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The #JetLoveYourself campaign
Jet flies again

In 2012, after much research, we at Trend Forward presented the future of marketing trend presentation to a small group of around 50 individuals across a broad sector of industries, including advertising, retail, marketing and few photographers...

By Dave Nemeth 9 Feb 2016 10:22

Your brand's biggest asset - every single brand has one
Your brand's biggest asset - every single brand has one

In a frenzy to remain competitive or gain some sort of competitive edge, brands tend to lose sight of their biggest asset...

By Bogosi Motshegwa 3 Feb 2016 14:00

From trophy winner to cheapest in one year!
From trophy winner to cheapest in one year!

In 2014 a wine cellar that I have supported over the years won the Jan Smuts trophy for the best young wine across all cultivars. Two weeks prior to the announcement I had sent a mail to the CEO predicting that their wine will win awards...

By Rolf Akermann 3 Feb 2016 06:34

Joy will put me off my drink
Joy will put me off my drink

"Blood, sweat and tears will get you there, but joy... (pause) will take you further," Jude Law confides to me, almost personally, in Johnnie Walker's new campaign...

By Varder Hulsbosch 29 Jan 2016 12:00

Royalty free © Sirup Dreamstime.com
Towards multisensory brands

As brands are becoming more and more emotional, thinking about offering consumers complete experiences, they need to enhance their uniqueness beyond a mere logo, a name, a look and feel...

By Dora Jurd 28 Jan 2016 12:00

© Chalermsuk Bootvises – 123RF.com
The future of brand building - 2016 and beyond

Trends come and go. Essentially, trends tend to be urgent, but never really important. For example, tagging onto a trend makes you relevant as a brand is urgent, but creating a strong brand that is distinct is important...

By Bogosi Motshegwa 27 Jan 2016 14:00

Four authentic marketing trends in 2016
Four authentic marketing trends in 2016

While technology will dominate marketing direction in 2016, from virtual reality to tapping into smart everything, there are four exciting trends that will see brands strive to make a more authentic impact...

By Sheila McGillivray 26 Jan 2016 06:56

Five skills you need to be a strategist
Five skills you need to be a strategist

People in the industry often view the strategist and the creative as different animals. However, spend enough time with both of these individuals and you will come to realise that there are actually more traits that they have in common...

By Mike dos Santos 21 Jan 2016 08:05

© Lulia Lun – 123RF.com
Hello Africa! Tell me how you're doin'!

Many multinational brands approach Africa with a near-desperate bright-eyed eagerness, trying to get to grips with her intricate market dynamics...

By Marthinus Van Loggerenberg 18 Jan 2016 14:00

Sweat the small stuff! - Blast Brand Catalysts
Sweat the small stuff!

Chris Midgley, Strategist with Blast Brand Catalysts, on the importance of paying attention to the small things...

By Chris Midgley, Issued by Blast Brand Catalysts 14 Jan 2016 12:37

What will you do for your brand in 2016?
What will you do for your brand in 2016?

As brand builders and ambassadors we are bound to extract the most out of marketing budgets, tasked with helping grow our businesses by developing strong brands...

By Mike Taberner 14 Jan 2016 08:56

© V. J. Matthew – 123RF.com
Branding lessons learned from religion (Part 2)

We went through part 1 of this article without defining branding...

By Jimmy Tembo 13 Jan 2016 11:00

© Manganganath – 123RF.com
Branding lessons learned from religion (Part 1)

When we try to find the common denominator between a business and church, we easily appreciate the fact that the first intention is to attract people...

By Jimmy Tembo 30 Dec 2015 06:00

If you've got it, flaunt it!
If you've got it, flaunt it!

In the early days of marketing/advertising, brands had unique intrinsics that differentiated them from the competition. A strong USP that set them apart was the foundation of the brand's marketing. Not anymore...

By Rolf Akermann 27 Nov 2015 13:30

Let’s Colour the World Initiative by Dulux
When emotions drive brand purpose

A brand purpose is more than a brand's promise. It helps to answer the question « why » from the employees' point of view ("Why are we here?") and from the consumers' point of view ("Why is this brand here?")...

By Dora Jurd 26 Nov 2015 12:00

Just pause - Blast Brand Catalysts
Just pause

Chris Midgley, strategist with Blast Brand Catalysts, reflects on what brands have to do to connect emotionally in the never-ending busy-ness.

By Chris Midgley, Issued by Blast Brand Catalysts 25 Nov 2015 11:40

The science of baking
The science of baking

The act of buying a new brand is not revolutionary. It is not a huge event in people's lives. It is not the road to Damascus. It is more akin to a little nudge, give it a go type of thing...

By Danette Breitenbach 25 Nov 2015 10:48

©dotshock via 123RF
Killing competition through brand relevance

When it comes to marketing your brand or company to the youth there's nothing wrong with setting objectives such as attaining the cool factor, however achieving the cool factor shouldn't be the "be-all and end-all"...

By Veli Dlamini 23 Nov 2015 08:43

[TrendTalk] Dear Santa, I want...
[TrendTalk] Dear Santa, I want...

There are 34 sleeps until Christmas according to this Santa website and Bizcommunity has scoured the interwebs to bring you the most distinctive, trendiest Christmas gifts on offer this season...

By Louise Marsland 20 Nov 2015 09:51

How to grow brands
How to grow brands

Prof. Jenni Romaniuk will be in South Africa early next week to launch the sequel to her best-selling marketing book 'How Brands Grow'...

By Danette Breitenbach 20 Nov 2015 08:00

Choosing the right partner for your brand
Choosing the right partner for your brand

We learn most of what we know about love from the trial and error of our formative adolescent years, with a few lessons from the example set (or lack thereof) by those around us...

By Brendan Powell 18 Nov 2015 12:52

Image via 123RF
[MRMW 2015] Engaging with a digital-first generation

During the second day of the MRMW conference in Cape Town, the focus was on millennials and some of the research being done to conduct the trends on social media...

By Beverley Klein 18 Nov 2015 09:34

© Andrey Kiselev – 123RF.com
[Relentlessly Relevant] 5. Warning - don't innovate here!

Semi-sacred cows and levers to leave alone...

By Douglas Kruger 13 Nov 2015 12:00

Don't post memes in the midst of a media storm
Don't post memes in the midst of a media storm

To brands who see fit to post memes on their social media pages when their customers' confidence is crumbling around them - stop that...

By Russell Jarvis 13 Nov 2015 08:51

Banele Rewo
Let's celebrate brands that insult Africans

When it comes to Africa, Africans and the African market everything marketing related should be implemented with a blanket approach...

By Banele Rewo 13 Nov 2015 08:49

©epicstockmedia via 123RF
Marketers should treat disruption as an opportunity rather than a threat

Disruption, more specifically digital disruption is the buzzword on everyone's lips, with new competitors in a range of industries and sectors using technology to challenge long-established business models...

By Cindy Diamond 5 Nov 2015 09:53

Perfume brand characters
Differentiating brands for growth in a cluttered market

Having recently become a mum, I've started engaging with a vast array of new brand categories and my needs from many of the products and services that I've always used have shifted dramatically...

By Camilla Fanning 29 Oct 2015 12:00

South African swagger won't work in Africa
South African swagger won't work in Africa

There are a few fundamental practices that need a fresh approach if we are going to embrace a united African economy, something that will benefit the whole of Africa and not just us...

By Michael Wood 28 Oct 2015 10:18

© Paolo Pagani – 123RF.com
The value of creative identity for early-stage business

During my 20-year career working as creative director for some of the world's biggest brands, I have learned a lot about the value of a strong creative offering...

By Byron Phillipson 27 Oct 2015 14:00

Big egos break brands!
Big egos break brands!

I have had my ego broken a fair few times. Not an explosive glass-vase-shattering break; more like the wise rider of a winged Pegasus before taking flight...

By Adelaide Potgieter 21 Oct 2015 13:04

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