Beware of the unnamed, ill-advised “pivot.”
Back in the heyday of personal computers Compaq was a big, big deal. In 1981…
Browsing: Positioning
Positioning your chief sustainability officer for success
Sustainability is becoming the defining paradigm for business. Is your leadership team ready? How companies…
From Cult to Culture: It Isn’t Just About Positioning
How culture branding impacts our work In the 1960s, Al Ries and Jack Trout introduced…
THE THREE-WORD BRIEF
Those of us who create advertising or make advertising decisions need to start from a…
Humour in marketing and value creation? You must be joking
Humour has an important role to play in effective advertising, but don’t just ‘do a…
Your Golden Ticket of Marketing (Hint: It’s Not Your Website)
Too often, companies dive into creating a brand-new website—or other major marketing initiative—without having any…
What clients seek from influencer collaborators
Influencers have a lot to offer brand managers and online marketers, but they will have…
How to Create a Campaign That Spans 2 Decades, Like Mastercard’s ‘Priceless’
5 lesson’s that can be learned from its enduring success It is the rare campaign…
Ritson on brand: pick an enemy and position against them. Hard.
A museum guide is showing people around a set of dusty old exhibits and there,…
Great ideas need great marketing
Top 10 marketing mistakes that can kill a great idea Entrepreneurial spirit, hard work and…