You take those codes and you put them everywhere. Sales increased by 15% globally between 2009 and 2011, and in 56 and its 58 markets sales were on the up again. [embedded content] In 2009, Mars’ Snickers brand was in decline – losing sales and share. More information can be found in our Cookies Policy and Privacy The post Mark Ritson: Distinctiveness is marketers’ main challenge appeared first on Marketing Week. The series outlines the 9 key lessons for marketing effectivess taken from the analysis of over 6,000 Effie-winning case studies over the past 50 years. Click here for instructions on how to enable JavaScript in your browser. He pointed to the example of McDonald’s, which was able to use its easily recognisable logo in outdoor ads to point people in the direction of their nearest store. Marketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion. Too much admiring the heritage and you become dusty. The new strategy of clear differentiation and clever use of distinctive assets was an immediate success with the sales decline first arrested and then reversed. “Differentiation is important but distinctiveness and being there when those immediate system one choices are made is far more important,” explained Ritson.
Marketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different. Its 2010 Super Bowl ad introduced the new strategy. Use of these names, logos, and brands does not imply endorsement unless specified. Its campaigns had no clear messaging to differentiate the brand from rivals, while it was under-using […] Copyright © 2019 Phvntom Inc. All Rights Reserved. Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes. Policy. The Covid-19 pandemic has exposed the frailties of behavioural science and shown marketers are underestimating the significance of signs when it comes to understanding customer behaviour, Edwards argues. Digital marketing trends for beginners What is digital marketing ❓, Best Niche for Affiliate Marketing | Affiliate Marketing for Beginners (Episode 2), 2 Conversions in 48 Hours! This is because marketers are focused on system two thinking, which focuses on slow, conscious complex decisions, rather than system one thinking, the fast sub-conscious thinking that drives 95% of decision-making. Copyright © 2020 by Key Marketing Elements. This Tool Makes Video Marketing Easy for Businesses, Score a Cutting-Edge Vector Graphics Marketing Tool for More Than Half Off. Fewer customers were recognising the brand behind its campaigns and those that were were struggling to understand how it was different from anything else in the market. [caption id="attachment_738094" align="alignnone" width="736"] Snickers is one brand that Mark Ritson calls out for having distinctive brand assets[/caption] Making their brand distinctive is marketers’ main challenge but too many are focused on differentiation and are underestimating the impact of having a brand people instantly recognise, according to Marketing Week columnist and marketing professor Mark Ritson. You can overuse your logo, you cannot overplay your codes.”. “Eighty-four percent of ads are a total fucking waste of time the next day because either people don’t remember or they don’t know it was you behind the ad,” he said. Most of you aren’t doing that and as a result nobody knows it’s you. In 2009, Mars’ Snickers brand was in decline – losing sales and share. In 2009, Mars’ Snickers brand was in decline – losing sales and share. Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes. He concluded: “If you aren’t overdoing your codes, 900% you aren’t getting it. Ritson recommends brands have three or four distinctive brand codes, which could include a logo, colour, shape, pattern or image.
All company, product and service names used in this website are for identification purposes only. However, Ritson warns that the marketing industry is obsessed with differentiation, positioning and purpose, rather than distinctiveness, codes and brand assets. If you continue browsing, we assume that you consent to our use of, Watch: Ritson on the power of Apple’s brand positioning, Watch: Ritson on how Gillette convinced consumers to switch to a more expensive razor, Watch: Ritson on how Dove’s Real Beauty campaign found the perfect balance between long and short, Reckitt Benckiser: Brands must try not to ‘oversell their story’ on climate change, Grace Kite on why there is no ‘blanket’ rule for 2021 planning, Helen Edwards: Marketers are underestimating the signs of customer behaviour, Stop paying agencies for their time and start paying for their output.
Sales increased by 15% globally between 2009 and 2011, and in 56 and its 58 markets sales were on the up again. Ritson offers up four reasons why codes are so important. Currently you have JavaScript disabled. Our website uses cookies to improve your user experience. Its campaigns had no clear messaging to differentiate the brand from rivals, while it was under-using the distinctive assets it had established over decades. Opening the Festival of Marketing this morning (10 October), Ritson said: “Salience is the biggest part of the job. Diseña tu estrategia digital GRATIS, Curso de marketing digital GRATIS 2020 paso a paso y online. In this video, Marketing Week columnist Mark Ritson explains how the Mars-owned brand tackled the problem by communicating its point of difference through new positioning and making better use of its brand codes. Another problem is that because marketers are so used to seeing their codes and working with them every day, they get sick of them and assume their consumers do too, Ritson explained. Featuring actor and comedian Betty White coming off worse in a football game until eating a Snickers bar and transferring into an athletic young man, it had a clear message – when you’re hungry, you are not yourself, and Snickers can help. Ritson explains how the positioning was transferable to other countries and media channels. Featuring actor and comedian Betty White coming off worse in a football game until eating a Snickers bar and transferring into an athletic young man, it had a clear message – when you’re hungry, you are not yourself, and Snickers can help. Eighty-four percent of ads are a total waste of time because either people don’t remember it or they don’t know it was you behind the ad. In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost. Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. to improve your user experience.
For more information go to https://mba.marketingweek.com/, Your email address will not be published. All rights reserved. “None of you live in the customer world, if you did, if you saw how these beautiful ads of yours are being consumed, you would codify the shit out of them immediately.”.
Xeim Limited, Registered in England and Wales with number 05243851 With the greatest respect to marketers, I don’t think most of them get it. Its 2010 Super Bowl ad introduced the new strategy.
This video is the latest in a series where Ritson will reveal the stories behind some of the most effective campaigns ever based upon case studies from 50 years of the Effies, including Apple, Gillette and Lidl, as we examine what makes marketing more effective. First, they must know it’s me.”. Powered by WordPress using DisruptPress Theme. This is the big job, it is 70% or 80% of it. He points to Snickers, which has four clear codes: its logo, the parallelogram, the picture of the inside of the bar, and the brown pantone. Armed with a new perspective on accountability, marketers have an opportunity to be more innovative, get more done faster and help create a healthier industry. Effie Worldwide partnered with Mark Ritson, Adjunct Professor, Writer, and teacher of Marketing Week's Mini MBA and the team at LinkedIn for a 10-part series featuring Effie-winning case studies. “If you want to increase the likelihood your ad will be remembered, you need to use creativity. But if you want to increase the likelihood that the remembered ad will be linked to your brand, you need to codify the shit out of it. The first is that they maintain salience. That’s the challenge. Fewer customers were recognising the brand behind its campaigns and those that were were struggling to understand how it was different from anything else in the market. “This looks really fucking obvious, I appreciate that,” he admitted.
“The first rule of brand should be, first they must know it’s me.”, Watch: Ritson’s nine marketing effectiveness lessons. At the same time, the brand began to make better use of its distinctive assets – logo, pantone, the red parallelogram and ‘rip and chew’ product shot – in a series of executions. Research from the Ehrenberg Bass Institute shows that after watching 10 adverts, just 16% of people can remember the ad and link it to the brand correctly. Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes. Your email address will not be published. Ritson explains how the positioning was transferable to other countries and media channels. (Affiliate Marketing For Beginners Case Study), SEO for Beginners: The Best Way to Spend 35 Minutes (Real Website, Real Stats, Real Advice). He explained: “The problem we have in advertising is the way we make ads with incredible attention to detail, three months of thinking, intricate focus on pantones and stuff, it’s in direct opposition to how they are consumed. Customers don’t notice. When Liverpool won the Champions League, sponsor Carlsberg turned its packaging red. Everything you need to know about marketing! It’s not art, it’s not creativity first. Mark Ritson teaches the Mini MBA in Marketing. Turning Carlsberg Liverpool-red is a branding masterstroke. The end of the furlough scheme, differing impact of the pandemic on specific categories and the rise of online all impact how marketers should think about budget planning and strategy next year. Making their brand distinctive is marketers’ main challenge but too many are focused on differentiation and are underestimating the impact of having a brand people instantly recognise, according to Marketing Week columnist and marketing professor Mark Ritson. “It’s about whether your brand stands out to the customer, whether it looks like itself, whether it comes to mind. Reckitt Benckiser believes NGOs have a key role to play in ensuring brands behave authentically when it comes to climate change by holding up a mirror and getting them to think more deeply about their role and responsiblities. The new strategy of clear differentiation and clever use of distinctive assets was an immediate success with the sales decline first arrested and then reversed. Codes give you a way of achieving both,” he said.
Featuring actor and comedian Betty White coming off worse in a football game until eating a Snickers bar and transferring into an athletic young man, it had a clear message – when you’re hungry, you are not yourself, and Snickers can help. Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes. Distinctiveness can also be used to bolster brand image.
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