Pickings
A collection of marketing observations, articles, case studies, research, and ideas worth remembering, covering brands, campaigns, strategy, consumer behaviour, and the people shaping the discipline. These are the perspectives, examples, and lessons I find useful, interesting, or worth returning to.
The power of Apple’s brand positioning: three words that built a trillion-dollar brand
In his latest video examining 50 years of Effies case studies, Mark Ritson looks at the power of Apple’s brand positioning around three central…
How Lidl conquered Britain: the power of Excess Share of Voice
Back in 2013, Lidl had both a brand perception and share of voice issue. To address these, it launched the ‘Lidl Surprises’ campaign…
What makes Marketing effective? Lessons from Mark Ritson’s Effie Awards analysis
Having highlighted nine winners of the Effie awards, Mark Ritson summarises what we can learn about marketing effectiveness from the winning brands…
Rethinking Brand Management: key lessons from Mark Ritson’s contrarian approach
In this talk, Mark Ritson challenged conventional thinking in brand management and marketing, offering insights on how marketers should approach their craft. Ritson’s contrarian…
What does and doesn’t matter in modern marketing
In this presentation from the Marketing Week’s Festival of Marketing 2018, Mark Ritson gives a sobering overview on what is currently happening in the…
