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Mark Ritson
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What Marketers Can Learn From Ford
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Alan Mulally turned 65 this month. You might not know the name, but you surely know the company he leads. Mulally is the CEO of Ford. That might sound a pretty unpleasant role with all the challenges of declining sales,... Continue reading
Posted Aug 13, 2010 at Branding Strategy Insider
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What GM Should Learn From The Brown Rat
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Last Sunday, GM announced plans to introduce a new car brand into the Chinese market. Baojun - which means “treasured horse” in Mandarin - will go on sale later this year. Shen Yang, the general manager of SAIC-GM-Wuling, the joint... Continue reading
Posted Aug 4, 2010 at Branding Strategy Insider
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Aggression: A Worthy Brand Builder
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Irish low-cost airline Ryanair was in trouble again last week. Chief executive Michael O’Leary was forced to apologise to easyJet founder, Sir Stelios Haji-Ioannou, for depicting him in the January ad campaign above as a Pinocchio who misleads clients about... Continue reading
Posted Jul 28, 2010 at Branding Strategy Insider
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Negative Brand Equity: A BP Death Sentence?
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Buy shares in BP. That was the bizarre advice from Royal Bank of Scotland analysts last week after those bright sparks worked out that even the worst possible costs of the Deepwater Horizon will total less than the actual drop... Continue reading
Posted Jul 19, 2010 at Branding Strategy Insider
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Marketing Lessons Continue To Flow From Apple
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Look at how the company executes a pre-launch strategy to build anticipation and generate awareness. Examine closely how Apple uses its retail partners to make the launch events an actual occasion rather than just the start of availability. Study carefully... Continue reading
Posted Jul 6, 2010 at Branding Strategy Insider
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Sponsorship Should Not Be A Random Act
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Somewhere inside the Istanbul headquarters of Turkish Airlines there must be a very large wall. And on that wall are plastered random images of people and organisations that all have two things in common. First, they have absolutely no association... Continue reading
Posted Jun 24, 2010 at Branding Strategy Insider
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Apple: Brand of Profits
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Last week, Apple overtook Microsoft as the world’s most valuable technology company. How has it managed to be so successful? Pundits love to say “innovation”, but if you go beyond the generic answer and break down the specific steps in... Continue reading
Posted Jun 11, 2010 at Branding Strategy Insider
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Brand Design: A Penis For London's Olympic Games?
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They’ve done it again! Three years after the 2012 logo united England in disappointment, Locog – the organisers of the London Olympics – delivered another body blow for British design. Wenlock, the mascot for the Olympic Games, was unveiled alongside... Continue reading
Posted Jun 7, 2010 at Branding Strategy Insider
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Rebranding: Not Beyond Credibility
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The bad news mounts for BP as the petrol giant has admitted that efforts to plug its Deepwater Horizon well and prevent any more crude oil escaping continue to fail. One mile from the surface, and 50 miles from some... Continue reading
Posted May 21, 2010 at Branding Strategy Insider
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Countries Are Not Brands
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The World Cup approaches and, once again, the English nation hopes against hope that it can win the tournament and finally end 44 years of hurt. Meanwhile, in South Africa the dreams are just as bold but aimed in a... Continue reading
Posted May 7, 2010 at Branding Strategy Insider
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Twitter Brand Raises Questions
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I started as a professor in the late 90s. I was young, inexperienced and terrified of the MBAs I was now paid to teach. So when the dotcom revolution started, I watched as my best students at London Business School... Continue reading
Posted Apr 14, 2010 at Branding Strategy Insider
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Fighter Brand Strategy: Cure For Low-priced Threats?
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When Jill Little, merchandise and marketing director at John Lewis, recently announced that the retailer was to introduce a value range, it was widely seen as a smart move. The homeware products line has been specifically designed to help John... Continue reading
Posted Apr 12, 2010 at Branding Strategy Insider
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Google Brand Continues To Stretch
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The most recent case study came last December, when it emerged that Google would launch a service in the UK allowing real-estate agents to list their properties for free. The news came as a shock to Rightmove, the leading online... Continue reading
Posted Apr 9, 2010 at Branding Strategy Insider
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Nokia Brand Needs Firm Direction
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Nokia retains a massive share of the global mobile phone market, but cracks are beginning to appear in its once-impenetrable leadership. In particular, the electronics brand is struggling to defend its lead in smartphones - the fastest-growing and most profitable... Continue reading
Posted Apr 5, 2010 at Branding Strategy Insider
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A Lesson In Price Integrity
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One of my favourite movies is Local Hero. It is the story of a Texan oil firm that attempts to buy out a small Scottish town and turn it into an oil refinery. From the very beginning, writer and director... Continue reading
Posted Apr 2, 2010 at Branding Strategy Insider
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Heinz Private Label Strategy Proves Masterful
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David Jason's voice wafts into British living rooms as images of everyday life fill the screen. 'Some things in life just have to be,' he intones. It's not meant to be prize-winning creative work. It's the latest part of Heinz's... Continue reading
Posted Mar 30, 2010 at Branding Strategy Insider
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6 Required Skills To Be A Great Marketer
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Let's start with a basic but key criterion. Marketers have to be comfortable spending time with and listening to consumers. A significant proportion of marketers cannot find the time or the humility to spend time in the market. They are... Continue reading
Posted Mar 26, 2010 at Branding Strategy Insider
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Manufacturers Losing Power To Retailers
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You might have felt a slight rumble under your feet last November, and heard the faint but unmistakable sound of an unstoppable object coming into contact with an immovable force. In the US, the epicentre of the collision, the noise... Continue reading
Posted Mar 24, 2010 at Branding Strategy Insider
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Senseless Marketers: Breaking The UnBroken
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Marketers really are morons. While workers in other disciplines build their knowledge base carefully over decades, our industry seems intent on destroying its most fundamental concept in an attempt to replace it with something new. Take Forrester, the US research... Continue reading
Posted Mar 23, 2010 at Branding Strategy Insider
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Toyota's Brand Problems Begin At Its Core
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Recently Toyota's Japanese president, Akio Toyoda, faced a US-style dressing down when he appeared before a Congressional hearing in Washington DC. However, irrespective of how well Toyoda answered his critics, and even if all Toyota's design flaws are remedied, its... Continue reading
Posted Mar 22, 2010 at Branding Strategy Insider
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