by Mark Wills | Oct 10, 2024 | Thoughts
The best marketers are conservative – with a small ‘c’. After reading Mark Ritson’s article “Consistency is the top-class marketers secret weapon”it reminded me of something I’d written a while ago. Except this time, my long-held belief in consistency and...
by Mark Wills | Oct 2, 2024 | Thoughts
Wash. Rinse. Repeat. I really want to like this new Levi’s ad more than I do. Firstly, Levi’s is one of the truly iconic brands that I’ve always admired. Over the years it has had some tough times. But Levi’s, in its selvedge denim weave, has always been...
by Mark Wills | Sep 30, 2024 | Thoughts
How FIFA was outplayed by Electronic Arts Back in November, 2021 I wrote about the dilemma faced by Electronic Arts (EA) to rebrand their highly successful cultural phenomenon that is FIFA Football – or ‘soccer’ if you Iive on this side of the...
by Mark Wills | Sep 25, 2024 | Thoughts
Nike has done it before. It just has to do it again. As ever a great article from Prof. Mark Ritson. Ultimately, four big mistakes saw off John Donahoe. He did not invest enough in product; he forgot to balance short-term performance with enough long-term brand...
by Mark Wills | Jun 21, 2024 | Thoughts
See the original article. The purpose of a CMO is not purpose. For many years there’s been a lot of talk about the demise of CMOs. Their ever shortening tenures. Their diminished authority in the C-suite. Hell, do organizations even need them? Running concurrent with...
