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Is Gillette’s new ‘brand purpose’ film, We Believe, “The worst marketing move of the whole year,” as Mark Ritson suggests (1), or an inspired bit of [...]

January is the time for bold predictions about how the world of marketing will be revolutionised in the year ahead. But Tom Fishburne’s timely cartoon reminds us of the risks of becoming [...]

“If you can’t beat them, buy them!” is an increasingly common approach for big brand companies responding to the threat of small insurgents. In this post we look at the benefits and challenges of [...]

Retailer John Lewis has lost its title as undisputed champion of Xmas advertising, according to System 1 research on this year’s ad (1), starring Elton John. The brand only just made the [...]

Microsoft’s market valuation pulled ahead of Apple for the first time since 2010,  confirming how effectively CEO Satya Nadella has revitalised the once ailing company. The share price has [...]

Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built insurance [...]

‘Brand properties’ help build the distinctive memory structure that gets your brand recalled when people are making buying decisions, as we posted on here. And a ‘brand [...]

“Focusing on driving loyalty with existing customers is the best way to grow, right?” asked the CMO of a major retail client this week. “Analysis shows that if we get loyal [...]

Mark Ritson added fuel to the fire of debate about distinctiveness versus differentiation in a recent column (1). “There is a worrying trend to favour distinctiveness over [...]

In this final post on ‘big brands under attack’, we propose how big brands are fighting back, covering both brand strategy and operating model. In a previous post here we showed how [...]