Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters
Oct 11, 2023
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Marketing professor Mark Ritson discusses the best campaigns of the year, US marketers lagging behind, and the importance of differentiation and distinctiveness. They also explore Cadbury's successful generosity campaign, the history and reformulation of Luca's Aid, and the role of constraints and challenges in building a brand.
Cadbury's successful turnaround was achieved by tapping into its rich history and using emotionally resonant advertising campaigns that focused on the concept of generosity.
Authenticity plays a crucial role in establishing a genuine connection with consumers and building trust and loyalty.
Marketers often overlook the value of brand history, which can provide insights into core values, unique selling propositions, and key differentiators.
Deep dives
Cadbury's turnaround inspired by brand heritage
The Cadbury brand underwent a successful turnaround by tapping into its rich history and heritage. By focusing on the concept of generosity, Cadbury was able to create authentic and emotionally resonant advertising campaigns. The Garage ad, in particular, showcases the power of storytelling and the use of distinctive brand assets. By not explicitly showing the product being consumed, but rather emphasizing the act of giving, Cadbury created a memorable and relatable narrative. This approach demonstrates the importance of understanding a brand's history and using it effectively in marketing strategies.
The role of authenticity in marketing
Authenticity is highly relevant for marketers as it helps establish a genuine connection with consumers. By being authentic, brands can build trust and loyalty, which are essential for long-term success. Authenticity can be achieved by aligning brand messaging and actions with the brand's core values, story, and heritage. It involves being true to oneself and consistently delivering on promises. Authenticity resonates with consumers who seek brands that are genuine, transparent, and socially responsible. Brands that strive for authenticity are more likely to resonate with their target audience and stand out in a crowded marketplace.
The importance of brand history in marketing
Brand history is a valuable resource that marketers often overlook. Understanding a brand's origins, heritage, and evolution provides insights into its core values, unique selling propositions, and key differentiators. Utilizing brand history allows marketers to tap into the emotional connections consumers may have with the brand, reinforcing its authenticity and credibility. By incorporating elements of brand history into marketing strategies, companies can infuse their messaging with a sense of legacy and continuity. Engaging with brand history can steer marketers towards more impactful and resonant storytelling, helping to create stronger connections with consumers.
Longevity and the Importance of Maintaining a Successful Campaign
The episode discusses the significance of longevity in a brand's campaign and the challenge of convincing marketers to maintain successful campaigns instead of constantly creating new ones. It highlights the example of Cadbury's successful campaign, which has been running for over 50 years and emphasizes the importance of campaign ability and maintaining a consistent creative idea. The discussion emphasizes the need for marketers to understand the value of long-term campaigns and how they can contribute to a brand's success.
Distinctiveness and the Evolution of Creative Ideas
The episode delves into the concept of distinctiveness in marketing and its impact on brand success. It highlights the importance of distinctive brand assets and their role in capturing consumer attention and building long-lasting campaigns. The conversation explores how brands can evolve their creative ideas over time while maintaining distinctiveness, using examples such as KitKat's consistent campaign that has lasted for 50 years. It discusses the balance between running the same ad and creating variations on the theme, emphasizing the need for continuous testing and adaptation to stay relevant.
The Gary Vee of Australia is back in the Uncensored CMO hot seat. That is, of course, everyone's favourite marketing professor, Mark Ritson. In this episode we talk about the best campaigns of the year, Mark's most popular articles and why he thinks the US is lagging behind the rest of the world.
00:00 - Intro 00:31 - What’s going on in marketing in 2023? 02:19 - Why US marketers are off the pace 05:10 - Ehrenberg Bass and academic literature 06:53 - Mark’s contradicting viewpoints 07:23 - The Gary Vee of Australia 08:42 - Jon made a top 100 list 10:38 - Ritson’s biggest stories of the year 12:33 - Guiness 17:29 - The long and the short of it 20:38 - Cadbury 29:02 - Wear in vs wear out 36:43 - Running the same ad vs running a variation of a campaign 39:16 - Difference vs distinctiveness 45:51 - Is authenticity overrated? 48:12 - Do marketers use a brand’s history enough? 57:43 - Quick fire round
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