Ritson on Brand Positioning

“There are only two brand goals: 1) do you know I exist? I want 100% of my target audience to know I exist; … and 2) what do I want to mean and stand for to those customers that know I exist?

What do you want your customer to think about when they think about your brand? I’ll give you three things. Pick three things. That’s your positioning.”

Professor Mark Ritson

If brands … don’t stand for something, they’ll stand for nothing. And nothing is neither memorable or motivating.

Chaz Wrigley, Chairman – BBH Asia

You can lure people by arousing their curiosity, but the best way to keep them interested is to offer them something different.

Jurgen Wolff, scriptwriter