A must not-miss episode! Mark is a brand consultant and former marketing professor. He has a PhD in Marketing and taught on the MBA programs of leading universities including the London Business School and MIT. He is writing a weekly column on marketing for almost 20 years, winning several awards for his commentaries. He established an internal marketing academy for LVMH – the leading French luxury brand company and he teaches the Marketing Week Mini MBAs in Marketing and Brand Management. In a marketing world where often a lot of half-truths, semi-lies or pure b******t are being peddled, Mark is a refreshingly clear voice whose opinion is backed up by research and a track record working with some of the most successful brands in the world. He is clearly not afraid to say it how it is. We talk among many other topics about the state of marketing, brand strategy and the playbook for brands in a recession.