Mark Ritson is back on the podcast for a review of the most read stories this year. We debate if Liquid Death is more than just water in a can, why Nike’s focus on DTC was a mistake and what we can all learn from KitKat’s perfect positioning. Recorded in a pub in London, expect some uncensored opinions from everyone’s favourite marketing professor.
00:00 - Start 05:40 - Mark #5: Brand purpose doesn’t need a commercial excuse 14:13 - Jon #5: Liquid death article 21:15 - Mark #4: There's no such thing as performance branding 25:47 - Jon #4: Nike Winning isn’t for everybody 29:07 - Mark #3: KitKat's perfect positioning 34:33 - Jon #3: Compounding interest, relationships and creativity 39:55 - Mark #2: Why Liquid Death are running into trouble 45:42 - Jon #2: Outrage is the new s*x in marketing 48:32 - Ritson #1: Nike’s biggest mistake 52:44 - Jon #1: Airbnb’s focus on brand
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