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Uncensored CMO
Mark Ritson on the fall of Nike, KitKat’s perfect positioning and whether Liquid Death is more than just water in a can
Nov 13, 2024
Mark Ritson, a renowned marketing professor known for his bold theories, dives into this lively discussion, recorded in a London pub. He tackles why Nike's direct-to-consumer approach backfired and dissects the marketing genius behind KitKat's brand positioning. The conversation heats up around Liquid Death, questioning if it's just trendy water or a smart brand strategy. Expect unfiltered insights on brand consistency, emotional advertising, and the evolving dynamics of authenticity in marketing.
55:21
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Quick takeaways
- Mark Ritson critiques Nike's direct-to-consumer strategy, arguing it detracted from the brand's broader market appeal and legacy.
- The discussion on Liquid Death highlights the importance of storytelling and brand identity in differentiating products within a competitive industry.
Deep dives
Top Marketing Trends of the Year
The episode features a countdown of the most talked-about marketing stories from the past year, highlighting what has engaged readers and attracted attention on social media platforms. The hosts share their insights and personal experiences regarding which trends have shaped the marketing landscape, such as growing digital engagement and evolving consumer expectations. They emphasize the importance of understanding changing market dynamics, particularly in a post-pandemic world where behaviors and preferences have shifted dramatically. This recap serves not only as a reflection on the past year but also as a guide for marketers looking to adapt to ongoing changes in consumer behavior.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode