by Sean McCoy (@TheRealMcCoyTRM) While this column is not political in nature, it poses the question of how we might learn from brand conversations and initiatives internationally, in which social issues are being addressed.
Category archives: Marketing
The Word: Forget viral — build evangelist communities
by Mongezi Mtati (@Mongezi) Brands often approach social media campaigns the same way that they would think of creating a splash in the media about a new product launch.
Green Sky Thinking: Water, water everywhere…
by Colwyn Elder (@colwynelder) In addition to the water we consume as food, there is also the water we wear on our bodies. To produce a cotton t-shirt takes almost 3 000l, while a pair of jeans takes more than 7 600 litres. Which brings me back to World Water Day. One of the few brands which used World Water Day as a platform to connect with customers was Levi Strauss.
Homegrown: Market-stall philosophy and the values-driven brand
by Lynne Gordon (@lynne_gordon) Artisan markets and food stalls seem to be flavour of the day in Jozi. Here, and increasingly in the world of big brands, values are the new differentiator that attract attention, create trial, and build tribes of advocates.
Motive: How brands can help us win back the internet
by Dan Herman (@elhermo) What can we, as brands and marketers, do to navigate the minefield that the online environment has become? How do we turn back the tide of brutality and negativity, and drive digital back towards the ideal it was intended to be? How do we stay relevant and be heard without contributing to the turmoil?
The Real McCoy: Power to the people
by Sean McCoy (@TheRealMcCoyTRM) For all the systems investment, development and focus by business, these are enablers and not the answer to service differentiation — at the end of the day, it is people who make the difference, no matter the industry.
Tuned: Social media — fuel for music festival fire
by Thabang Leshilo (@Thabang_Leshilo) The South African music festival of the past was a simple thing, featuring a few local acts performing to a small crowd of enthusiasts. Today, festivals such as Oppikoppi and AfrikaBurn are the stuff that legends are made of. So, what’s all the fuss about and what’s driving this trend?
Fair Exchange: Dear brand manager, complaints may be a blessing
by Erna George. If a consumer finds the time and energy to complain, it is an opportunity. However, customer complaints may in a few extreme cases reflect the silliness or the greed of some. Good or bad, the exchange between brands and complainants does not mean that there has to be a winner and loser.
Dissident Spin Doctor: How can we sell something if we don’t believe in it ourselves?
by Emma King (@EmmainSA) It’s been a relief to start my own business and make a few rules of my own. Joining the first hard-and-fast rule is the second, but equally important one — that I don’t work with any brands or businesses that I don’t fully believe in or like.
Green Sky Thinking: Waste not, want not, with wonky food
by Colwyn Elder (@colwynelder) What with figures from the UN Food and Agricultural Organisation showing that as much as 40% of fruit and vegetables go to waste worldwide, largely because they don’t meet cosmetic standards, various campaigns promoting wonky fruit and veg are a welcome wakeup call.