Who is right about effective marketing has been debated for a long time now. Mark Ritson, who is sometimes pitted against Byron Sharp in these discussions, chooses to criticize American brands for not paying enough attention to the insights of Byron Sharp, Les Binet, and Peter Fields. These three emphasize emotional advertising and the importance of being clear, reaching a wide audience, and creating distinctive brands, preferably with a focus on emotions. Ritson argues that too few American brands do just that, focusing too much on performance and loyalty. Read for yourself here!