by Alistair Mackay. Pictures have emotional impact, but they make or break trust, too.
Tag archives: by Alistair Mackay
Brand Politics: To lead or mimic? That is the brand question
by Alistair Mackay. Wouldn’t it be amazing if brands used the power of aspiration to encourage positive social change, as Castle Lager did with its ’90s ads?
Brand Politics: Remaining revolutionary — the challenges of leadership
by Alistair Mackay (@almackay) How ruling parties in post-colonial democracies in Africa respond to their decline is one of the most important tests for a new democracy. Leading private-sector brands are put to the same test: do they respond to declining relevance by reinventing themselves or do they fail?
Brand Politics: Everything’s political
by Alistair Mackay (@almackay) It seems to me that South African brands are much less inclined to venture into cultural and political debate. It’s not surprising, given our cultural diversity and fears of offending people, and our track record of angrily shutting down debate. But it’s not great for building meaningful brands, either.
Brand Politics: Don’t be a broad church
by Alistair Mackay (@almackay) The temptation to try and appeal to everyone, to be a broad church, is strong. The problem is — it’s impossible. Building a powerful brand requires focus, not distraction. Brands can only have one ideology, not many.
Brand Politics: The reign of the evangelists
by Alistair Mackay (@almackay) Brand evangelists can be hugely damaging for a brand, whether in politics or the private sector. It’s not just people bad-mouthing a brand that can influence others to avoid it; it’s the characteristics of those singing its praises, too.
Brand Politics: Fighting to get noticed
In a hyper-sensitive market such as ours, the consequences of offending people are enormous. But the consequences of being bland are just as damaging for long-term brand growth. How can marketers get their brands noticed without getting them hated?
Brand Politics: After-sale marketing — where political branding falls down flat
by Alistair Mackay (@almackay) Political parties really don’t get after-sale marketing. Just as with consumers after having made an important and expensive purchase, emotions run high after an election and the risk of “buyer’s remorse” is real.
Brand Politics: Seeing red — what EFF teaches us about brand-building
by Alistair Mackay (@almackay) I can think of very few brands that have risen to prominence as quickly as the EFF has. Even Google and Facebook, the textbook meteoric risers, took a few years to establish themselves. The political party has done it by applying some fundamental marketing principles, and some clever guerrilla-marketing tactics.
Brand Politics: The rules of branding ayisafani
by Alistair Mackay (@almackay) One good thing to have come out of this #ayisafani debacle, I hope, is that it has taught white South Africans a bit about conjugation in isiZulu! The phrase, which translates as “it is no longer the same”, has been expertly used by the Democratic Alliance in a recent campaign across TV and social media.