South Africa’s leading creative minds came together at the recent virtual Cannes Trends 2021 event to analyse and be inspired by some of the best creative campaigns from across the globe. At the onset of the pandemic, brands were faced with an unprecedented crisis, but many used the power of creativity to solve new problems and transform perceptions with effective campaigns, [...]
According to Paula Sartini, founder and CEO at BrandQuantum, as a starting point, companies need to assess their brand health and determine if they are still relevant in the market today. To achieve this they need to understand what is important to their customers today and evaluate if their brand purpose and brand promise are still relevant for today’s discerning consumers. [...]
Moti Grauman, Digital Media Strategist at The MediaShop, cites Noah Yuval Harari’s book Sapiens, which argues that a brand is simply an agreed social construct that is lacking anything substantial. In fact, the elements of which any brand comprises are arbitrary. A brand is a not a logo, because logos change. It is not the building, because companies move. It is not [...]
Shaun Frazao, Head of Digital and Content at Wavemaker South Africa, says digital channels offer great reach. However, everything you know about digital reach is wrong. In its essence, an effective media plan ensures that you reach as much of the right audience as possible in the most cost-effective way. Driving engagement, building affinity and […]
Haydn Townsend, Managing Director at Accenture Interactive Africa, says small, agile companies are enjoying great success in digital marketplaces. As digitally native businesses that can evolve on the fly, these brands are capitalising on the multitude of shoppers on the likes of Amazon, Alibaba, click and collect models and food delivery ecosystems. However, a disruptive […]
Glenn Gillis, CEO of Sea Monster, says the problem with most loyalty programmes is that they are better categorised as rewards programmes. These are built around the concept of extrinsic incentives or, more simply, the external reasons or rewards that motivate the buyer. For example, a shopper would collect points for making a purchase and […]
M&C Saatchi Abel partners state that Covid-19 provided rocket fuel for our digital rocket. Forget captive audiences, the more interesting the world becomes, the less interested consumers are in brands. The time you will take to read this opening sentence is about how long a brand has to grab a consumer’s attention, which is why […]
Social Places has released the statistics from the second edition of their annual online Local landscape survey, which show that online reviews continue to grow exponentially and how businesses are managing these reviews have a direct impact on a business’s bottom line. These statistics offer insight into how South African consumers engage with businesses online, […]
Megan Walker, Senior Media Strategist at The MediaShop, says true convenience helps you better serve your customers, and the easier it is for them to get much needed information and complete a purchase with you, the happier they will be. Consumers want more, better, faster, cheaper and can we have it now please? These recurring […]
Tessa Nowosenetz and Christine Nyatsambo, KLA, say that working with the right market research partner before, during and after your rebranding process gives you access to consumer and sector insights that can enrich your efforts. Car brand KIA claimed a Guinness World Record in early 2021, and it had nothing to do with cars. The 303 […]