Leading marketing academic from Melbourne Business School, Mark Ritson, has shared his top ten tips for good brand management in a public lecture at RMIT.
Hosted by the Graduate School of Business and Law (GSBL), the Associate Professor at Melbourne Busines School, avid writer for Marketing Week and brand consultant to Louis Vuitton Moët Hennessy (LVMH), presented on "How to be a Brand Manager".
“The minute you sign a contract for a company, you will never look at the product or service the way the consumer does. The paradox of brand management is you control all the inputs but not the output,” said Ritson.
Through this presentation, Ritson delivered a refreshingly honest view of Brand Management in Australia, outlining the common mistakes made by Australian brands.
He made a clear distinction between a bad brand manager and a good one.
“A bad brand manager will hand over to sales as soon as the product is distributed to market, a good Brand Manager will follow the product into the consumer’s home.”
Professor Mark Farrell from GSBL who introduced Ritson reflected on the night: "Mark presented a fascinating insight into the challenges facing brand managers, and the pitfalls of not having a deep understanding of the importance of brand tracking.”
“There is an old saying that one should 'always leave them wanting more' and I can say with certainty that the audience were disappointed when the presentation ended.”
He added that it was easy to see why Ritson had won so many awards for his teaching “He was engaging, insightful, funny, and full of practical knowledge based on his own brand management consulting experience.”
“The lesson I learned was never present after Mark- he is a hard act to follow!”