[EN] 3:1 How to differentiate a brand (with Mark Ritson)

Carlo Crocco founded Hublot, and Jean‑Claude Biver turned it into a brand able to stand the test of time.

Starting from this story, we explore the role of differentiation in branding together with Mark Ritson – marketing and brand management consultant for some of the world’s biggest brands and founder of the advanced Mini MBA program, as well as one of the most widely read and respected columnists in the marketing world.

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More on MiniMBA: minimba.com

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Sources:

- B. Weinstein, Timing Is Everything, Entrepreneur, 1 luglio 1996

- V. Gomelsky, Edgy watchmakers’ material links time and space, New York Times, 11 aprile 2007

- T. Hulse, Jean Claude Biver: Sleep is like dying, sleep takes your life away, Wired, 21 maggio 2018

- Marketing Deconstructed - Brand Management: Dropping The Stupid Stuff…, Australian Association of National Advertisers, YouTube

- J. Trout, S. Rivkin, Differentiate or Die: Survival in Our Era of Killer Competition, Second edition, Wiley 2008

- L. Bruni, Il capitale narrativo, Città Nuova 2018