The Word: Proceed with caution — customer ahead

by Mongezi Mtati (@Mongezi) More often than not, when brands launch new products, they tend to want to reach out to the ‘influential’, to the people with a large following. In my less-than-humble opinion, the general perception is still the notion that megaphones increase market share.

The Word: Influence — the double-edged sword

by Mongezi Mtati (@Mongezi) A little influence goes a long way in building traction for campaigns, and it’s that, and the possibility of going viral, that can be beneficial for charity initiatives. Influence, however, may be a double-edged sword, not always eliciting the response you desire.

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