When rebrands go wrong

(And how to avoid the pitfalls)

Mark Ritson is is the PPA Columnist of The Year for business media in 2013. Mark has a PhD in marketing and has been a faculty member at some of the world's leading business schools, including MIT and Melbourne Business School. He has worked extensively as a consultant for some of the largest brands in the world. His former clients include McKinsey, Adidas, PepsiCo, GlaxoSmithKline, Eli Lilly, Johnson & Johnson, Baxter, De Beers, Ericsson, Sephora, and WD40. For eight years, he has also served as advisor and in-house professor for LVMH, the world's largest luxury group.

Mark Ritson

Tweet, post and blog all you like but first talk

Wed, 1 Oct 2014 | By Mark Ritson

Forget about content marketing and social for a minute and talk to your customers. 

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The Secret Marketer 401 245

Email withdrawal just isn’t possible

Wed, 1 Oct 2014 | By Secret Marketer

Email etiquette and email anxiety can derail best intentions.

Lucy Tesseras 654 400

Why are online retailers still ignoring personalisation?

Tue, 30 Sep 2014 | By Lucy Tesseras

It’s shocking that just two per cent of online retailers think personalisation is important.

Russell Parsons 654 400

Charity mailers should be wary of growth

Mon, 29 Sep 2014 | By Russell Parsons

News mail and door drop spend is up should not be cause for celebration.

Lara O'Reilly 654 400

4 lessons learnt from 4 years writing about digital marketing

Fri, 26 Sep 2014 | By Lara O'Reilly

From the allure of ad tech to the facade of social media metrics, here’s what I’ve learnt on the way.

Branwell Johnson

Customer satisfaction should be every retailer’s goal

Thu, 25 Sep 2014 | By Branwell Johnson

A key reason for Tesco’s decline is a lack of customer focus.

Lucy Tesseras 654 400

Marketers should get smarter with digital to get people back to the big screen

Wed, 24 Sep 2014 | By Lucy Tesseras

Consumers go to the cinema 2.8 times a year.

Jonathan Earl

The highs, lows and hitches of being a marketer abroad

Wed, 24 Sep 2014 | By Jonathan Earl

Just how do you prepare for a marketing life in a new land?

Ruth Mortimer 654 400

As the NFL crisis shows, business must set standards

Wed, 24 Sep 2014 | By Ruth Mortimer

Brands need a mix of people in leadership roles to stay responsible and relevant.

The Secret Marketer 401 245

Do you need a tie to be a professional?

Wed, 24 Sep 2014 | By Secret Marketer

Why certain skills are still needed for young marketing teams.

Nathalie Nahai 600 366

A self-regulated gambling industry is just too risky

Wed, 24 Sep 2014 | By Nathalie Nahaï

The success of gambling businesses depends largely on people not gambling responsibly.

How to control your programmatic campaigns

Wed, 24 Sep 2014

That research shows global advertisers are shifting programmatic away from agencies was no surprise to me. Digital advertising budgets are being wasted because of lack of control and transparency in programmatic buying, equating to billions of pounds lost in undisclosed fees and margins to unknown middlemen. 

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