by Jason Stewart. Here are the five key broad lessons for brands to live by, to be relevant to this generation.
Category archives: Zeitgeist of Now – Jason Stewart
When everyone’s an expert, it’s smarter to say “I don’t know”
by Jason Stewart. Identifying just who to trust, who’s an authority and who has credibility is not that easy.
Influencers: Internal advocacy
by Jason Stewart (@HaveYouHeard_SA) When it comes to word-of-mouth and advocacy marketing, are we forgetting to use one of the most powerful tools at our disposal? One that can be easily controlled and set to work at any time? And at very little cost?
Influencers: Liquor advertisers running out of time
by Jason Stewart (@HaveYouHeard_SA) A ban on liquor advertising in South Africa (which has, for the past five years, been mooted as two years around the corner) will herald an era of dark marketing for the industry. Some brands will clear the hurdle without breaking their stride; others will falter predominantly because of what they are not doing now. Time is not on their side.
Influencers: The dilemma of having celebrity brand evangelists
by Jason Stewart (@HaveYouHeard_SA) One definition of endorsement is a ‘formal and explicit approval’. Another is ‘a signature that validates something’ as in “the cashier would not cash the check without an endorsement”. This highlights for me how important endorsement is.
Influencers: Very few people make truly individual choices
by Jason Stewart (@HaveYouHeard_SA) Influencing someone to change behaviour is very hard to do, and failure rates should scare marketers whose job it is to convince consumers to buy their brands.
Influencers: Brand evangelists and brand churches — if they build them, others will come
by Jason Stewart (@HaveYouHeard_SA) The same way religion spreads its message, marketers need to spread theirs. By helping disciples to build churches that recruit new users and turn them into passionate users, who in turn recruit new users, the ‘brand church’ grows.