An expert on branding, whose past clients include Moet, Louis Vuitton and Tag Heuer, will speak with Tasmanian
marketers today about the importance of branding.

Attendees will have the opportunity to discuss brand principles with marketing expert Mark Ritson at a time
when the need to stand out from the crowd continues to rise.

“I have never seen a great brand positioning strategy that needed more than three words to define the brand,”
Mr Ritson said.

“Any more than that and the probability of achieving any kind of impact on the market turns almost immediately
to zero.”

Mark Ritson is currently the Associate Professor of Marketing at the University of Melbourne, having also taught
MBA courses in management and marketing management at various universities, as well as being an advisor
and in-house professor for the world’s largest luxury group, LVMH (Louis Vuitton Moet Hennessy).

Whilst promoting a strong economy is of importance, Ritson will also focus on development and networking
outside of Tasmania, through expansion into the national and Asian markets as a means of differentiation.

“There are only two guarantees in marketing. First, that consumer tastes change constantly. Second, big, dumb
organisations will always fail when they stop listening to the market and assume that, what they make is what
consumers want.”

Minister for Economic Development David O’Byrne, said the seminar was a great opportunity for some of
Hobart’s marketing professionals to learn from an expert in the field.

“Mark really is at the very top of his industry,” Mr O’Byrne said.

“His CV speaks for itself, so having someone of his calibre presenting to our marketers will be hugely beneficial
for the state.

“My department of Economic Development, together with Brand Tasmania recognises that Tasmanian place of
origin branding is critical to Tasmania’s future. It is an integral part of the State’s Economic Development Plan,
and I’m thrilled to have best practice international experiences shared here today.”

The seminar will take place at 7.15am today at the Hobart Function Centre on Franklin Wharf and is aimed at
emerging and current Tasmanian marketers, business professionals and small business owners.
Mark Ritson