• Mark Ritson on the fall of Nike, KitKat’s perfect positioning and whether Liquid Death is more than just water in a can

  • Nov 13 2024
  • Length: 55 mins
  • Podcast

Mark Ritson on the fall of Nike, KitKat’s perfect positioning and whether Liquid Death is more than just water in a can

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  • Summary

  • 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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