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. 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. 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. 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. 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. All rights reserved. Everything you need to know about marketing! For more information go to https://mba.marketingweek.com/. But whereas a marketer sees their brand all the time, a consumer might see it just twice a year so it has to stand out when they do. 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. With the greatest respect to marketers, I don’t think most of them get it. Diseña tu estrategia digital GRATIS, Curso de marketing digital GRATIS 2020 paso a paso y online. Opening the Festival of Marketing this morning (10 October), Ritson said: “Salience is the biggest part of the job. Click here for instructions on how to enable JavaScript in your browser. For more information go to https://mba.marketingweek.com/, Your email address will not be published. The second is advertising linkage. “This looks really fucking obvious, I appreciate that,” he admitted. “Differentiation is important but distinctiveness and being there when those immediate system one choices are made is far more important,” explained Ritson. 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. Sales increased by 15% globally between 2009 and 2011, and in 56 and its 58 markets sales were on the up again. Copyright © 2019 Phvntom Inc. All Rights Reserved. He concluded: “If you aren’t overdoing your codes, 900% you aren’t getting it. That’s the challenge. 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. 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. 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. First, they must know it’s me.”. Its 2010 Super Bowl ad introduced the new strategy. 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. 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. 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. You are underplaying your codes because to you they seem obvious; but to the customer, they are gone in a second. If you continue browsing, we assume that you consent to our use of cookies. 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. “If you have a brand that is more than 50 years old and a code that is decades old you have a challenge, which is you want to renew and refresh the brand but you want to stay true to your origins, too much freshness and you become inconsistent. It’s not art, it’s not creativity first. Google Ad Grants help a U.K. nonprofit save lives, What marketers should do in the event of a no-deal Brexit, Overcoming Blockers: How to Build Your Red Tape Toolkit — Best of Whiteboard Friday, Help for retailers and shoppers in Asia Pacific, Page Authority 2.0: An Update on Testing and Timing, Mark Ritson: Distinctiveness is marketers’ main challenge. Our website uses cookies to improve your user experience. Currently you have JavaScript disabled. Snickers is one brand that Mark Ritson calls out for having distinctive brand assets 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.”. 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. Required fields are marked *. The post Mark Ritson: Distinctiveness is marketers’ main challenge appeared first on Marketing Week. 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. 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. Mark Ritson teaches the Mini MBA in Marketing. The first is that they maintain salience. Ritson recommends brands have three or four distinctive brand codes, which could include a logo, colour, shape, pattern or image. Most of you aren’t doing that and as a result nobody knows it’s you. Too much admiring the heritage and you become dusty. 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. 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. Mark Ritson teaches the Mini MBA in Marketing. 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. to improve your user experience. Customers don’t notice. Despite the obvious benefits of distinctive brand assets, Ritson said there are problems in the way advertising is made that means marketers are overlooking them. This is the big job, it is 70% or 80% of it. Registered office at Floor M, 10 York Road, London, SE1 7ND. “Distinctiveness first, it’s your main challenge.”. 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. And it bolstered the brand’s image in the mind of Liverpool supporters. “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. Click here for instructions on how to enable JavaScript in your browser. 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. In 2009, Mars’ Snickers brand was in decline – losing sales and share. Ritson explains how the positioning was transferable to other countries and media channels. Codes give you a way of achieving both,” he said. In 2009, Mars’ Snickers brand was in decline – losing sales and share. 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. All company, product and service names used in this website are for identification purposes only. Marketers think their brands [stand out] because they work there every day and think ‘fuck, it’s everywhere’. Distinctiveness can also be used to bolster brand image. You’ll be able to see more in the series on our dedicated marketing effectiveness page. You cannot overplay codes. Ritson explains how the positioning was transferable to other countries and media channels. 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. 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. 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. 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.