A brand manager's dream: Produce a TV advert showcasing the benefits of a product whilst bringing a tear to the consumer's eye and galvanising them to rush out to purchase it.
By Dina Saffer-Myers 18 Mar 2014 15:51
The essence of human behaviour is relativity - humans compare - whether consciously or subconsciously. Perception is the tool which enables the brain to more efficiently create a fit between us and an environment by interpreting context in a relative way.
By Werner van Zyl 23 Oct 2013 10:49
There is a need for transparency, and to tell not just one story, but many.
By Oresti Patricios 26 Sep 2013 07:10
NEWTON, US: In some ways, you could say that the consumerisation of the enterprise was inevitable. The line between personal devices and enterprise has become increasingly blurred.
By Ilan Hertz 31 Jul 2013 06:37
NEW YORK, US: If you aren't already doing video marketing of some sort, you should be thinking about it.
By Danny Groner 30 Jul 2013 05:38
It's been exciting watching the phenomenal growth of digital media both locally and globally in the past say two decades. This, of course, has given marketers a whole new category of media in which to spend our advertising budgets.
By Noëleen Bruton 13 May 2013 11:27
Often, in business or personal encounters with other people, we hear the phrase, "So, tell me a bit about yourself." Yet many of us don't have a well-packaged answer ready. And that means that we miss out on an opportunity to quickly convey all the most important things we want people to know about us. Instead, we ramble and leave out key bits of information.
By Donna Rachelson 23 Apr 2013 14:33
Anyone who knows anything about SXSW knows that it is a frenzied week of interactive conferences, film and music. This year it is even bigger as its the 20th anniversary of the event, which means there are over 5 000 events in the city of Austin, Texas.
By Keenan Harduth 14 Mar 2013 10:17
After six years of research into why businesses succeed or fail in China, Emily Chong, the acting vice president of design and marketing for Frog innovation specialists, tackles the subject of survival strategies for brands in China. The parallels and differences in marketing to South Africans were startling.
By Keenan Harduth 13 Mar 2013 10:28
As more and more companies line up to enter Africa, the world's second most populous continent with a rising middle class of more than 300 million, companies with language localisation strategies will enjoy early-mover advantage.
By Ian Henderson 12 Mar 2013 10:31
The year 2013 for most brands, especially the ones coping with saturated markets in developed countries, will be a decisive one. Incorporating Africa into their corporate brand strategy, if they haven't done so, will be the better part of valour, so to speak.
By Obaika Consulting Team 31 Jan 2013 13:20
No, the concepts of "tribalism", "gamification" and "engagement" aren't a promo for the latest computer game, but are in fact the trends that will characterise the way companies and consumers interact in 2013. The branding industry is constantly developing and. while the following trends are evolutions rather than dynamic, short-term changes, we believe there are 10 areas that will define the brandscape over the next year.
By HKLM Exco Team 31 Jan 2013 12:33
As 2013 commences, afro-pessimism seems to cede to afro-optimism. There is a global consensus: Africa is poised for a great future. What will be the impact of Africa's growth on our industry? What will be the major trends of the year? In the business world, predicting the future is a crucial exercise.
By Nandkishor Buty 30 Jan 2013 12:39
Everyone is talking about content marketing these days - but what exactly is it and why should you care? Content marketing is a marketing activity that focuses on creating and distributing engaging, relevant, and valuable content to acquire and retain customers, and to build a stronger brand. It is the art of attracting customers to your products without an obvious sales pitch.
By Jessica Davis 15 Jan 2013 07:28
Last week as I met with several major media buyers in Gaborone presenting Media Trace's Botswana Outsights Report for October 2012, it became clear that October and November is their critical planning and buying season for the next year.
By Tatenda Chiweshe 31 Oct 2012 11:02
90% of success is just 'pitching up'. Be there and you will be relevant, right? Not in Namibia. The South Africans seem to have taken a rather arrogant view. "We dominate from our strategy and buying power" is how one agency put it. Understandably so; they can show client value without having to get outside of their comfort zones.
By Tatenda Chiweshe 31 Aug 2012 09:30
Companies and organisations in Malawi that use CDMA (Code Division Multiple Access) and any other phone telecommunication have a new product on the market after Teleservice Traders Limited (TT), unveiled a product, which uses wired and wireless technology, called Private Automatic Branch Exchange (PABX) - Music/Advert on Hold system.
By Gregory Gondwe 14 Aug 2012 15:31
At the risk of over-simplifying the science (and art) that culminates in media placement, one of the guiding principles is positioning around relevant content that is consumed by a predetermined volume of the target market.
By Tatenda Chiweshe 9 Jul 2012 09:46
Research organisations are constantly updating figures tallying how many branded messages are being pushed at consumers. In South Africa, we are currently being bombarded with around 900 branded messages per week. What is even more staggering is that only four of those messages break through the increasing advertising clutter to generate top-of-mind awareness.
By Jason Stewart 28 Jun 2012 14:51