Mark Ritson on defending differentiation - IGNITE 2023

Once upon a time brands were warned to “differentiate or die”. Then the Ehrenberg Bass Institute swung the marketing pendulum wildly from one extreme to the other arguing ‘meaningless distinctiveness’ was the key. Mark disagrees. In this session, he challenges this thinking and explores how differentiation is a legitimate, incredibly valuable branding prerogative.
Featuring Mark Ritson, Columnist & PhD Marketing

[@rav4nation]

Never had more clearer concept description by any Marketer. This is pure gold. Thank You, Mark Ritson.

[@SebastiaanVaz]

So interesting. I like how Mark is keeping us all grounded here. What we see is a typical case of 'roller coaster' tendency of convictions within industries. For example, within the body building community for a long time it was believed that carbohydrates should be minimized to achieve optimal muscle definition, with a strong emphasis on high-protein, low-carb diets. This belief dominated the community, leading many bodybuilders to drastically cut carbs from their diets. However, over time, this conviction has been challenged and even reversed in some circles, with newer research and anecdotal evidence suggesting that carbohydrates play a crucial role in muscle growth and energy levels, especially when consumed at the right times. This shift is a classic example of how trends in industries can ebb and flow, often resembling a roller coaster where what is deemed 'correct' swings back and forth based on emerging evidence, influencers, and changing perspectives. Mark's input helps us remember the importance of staying grounded amidst these shifts, reminding us to focus on balance and evidence-based approaches rather than jumping from one extreme belief to another.

[@sonlanos]

amazing

[@Lucky98792]

Brilliant.

[@03ranx]

This is gold