Future Proof
19. Future Proof: Why does Mark Ritson urge brands to go beyond salience?
Aug 10, 2022
Marketing professor Mark Ritson discusses the importance of staying profitable and achieving success in the marketing industry. Topics include unconventional teaching methods, the role of marketing ROI in brand building, the importance of brand equity, meaningful difference in marketing, and the need for consistent change in evolving brands.
37:24
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Quick takeaways
- Challenging established marketing practices and beliefs can drive innovation and progress in the industry.
- Brand equity is crucial for success, allowing for increased sales, profitability, and new opportunities.
Deep dives
The Importance of Challenging Marketing Norms
Mark Reithson, a professor of marketing, emphasizes the need to challenge established marketing practices and beliefs in order to drive innovation and progress in the field. He believes that being provocative and skeptical can lead to valuable insights and prevent stagnation in the industry. By questioning traditional ideas and seeking interesting and unique perspectives, marketers can avoid falling into the trap of conformity and make a real impact.
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