Brilliant).
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”
In a 9-minute YouTube video, Mark Ritson explains the concept of excess share of voice (eSOV) by examining how German supermarket Lidl boosted its market share in the U.K. Continue reading “Mark Ritson on how Lidl used excess share of voice to boost sales and market share”
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”