Mark Ritson
Marketing Week Mag
United States
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Past articles by Mark:
Consumers no longer care about provenance
We no longer bat an eyelid at brands’ globalised production, although Cumbrians will put that to the test as Jennings ale moves to the Midlands. → Read More
Follow Shania Twain’s lead and make sure product isn’t the forgotten P of marketing
Our marketing columnist experiences an epiphany on his couch that leads him to revise his opinion of Heinz pasta sauce and the state of modern marketing. → Read More
Follow Shania Twain’s lead and make sure product isn’t the forgotten P of marketing
Our marketing columnist experiences an epiphany on his couch that leads him to revise his opinion of Heinz pasta sauce and the state of modern marketing. → Read More
Look at your brand from the customer’s perspective, not the other way round
Responses to the Queen’s death showed marketers think brands have a place in consumers’ lives. You’ll be more effective if you recognise their insignificance. → Read More
Brands take note: The purpose of purpose is purpose
Marketers are still fixated on the notion that purpose drives growth, when the whole point is that for most brands it will cost money and require sacrifice. Just look at Patagonia. → Read More
The cure for impostor syndrome is simpler than you think
Marketers are prone to impostor syndrome, but solid training and a more realistic view of your peers’ achievements will show your worries are unfounded. → Read More
Can you achieve long and short at the same time? Usually, no
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both. → Read More
Marketers, investing in market research is not superfluous
The BBC’s decision to invest millions in research should be celebrated. Brands take note. → Read More
Volkswagen is right to put profit before sales
There are two paths brands can follow - one leads to sales while the other points to profitability, and the latter is invariably the right one to choose. → Read More
Mark Ritson: Staying in Russia is a statement of support for Putin
Brands that continue to do business in Russia, and the marketers who work for them, deserve no platform in this industry, our columnist argues. → Read More
For Omega and Swatch, the rewards of co-branding could be astronomical
Far from cannibalising Omega's luxury sales, the collaboration with Swatch on a £200 watch will breathe new life into both these sister brands. → Read More
Welcome to the new normal, it's the same as the old one
Despite dire predictions of Covid-driven decline for some sectors and exponential growth for others, we're largely where we would have been if it had never happened. → Read More
At times of war marketing is rendered superficial and ridiculous
Given what's happening in the world right now marketing really doesn't matter, but there are ways brands can respond without appearing tone deaf. → Read More
Brand might slyly alter human truth: How brand image changes perceptions of reality
The nature of reality, and how brands influence our perception of it, is the unusually metaphysical topic of our marketing columnist's thoughts. → Read More
An ethnography of pricing: How and why marketers should put up prices
Inflation means price increases are marketing’s number-one priority for 2022. But how many marketers are capable or even aware of the challenge ahead? → Read More
Musicians like Neil Young lack the market power to force Spotify's hand over Joe Rogan
The asymmetry between millions of available songs and the five companies dominating streaming means no artist can put Spotify in a corner. → Read More
Mark Ritson: NFTs are just marketing's latest idiot magnet
Marketers can't resist pointless fads, which is why you can now buy your own piece of marketing history with Mark Ritson's series of non-fungible tokens. → Read More
Good purpose, bad purpose: Marketers shouldn't oversimplify the arguments
Brand purpose campaigns underperform 'traditional' marketing on average, but for the right brands purpose will still be the most effective strategic choice. → Read More
If you've never heard of 'anthimeria', Google it before you end up like Kärcher
Courtesy of French politics, Kärcher is the latest brand to find out that becoming synonymous with your category is a double-edged sword. → Read More
Only a fool would bet against Amazon succeeding on the high street
Mark Ritson explains why Amazon is well placed to triumph against established supermarkets, and why its move is a big part of the omnichannel revolution. → Read More