JUST Branding S06.EP05 - Branding is Dead & More Marketing Bullsh*t with Mark Ritson
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Mar 24, 2025 In this candid sit-down, Mark Ritson, a marketing maven with a PhD and experience with brands like Louis Vuitton, drops truth bombs about the marketing industry. He tackles prevalent myths and issues in brand education, arguing it's fundamentally broken. Ritson passionately discusses the balance between branding and performance marketing, emphasizing the importance of each. He dives into the transformative role of AI in branding, including his creation, RitBot. Expect sharp insights and a dose of humor in this no-nonsense conversation!
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KitKat's Positioning Success
- Mark Ritson loves KitKat as a positioning case study because of its simplicity and consistency.
- It demonstrates that a simple, concise message, "Have a break, have a KitKat," can be incredibly effective over decades.
Overcomplicating Positioning
- Brand managers often overcomplicate positioning due to a lack of market orientation.
- They spend too much time focused on the brand and not enough time understanding the consumer's perspective.
Concise Brand Strategy
- Keep brand strategy concise; if it exceeds one page, it's too long.
- A concise strategy is more effective for execution, as demonstrated by Ritson's work with LVMH brands like Louis Vuitton and Sephora.