How long should a TV commercial be?
How long should a TV commercial be?

It still amazes me that so many TV (and radio) commercials are 30 seconds long.

By Chris Brewer 7 hours ago

Ageism in advertising
Ageism in advertising

As an ECD with many years of experience on four continents, in many countries, having won my fair share of awards and new business, I am now a victim of ageism.

By Tim Pinder 3 days ago

Goodbye to competitive advantage, say hello to customer advantage
Goodbye to competitive advantage, say hello to customer advantage

Remember the days when we were always following the leader and looking for ways to gain competitive advantage. We based our strategies on what our competitors were doing, on what internal CVP's we can develop to lead in the battle field. The battle field for brands has now shifted to the customer as it is going to be increasingly difficult to gain customer advantage in the future.

By Audrey Naidoo 3 days ago

Customer experience with a 25-year guarantee?
Customer experience with a 25-year guarantee?

Two days ago, a man extended his hand to me in a friendly gesture with the words "Hello Johan," and I instinctively knew I was in the presence of a superhero.

By Johan Botha 21 Jul 2016

Want to know why the Kardashians have become so popular?
Want to know why the Kardashians have become so popular?

"You don't sing, you don't dance, you don't have any talents," said Barbara Walters when she hosted the Kardashians on her show many moons ago. In his final press speech, Barack Obama also mentioned: "Kendall Jenner is here. I'm not exactly sure what she does."

By John Sanei 20 Jul 2016

How to create high impact advertising
How to create high impact advertising

Over the past few articles (more than 50 in fact) we have discussed various ways of how to develop and create good advertising. If you haven't read them all then you should consider doing so now.

By Chris Brewer 18 Jul 2016

Pixabay
The power of long-form content in corporate social responsibility

You can't turn on a screen in 2016 without seeing an example of branded content or native advertising flit across your eyes. Interestingly, while most of the branded content out there is well-produced and indeed entertaining to audiences, it doesn't really hit home as it's just not serving the corporate social responsibility or CSR purpose of bettering the lives of those consumers or even the world around us.

By Spero Patricios 18 Jul 2016

Augmented reality: more than just fun and games
Augmented reality: more than just fun and games

The Pokemon Go augmented reality (AR) mobile game has taken the world by storm - even before its worldwide launch - sending fans out into the streets in droves, and leaving businesses wondering how to capitalise on this phenomenon.

By Jason Ried 15 Jul 2016

Branding lessons learned from religion (Part 3)
Branding lessons learned from religion (Part 3)

The book of Mark 8:36 says; For what shall it profit a man, if he shall gain the whole world, and lose his own soul? Without falling into blasphemy, let's interpret this into a branding context. Noting that in the preceding articles (part 1) and (part 2), I described branding as 'positioning a service or product according to the creator's intention.'

By Jimmy Tembo 14 Jul 2016

Checkers is teaching kids a valuable lesson about commerce, just not the one they think
Checkers is teaching kids a valuable lesson about commerce, just not the one they think

If you are a Checkers shopper, you would have received a packet of tiny toy groceries along with your regular fare this week. Just like Pick 'n Pay's Stickeez promotion in 2015 (which purportedly saw profits go up 12%, according to some industry estimates), the Little Shop Minis are clever arm twisters that virtually ensures parents up their spend at the Checkers' till to R150 in order to get a collectible.

By Estelle Nagel 13 Jul 2016

Discount-based media buying #mustfall
Discount-based media buying #mustfall

Media buying (online in particular) is evolving. Believe it or not, your target audience is smart. It's no longer about placing an advert during the 8pm news or a banner ad on a news website.

By Jacques du Bruyn 12 Jul 2016

Baywest Mall © Wieland Gleich
The importance of brand identity

How do you sell something that doesn't yet exist? How do you sell something you can't see? How do you sell something that you cannot touch, hear, smell or feel?

By Paul Stewart 12 Jul 2016

Cats selling carpets. © Nailia Schwarz –
Writing good advertising copy (Part 6)

What does your advertising 'say'?

By Chris Brewer 11 Jul 2016

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