a trendMARK feature by Francois van Dyk. There is a revolution around the corner facing PR and communications professionals, as modern, more reliable effectiveness measurement standards are introduced.
Category archives: Marketing
Brand Politics: Unite and conquer
by Alistair Mackay (@almackay) What is the 2014 version of advertising that crosses racial divides? Segmentation strategy in South Africa is difficult: we don’t like to be treated differently, and we recoil from brands that pick up on any differences. That creates a tension for marketers.
The Ad Contrarian: The limits of strategy
by Bob Hoffman (@adcontrarian) I have always felt that in advertising, strategy is essential but it’s not enough. The problem with most of our agency strategists is that they complicate the shit out of the easy stuff and screw up the hard stuff.
Shelf Life: Functional foods category set to grow
Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches: new functional foods category set to grow; additional Findus veggie variants launched in SA; Regent Insurance refreshes brand, including new-look offices; and Pyrotec offers refrigeration printing solution.
Fair Exchange: A highly functional trade between brands and consumers
by Erna George. The fair trade between just how much information brands want and how much consumers should provide is as important a consideration for me as any of the other more ‘creative’ or ‘marketing’ issues my previous columns have addressed.
Brand Politics: Voters as heroes and the art of brand loyalty
by Alistair Mackay (@almackay) How do our political brands get such fervent support, even in the absence of tangible products and services and, in some cases, poor or skewed records of delivery? If private sector brands could illicit such customer loyalty, their marketing directors would retire at 40 — rich, happy and fulfilled.
The Ad Contrarian: Vehicle marketers are stupid. Here’s why.
by Bob Hoffman (@adcontrarian) A significant part of what I am doing these days is trying to explain to marketers the silliness of ignoring people over 50. A perfect example of this occurs in the automobile industry where the facts and the practices are in complete opposition.
Shelf Life: Oreo’s culture-jacking hits South Africa
Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches: Oreo’s culture-jacking hits South Africa, Lay’s launches a 50%, less fat chip, Shannon’s Merlot released and adidas’ custom designer mag out.
Green Sky Thinking: I make therefore I innovate
by Colwyn Elder (@colwynelder) Design-hungry patrons certainly got their fill at the end of February 2014 with Design Indaba’s signature lineup of creatively inspirational speakers, complemented by the prestigious GUILD exhibition, Africa’s first international design fair. In keeping with Cape Town’s WDC premise “Live Design, Transform Life”, sustainability was a key theme across both.
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.