Brand management isn’t complicated. At least, it shouldn’t be. But the industry loves to overthink, overhype, and overcomplicate what is, at its core, a simple process. Mark Ritson nailed it with his straightforward framework: Diagnosis. Strategy. Tactics. Three steps. No more, no less. And if you get them wrong—or skip one entirely—you’ll pay the price.
Let’s break down why this framework is the foundation of any successful brand.
1. Diagnosis: Stop Guessing, Start Knowing
Most companies jump straight to tactics. “We need more content.” “Let’s run a LinkedIn campaign.” “Have we tried TikTok?” All of these might be useful—but only if they’re informed by solid diagnosis.
Diagnosis means understanding the current situation. It’s the moment when you stop telling yourself comforting lies and start uncovering the brutal truths. Who are your customers, really? What do they actually want? Where are you in the market, and how does the competition stack up?
Effective diagnosis relies on:
- Customer Research: Quantitative and qualitative insights into needs, behaviours, and perceptions.
- Competitive Analysis: Knowing who you’re up against and how they position themselves.
- Market Trends: Understanding the wider forces that could shape demand.
- Internal Capabilities: Being honest about your strengths—and your weaknesses.
Without diagnosis, you’re operating blind. And guesswork isn’t a strategy. It’s a gamble.
2. Strategy: The Big Call
Strategy is about choices. Specifically, it’s about choosing where to play and how to win. It’s not a 50-slide PowerPoint deck or a list of generic goals. It’s a concise, clear articulation of your plan.
The essence of strategy, according to Ritson, involves three critical components:
- Targeting: Which customers will you serve—and which will you ignore?
- Positioning: How will you occupy a distinctive place in your customers’ minds?
- Objectives: What are the measurable outcomes you want to achieve?
The biggest mistake companies make here? They try to be everything to everyone. Strategy demands sacrifice. If you haven’t said no to something, you don’t have a strategy. You have a wish list.
3. Tactics: Execution with Precision
Tactics are what people see: the ads, the social posts, the campaigns. But tactics should never lead the process; they should follow strategy.
The tactical toolkit covers the famous 4Ps: Product, Price, Place, and Promotion. When these align with the strategy, you get consistency. When they don’t, you get noise.
- Product: How well does what you offer align with customer needs?
- Price: Are you reinforcing the brand’s positioning with premium pricing or value-based offers?
- Place: Are you present in the right channels for your audience?
- Promotion: Are you telling the right story in a way that resonates?
The Common Pitfalls (And How to Avoid Them)
- Skipping Diagnosis: If you don’t know the problem, you’ll apply the wrong solution.
- Fuzzy Strategy: If your team can’t explain your strategy in one sentence, you don’t have one.
- Tactic Obsession: Shiny objects are tempting. But TikTok isn’t a strategy—it’s a channel.
Why This Matters More Than Ever
In a world saturated with marketing noise, simplicity wins. Ritson’s model isn’t revolutionary because it’s new. It’s revolutionary because it works. And because most marketers are too busy chasing the latest fad to implement it properly.
Want brand success? Stop complicating things. Diagnose thoroughly. Strategise smartly. Execute precisely. And if you need help applying that in your business, let’s talk.
Let’s create together.
