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Unpacking brand activation for FMCGs
Unpacking brand activation for FMCGs

Changes in the power dynamics along the path-to-purchase have introduced a new world order in which customers reign and love flaunting their freedom...

By Joseph Neusu 22 May 2015 13:19

The world changed at midnight - marketing, too
The world changed at midnight - marketing, too

The business of marketing is the business of spreading ideas. We may want to spread the idea that people should trust in us, to believe in us...

By Walter Pike 20 May 2015 14:00

[TrendTalk] The retail experience trend
[TrendTalk] The retail experience trend

Shopping trends herald the return of the 'mall rat' and more interactive retail shopping experiences to revitalise the tired mall shopping environment...

By Louise Marsland 15 May 2015 09:43

Five social media pitfalls that SMEs should avoid
Five social media pitfalls that SMEs should avoid

Social media is a powerful tool for the small business owner. It can help you to build customer relationships, improve your search engine optimisation, and create a buzz about your business...

By Steven Cohen 24 Apr 2015 07:10

How brands can reach black consumers
How brands can reach black consumers

Advertising and marketing strategies in South Africa are more often than not pitched to an imagined black consumer: homogenous, newly-moneyed, and still baffled by what to buy as well as in desperate need of a funeral policy...

By Peter du Toit 21 Apr 2015 08:00

[TrendTalk] How to be a sustainable brand
[TrendTalk] How to be a sustainable brand

Brands that invest in sustainability programmes ensure their own sustainability. It is as simple as that...

By Louise Marsland 17 Apr 2015 14:39

Your brand is more than a hashtag
Your brand is more than a hashtag

One of the most important things to get right in your social media monitoring strategy is to track the correct keywords in order to get a clear picture of social sentiment about your brand, product and services...

By Gordon Geldenhuys 17 Apr 2015 14:34

[TrendTalk] Branding for good
[TrendTalk] Branding for good

There is no doubt the tide has turned in marketing, with products and campaigns from big brands working hard at providing solutions to societal problems...

By Louise Marsland 13 Apr 2015 09:46

Danette Breitenbach
Forever is a long time

Years ago, a vehicle manufacturer ran a campaign where women could test drive their vehicle. I responded and booked a test drive - not a positive experience for me...

By Danette Breitenbach 9 Apr 2015 07:20

The sum of the parts: Creating value with holistic segmentation
The sum of the parts: Creating value with holistic segmentation

Over the last few years, segmentation has been down-played in some industry circles...

By Riona Naidu 2 Apr 2015 08:22

Douglas Kruger
[Death to PowerPoint!] Part 3: Creative replacements for slides

Sometimes it's not the smoking that you miss. It's the act of playing with the cigarette...

By Douglas Kruger 1 Apr 2015 05:29

Why global retail success means going very local
Why global retail success means going very local

It's now possible to build a personal connection with each shopper rather than compete for their wallets based purely on price. But, the real challenge is how to establish a personal connection with foreign audiences...

By Françoise Henderson 30 Mar 2015 11:28

Mogorosi Mashilo
[The Human Truth behind the Trend] Part 2: A deeper look into what an insight is - the brand truth

In recapping part 1 of my 2-part discussion about unlocking the human truth behind the trend, we must always remember that consumers are actually human beings...

By Mogorosi Mashilo 26 Mar 2015 05:32

Mogorosi Mashilo
[The Human Truth behind the Trend] Part 1: The importance of consumer insights

First and foremost, it is imperative to understand what an insight is and not confuse it with an observation or a trend...

By Mogorosi Mashilo 25 Mar 2015 05:27

Is your call centre doing justice to your brand?
Is your call centre doing justice to your brand?

As we move further into the world of e-commerce, e-education,e-administration and even e-society, first (and second and third) impressions are increasingly made not by your sales team...

By Jed Hewson 17 Mar 2015 14:24

John Harvey
Banking on branding as important as ever

There can be little doubt that the proliferation of entry-level banks in the past few years has vastly changed South Africa's financial landscape...

By John Harvey 6 Mar 2015 05:30

Danette Breitenbach
Coping under fire

Janine Lazarus, founder and owner of Janine Lazarus media consultancy was a journalist for 31 years, and has worked across the board from newspapers to radio...

By Danette Breitenbach 3 Mar 2015 11:42

Chris Moerdyk
Why customer service is so bad

One of the main reasons why customer service in South Africa is pretty much atrocious is because staff attend customer service training courses...

By Chris Moerdyk 3 Mar 2015 05:02

Bookmarks Awards reflect a maturing industry
Bookmarks Awards reflect a maturing industry

Winning a Bookmarks Awards is important. It is meaningful for a number of reasons, of which the winning is the least important...

By Danette Breitenbach 23 Feb 2015 11:11

Making its (Book)mark
Making its (Book)mark

Last week a total of 13 gold and 34 silver awarded on stage (the 44 bronze winners were announced but not called onto the stage), at the 7th Bookmarks Awards...

By Danette Breitenbach 20 Feb 2015 13:30

[TrendTalk] Content is key to 'winning' Twitter
[TrendTalk] Content is key to 'winning' Twitter

We know from a personal perspective that to get more followers on social media we have to be active daily, post cool stuff, be authentic and be engaged. But is it the same for brands?...

By Louise Marsland 20 Feb 2015 10:38

Noëleen Bruton
Marketing in tough times

In tough economic times, marketers are sometimes tempted to compromise their brands in order to drive sales or footfall - but this is a danger zone....

By Noëleen Bruton 18 Feb 2015 14:19

Danette Breitenbach
Engaging with connected consumers - Part 3

Marketers have to think about innovative ways to use social and the internet and how to engage in conversations that push your brand and earn triggers...

By Danette Breitenbach 13 Feb 2015 05:48

Danette Breitenbach
Engaging with connected consumers - Part 1

Yes, consumers are all in the digital space. Not all consumers are not the same, and no, not all digital consumers are same...

By Danette Breitenbach 11 Feb 2015 06:01

[Trends 2015] The power of the crowd
[Trends 2015] The power of the crowd

BMi market research chief executive officer, Gareth Pearson, outlines his consumer brand trends in brief, which will shape 2015...

By Gareth Pearson 4 Feb 2015 10:56

[Trends 2015] The year of transformation
[Trends 2015] The year of transformation

The pressure is on the local advertising industry in 2015 with the implementation of the new Triple BEE codes, warns Abey Mokgwatsane, CEO of Ogilvy & Mather South Africa...

By Abey Mokgwatsane 20 Jan 2015 08:20

Sid Peimer
[Trends 2015] Avoiding 'Infobesity' and harnessing opportunity

When asked if I have a crystal ball, my response would be: "No, it's just the way I walk." Predictions may not make us walk funny, but we certainly need to know where we're going...

By Sid Peimer 20 Jan 2015 08:00

Mike Sharman
[Trends 2015] Online influencers are the billboards of 2015

Influencer marketing, Africa and reaching the Millennials in the hidden, dark spaces they inhabit online, means brands need to enhance their cult status to win over Generation Z.

By Mike Sharman 19 Jan 2015 09:24

How harnessing consumers' sense of smell can boost sales
How harnessing consumers' sense of smell can boost sales

I consider the power of smell to be the most intriguing of all the senses. It is a scientific fact that humans can remember about 10,000 distinct odours and, in turn, these can trigger important memories...

By Stephen Sandmann 13 Jan 2015 15:04

The best and the worst...from Google's Top 10, to a really bum idea...
The best and the worst...from Google's Top 10, to a really bum idea...

Whatever our field, there are campaigns, adverts, articles that we love to remember, and others we would rather forget. But no one will let us... (videos)

By Rod Baker 18 Dec 2014 07:00

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