Mi3 Audio Edition
Blending Sharp and Ritson: Distinctive differentiation and custom media moves needle for CommBank, Subway, NRMA Insurance as News Australia shifts approach.
42:09
Byron Sharp is a distinctive assets maximalist, suggesting how brands look and are recognised and embedded into people’s minds is more important than focusing on what they do differently to rival brands. Mark Ritson argues brands need differentiation to stand out from rivals and pull customers in. News Australia says you need both to drive growth – and that custom-made media that delivers…