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
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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.
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Purpose of Purpose
- Showing diverse representation in ads should be done because it's the right thing to do, not just for profit.
- Even if diverse representation slightly underperforms, brands should still embrace it for ethical reasons.
Gay Pride Research
- Mark Ritson conducted research on gay pride marches and the creation of subculture brand codes.
- He found that minority groups created their own versions of brand logos because companies weren't representing them.
Beyond Promotion
- Liquid Death's marketing is brilliant, but their logistical execution is equally impressive.
- They overcame huge challenges by finding a rare spring water canning line and strategically placing their product.