HKLM opens Cape office
Plans to jolt the Cape Town market into 'new brand thinking!'™ has begun to materialise for strategic brand agency, Harwood Kirsten Leigh McCoy (HKLM) with the appointment of new brand thinker, Simon Willar in the Mother City.
Willar has the task of converting Cape Town marketers and decision-makers to the idea that for a brand to remain competitive in the local market and where added pressure from global brands is on the increase, a more expansive strategic design approach is crucial.
"Brands are experiencing a progressively ruthless market place where hardened consumers display little or no patience with a company or product that does not look or behave like a '21st century player'. The FMCG sector for example has become a bone yard for some established brands that failed to keep abreast of rapidly changing market dynamics.
"At a fundamental level, brand identity and pack design are key motivators in the purchase or brand-switching decision - new entrants are taking market share from old cash cows because they look and behave the way consumers want them to. Importantly, behavioural and destination branding are two areas that require a strategically relevant solution in a market place where the long term is deemed to be something that happens after lunch," says Willar. Willar has 20 years experience in the advertising and communication industry including the digital space where brands are being born and laid to waste at a pace that one would expect might confuse consumers.
"The fact is, consumers and younger ones in particular, expect brand and identity innovation (or evolution) as being fundamental to sustained usage. The 'throw-away generation' is not just a convenient label, it's an attitude," says Willar.
HKLM's primary area of focus is developing strategic solutions for corporate branding, product branding and destination or retail branding. By having representation in Cape Town, the company plans to capitalise on the rapidly growing awareness of the value of branding and the associated increase in spend on brand building activity.
The company is proof in itself that new brands can impact successfully on a market in a short space of time. The one year old company has made significant in-roads into the local corporate market and opened new revenue channels in West and East Africa.
Exporting our skills across the African continent is one of the cornerstones of our business strategy," says Sean McCoy, one of the founding partners. "We're finding that it's delivering a two-fold benefit : clients can tap into the 'first-world' design skills and experience from a company that is Afro-centric rather than Euro-centric and second, local clients are benefiting from our experience gained on the continent."
HKLM's business philosophy of establishing long-term relationships that are founded on trust and integrity struck a cord with Willar, and the business relationship is set to provide the Cape Town market with a more imaginative and strategic approach to brand consulting and design solutions than is currently available..
HKLM Cape can be contacted on 082 491-6323, or visit the website on www.hklm.co.za.
Holland Park Communication Group
(011) 784 3599
29 Jan 2004 23:57
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