Mark Ritson on creativity, brand, and the need for better strategy
The WARC Podcast
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The Significance of Branding and Marketing Expertise
This chapter emphasizes the importance of creativity and marketing expertise in brand building, disputing a claim about the decline of branding as a business lever. It contrasts the views of advanced marketers in the US with those lagging behind, highlighting the broader scope of brand beyond just advertising.
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Transcript
