Behavioral Science for Brands (Consumer Behavior Lab)

Interview: Mark Ritson on Consistency, Pricing Power, and the Myths Holding Marketers Back

In this episode Mark Ritson, a marketing professor and founder of the MiniMBA, discusses the often‑underestimated power of consistency in brand communication and how it drives long‑term growth. He introduces his "Bothism" framework, urging marketers to blend seemingly opposing strategies rather than choosing one extreme. Ritson also debunks myths that separate B2C and B2B marketing, showing that core principles like pricing power and consistent messaging apply across both arenas.