Mark Ritson: Distinctiveness is marketers’ main challenge

Snickers is one brand that Mark Ritson calls out for having distinctive brand assetsMaking 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.
Opening the Festival of Marketing this morning (10 October), Ritson said: “Salience is the biggest part of the job. With the greatest respect to