Saturday, Mar 25,2017 - 00:03 to Saturday, Mar 25,2017 - 02:03
15 years of experience working for some of the largest luxury brands, how they can improve any brand's performance?
CENTRE FOR MARKETING EXCELLENCE PRESENTS TO YOU :
LESSONS FROM LUXURY
24 March 2017, Friday - 5.00pm – 7.00pm
50 Stamford Road Lee Kong Chian School of Business Singapore 178899 Seminar Room 2.8, Level 2
Dr. Mark Ritson
The discipline of Brand Management is barely four decades old, but the management of luxury brands has been an ongoing challenge for more than four centuries and beyond. In this fascinating and very applied session Visiting Professor Mark Ritson looks back on his 15 years working for LVMH, the World’s largest luxury goods company, and reflects on the key lessons he learned and how they can help every manager get more from their brands and organisations.
During this session, you will learn about:
The two kinds of brand research and why you need both of them.
Why digital marketing is nonsense and a contradiction in terms.
Why targeting means who you want, and who you don’t.
Why consistency is over-rated and something to be avoided at all costs.
What the most powerful branding medium is and why almost no-one understands what it is (and its not people or Facebook!).
Why most attempts to positon a brand are wrong and over-long.
Why time is always the enemy of marketing, and why you have to change to stay the same.
Dr. Mark Ritson
Professor of Marketing
Melbourne Business School
Mark Ritson is Adjunct Professor of Marketing at Melbourne Business School and a Visiting Professor at Singapore Management University. He has a PhD in Marketing from Lancaster University and has been a faculty member at some of the world's leading business schools teaching on the MBA programs at London Business School, MIT Sloan, and the University of Minnesota. He is widely acknowledged as one of the world's best marketing instructors and has been the recipient of a teaching prize at LBS (2002), MIT (2009) SMU (2015) and MBS (2008, 2009, 2010, 2013 & 2014).
Mark has worked globally on projects ranging from brand strategy, market research, segmentation, CRM and brand extension. His clients have included Baxter, Loewe, McKinsey, PepsiCo, Subaru, Eli Lilly, Donna Karan, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay and WD40. For thirteen years - from 2002 to 2015 - he served as in-house professor for LVMH - the world's largest luxury group - working with senior executives from brands like Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy.
An avid writer on branding, Mark has written a weekly column on the topic in the UK for Marketing Week for over a decade. On 3 occasions he has been judged the Business Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. He is also a columnist for The Australian newspaper.
His more scholarly publications include articles published in Sloan Management Review, Harvard Business Review, the Journal of Advertising, and the Journal of Consumer Research. He was the recipient of the Ferber Award in 2000, one of the most prestigious prizes in Marketing, for his doctoral thesis. In 2001. His co-authored research on pricing was cited by George Akerlof during his Nobel Prize acceptance speech.
PAST EVENT MEDIA
The second video is the recording of the same seminar that was done at LVMH on the 27th March 2017.
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