by Mark Wills | Oct 17, 2023 | Thoughts
If it ain’t broke, don’t fix it. Following alone nicely from my post of last week – “The best marketers are conservative – with a small ‘c’.”- now comes Mark Ritson’s article “Consumers don’t get tired of ads, only marketers do.”...
by Mark Wills | Oct 5, 2023 | Thoughts
The best marketers are conservative – with a small ‘c’. Although the world keeps changing – as does most organization’s CMO – change for the sake of change can be a huge mistake. The default position of most new marketers, at almost any level,...
by Mark Wills | Sep 28, 2023 | Uncategorized
Click here to see original article. A beautiful game tarnished by a toxic brand. Rebranding is always a mistake – right? Marketing wisdom suggests that it’s akin to committing hari-kari because you instantly lose all awareness, salience and familiarity. All...
by Mark Wills | Sep 14, 2023 | Thoughts
Click here to see original article. Gilding the lily? A successful collaboration, or co-branding, is about as good as it ever gets in marketing terms. A strategic combination of different brand equities to generate synergies is the ‘science of...
by Mark Wills | Sep 7, 2023 | Thoughts
The red thread continues. Another week and another post about The Kraft Heinz Company leveraging the iconic color of it’s ketchup. This time a playful collaboration with U.K. paint brand Lick. “A new brand collab should fall into one of two categories –...
