Practice English Speaking&Listening with: 15 branding questions answered by Dr. Mark Ritson

Difficulty: 0

The future looks a lot like 2021. We exaggerate it with this shit about personalisation and

digital transformation and the impact of covid-19. Trust me, things move, things evolve, but they

don't change half as quickly as most marketerswould have you believe.

I don't think brand purpose is as important as everybody says.

I dothink it's very important for the employer brand. I think customers don't give a sh*t.

You need about 40% off your money on the red lines

and you need about 60% on the blue lines - on the long-term brand building. None of you

in this room are doing that. I know that, it's okay.

You are losing a shitload of money because you are spending too much money on short-term performance marketing. Almost all of you are, everybody is, right?

And the reason you're doing it is becauseof ROI. ROI is a stupid variable, yeah?

Marketing ROI is a stupid variable. I can tell you with total certainty what the most

powerful communications channel is. Okay, are you ready? It's all of them.

The Description of 15 branding questions answered by Dr. Mark Ritson