by Bogosi Motshegwa. What happens when a brand is positioned in such a way that it limits or stifles its availability or distribution and accessibility to people?
Category archives: Marketing
Only Connect: Influencer marketing — the B2B golden bullet
by Bradley Elliott. Influencer marketing, and the technologies and data that unlock this, is central to B2B marketing.
B2B Customer Centricity: Why it’s vital for needs-based segmentation
by Mark Eardley. In this third Q&A with Forrester’s Laura Ramos, we look at centricity in the context of market segmentation.
Unorthodoxy: Combating brand indifference & active avoidance
by Gau Narayanan. Our primary marketing challenge is to tackle one thing and one thing alone: mass indifference.
Brands & Branding: Brands beware — don’t fall into the emotion trap
by Nigel Hollis. Emotion has a huge role to play in determining which brands people buy and when.
African Echo: Mozambique — become the country you’re destined to be
by Nuno Rainho. As much as the country is rich in natural resources, it’s rich in its people who, from the north to the south, never fail to express their joy of living each day.
Headspace: Storytelling & your evolving brand’s narrative
by Tenielle Maris. Why all the sudden hype around brand storytelling?
Fair Exchange: Partner-power for brand-growth expectations
by Erna George. There is some concern around the table about how young and busy people are appreciating the client/agency partnership, with all the non-face-to-face channels that can get in the way.
The CX-Files: The changing role of the CMO
by Julia Ahlfeldt. Who shoulders the responsibility for rallying the organisation to deliver on what the customer needs and expects?
Fragments: Decoding culture — how context shapes meaning
by Marguerite Coetzee. Culture is also a context, a world in which messages are communicated. We can decode these meanings if we first understand the context.