Mark Ritson answers some of the burning questions I had around understanding the market and differentiation and positioning, specifically the U and the E elements of my TUNED framework. 

I asked him about business strategy positioning and brand strategy, what he thinks of Byron Sharps views on differentiation and distinctiveness, whether it is possible to own a particular attribute and how brand strategy is dealt with in the household name brands Mark consults with. I also wanted to know Mark's views on brand purpose. 

In this episode Mark and I discuss:

• Rebranding
• Brand purpose
• Market research
• Marketing strategy
• Business and brand strategy
• The business model for an idea
• Standing out with your purpose
• Mark’s views on Transferwise’s rebranding to Wise
• The difference between brand and marketing strategy

LinkedIn - Mark Ritson
Twitter -@markritson
www.marketingritson.com 

Mini MBA in Brand Management by Mark Ritson 

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