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

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; in the process, brands tend to lose sight of their biggest asset.

By Bogosi Motshegwa

Image source © Memeburn
Uber comes of age and gets a new look, logo and branding

The next time you see Uber, you might not recognise it. That is because the company has had a massive aesthetic makeover to rival all of Donatella Versace's.

By Myolisi Sikupela

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

© 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

© Aleksandar Mijatovic – 123RF.com
Disappearing brands

The world does not long for more advertising. Recently Instagram tested its first advert in the app's photo feed. Reading the comments that followed was entertaining. They ranged from "I'm leaving Instagram" to "there goes the neighbourhood".

By Neil Hart

Taste the Feeling - new campaign for all Coca-Cola brands
Taste the Feeling - new campaign for all Coca-Cola brands

Late last week, Coca-Cola's chief marketing officer, Marcos de Quinto, revealed a new 'One Brand' global marketing strategy that for the first time unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life under the iconic brand positioning in one global creative campaign, 'Taste the Feeling'.

Tops at Spar rebrands
Tops at Spar rebrands

The liquor outlet of Spar, Tops at Spar, has rebranded its logo to align with other brands in the Spar group mother brands, Superspar, Spar and Kwikspar.

©rawpixel via 123RF
2016: The year of the user experience

Ad blockers are to become even more of a reality for marketers and consumers in 2016. This will see the emergence of a new breed of online sales people, focused on creating an all round 360 degree "user experience", rather than just churning out content to house ads to drive people to their product.

By Patrick Mungai

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

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

We keep a low profile at The Strategy Department, preferring to help our clients shine. But there are some trade secrets we can share. Here are some insights from our team about what unexpected skills it takes to be a strategist.

By Mike dos Santos

George Argyropoulos, managing director of Cruises International and Paolo Fra, brand and business manager for Bentley South Africa.
Co-branding: Bringing promotions to the luxury market

The 'buy this, get that free', customer loyalty model is typically associated with FMCG and cheaper purchases - but not for long. With their latest brand association, Cruises International and Bentley SA are making the concept of 'partnership marketing' work for luxury brands.

By Leigh Andrews

© 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