As we start in to work again, he offers some very simple advice that only requires an hour, a pen and a piece of paper. His advice is to start the year by answering three simple questions about the brand you are managing and, not wishing to lose any of the cut-the b******* Ritson style, I quote:

"First, who are we targeting and – unless you are wearing the Byron Sharp commemorative underwear – who you are not."

"Second, what is our position for the brand? Not the usual ‘Innovating with integrity for the people of the world’ brand-purpose balls, but rather what we actually want to stand for to that target customer we identified a question ago."

"Finally, what is the objective for the brand this year? Ideally there will be just one but certainly not more than two or three of these objectives."

- Now where's that pen and paper?

If you'd like to follow more about me follow the link.

*source: Mark Ritson, Marketing Week, J Jan 2018