Africa Style: Commitment to the cause

by Masingita Mazibuko. In Sliding Doors, a woman’s love life and career both hinge, unknown to her, upon whether or not she catches a train. The audience sees her life play out both ways, in parallel. So, choices — they impact us upon personally. They also impact upon us as marketers.

Africa Style: No-one needs your brand

by Masingita Mazibuko. Wake up and smell the coffee, marketers; no-one really, truly, honestly, genuinely, absolutely needs your brand. That’s why the brand’s relationship with the intended consumer, as well as its product intrinsics, is such a crucial element of the marketing mix.

Africa Style: Fifty Shades of Marketing

by Masingita Mazibuko. For many book readers who are also movie goers, and many movie goers who are not book readers, watching such sexually explicit scenes as described in the book Fifty Shades of Grey could prove an uncomfortable experience in a movie theatre. Is this perhaps why the promoters appear to adopting Fifty Shades of Marketing?

Africa Style: Inspiration from an unlikely contender

by Masingita Mazibuko. So, I’m stuck in slow-moving traffic when a minibus taxi tears past, missing my car by the smallest of margins, then screeches to a halt … before calmly and remarkably sedately reversing around me to pick up a customer hailing it down. It is not appropriate to pen down the thoughts that engulfed my mind at that specific moment. Relating this near-collision experience to a friend later, the discussion about the taxi industry took an unlikely turn.

One could argue that the minibus taxi is an evil necessity in South Africa, given our scarcity of public transportation. However, when one considers the yellow cabs in New York, the black cabbies in London or the mutatas in Kenya, it is obvious that the taxi as a form of transportation has endured for years, regardless of undulating economic conditions.

In fact, taxis feature in our songs and movies – there was Zola Budd in the 1980s by Brenda Fassie, and the iconic movie Taxi with Robert De Niro in the 1970s was remade in the 1990s, starring Queen Lafitah.

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