Uncensored CMO Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters
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Oct 11, 2023 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.
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US Marketing Weakness
- The US lags behind the rest of the world in marketing.
- They are obsessed with peripheral elements like cultural representation and corporate dishonesty.
Knowledge Dissemination
- Marketing knowledge dissemination is poor in universities.
- Effective dissemination happens through books, talks, and online platforms.
Guinness' Success
- Guinness is close to becoming the best-selling beer in England.
- This success was achieved through basic marketing effectiveness, not unique strategies.