Effectiveness in Practice – Mark Ritson, Brand Strategist

Mark Ritson is one of the most distinctive voices in marketing
today. He’s been a marketing professor at top business schools
around the world for more than twenty years, won numerous awards
for his writings, and he is the creator of the Mini MBA in
Marketing and Brand Management with Mark Ritson — courses that have
given thousands of marketers worldwide the knowledge to up their
game in making better decisions everyday and the confidence to
argue their case in boardrooms. Among other topics we discuss ...
... how ‘The Long and the Short of It’ by Les Binet and Peter Field
play out in reality. ... why discounting remains the silent killer
of brand equity. ... what the German marketing industry can learn
from the international effectiveness movement ... how to create
campaigns that reliably deliver in the short and the long run. ...
the confusing terminology around Distinctive Brand Assets, Brand
Codes, and Fluent Devices.