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...
by Mark Wills | Jun 11, 2024 | Thoughts
Do you need a Band Manifesto? – via John Shaw I think John Shaw is on to something and this may be representative to a broader marketing / brand shift. I’ve always loved a good manifesto. Skillfully crafted words that capture a brands strategic positioning with...
by Mark Wills | May 31, 2024 | Thoughts
It is back. “Is it in you?” One of the most memorable and powerful end-lines written. And when delivered my Michael Jordon, could it be any better? Now 30 years later, modernizing its message for the next generation of athletes, Jordan’s voiceover opens...
by Mark Wills | May 13, 2024 | Thoughts
Crushed it – To the left, LG 2008. To the right, Apple 2024. ‘Imitation is the sincerest form of flattery that mediocrity can pay to greatness.’ Last week when Apple launched the new iPad Pro it made headlines. For all the wrong reasons. Who would ever...
