Andre Redelinghuys is head of strategy at HKLM (www.hklm.co.za). He develops and transforms brands to drive successful business and sees planning, design, message and medium all as part of the continuous relationship required to build inspiring brands. Email Andre at , follow @dre_rede on Twitter and connect on LinkedIn. Read the HKLM blog at livinglab.hklmgroup.com.
Andre Redelinghuys, head of strategy at HKLM (www.hklm.co.za), develops and transforms brands to drive successful business.
He sees planning, design, message and medium all as part of the continuous relationship required to build inspiring brands.
After graduating, he took on qualitative market research, where he began studying the nature of people and their relationship with brands. There, he learnt that endearing ideas need to have people at the centre.
Walter, Woolworths accepted the ruling, meaning they'll abide by it, but are adamant that they did not imitate.. but as I said before. My comment on the matter is not about whether they are wrong or right it's that I think people are overreacting. By that i don't mean that people shouldn't be angry - everyone's entitled to their opinion. Its just when people say things to the effect of "it's been a long time coming, Woolworths have no morals left and the market has fallen out of love with them"... come on. I was in my local woolies last night... things looked pretty normal to me. I completely understand that a brand cannot afford to disregard customers’ sentiment etc. Marketing 101 was a favourite subject if mine. My comment is really this: there are predictions of doom and gloom here for them and I completely disagree. I think it’s a case of a segment of society being hyper-focused on the issue thinking that all the attention (702 and Bizccommunity) indicates general market sentiment when in reality the majority of the market doesn’t know of the issue and many others don’t care.
Mario, I'm not addressing whether Woolworths or Frankies are right or wrong, I'm just saying that the commentary that Woolworths is headed into an abyss of poor morals and negative market sentiment is an overreaction, there's a bigger picture.
On the actual dispute i think there's a strong case for both parties. Frankies, the small guy, have developed an interesting proposition which may have been copied. But Woolworths could also say, 'old fashioned soda' is hardly a new or unique offering.. can anyone really own that? Chances are Frankies may have lifted their concept from another market.. or at least been inspired by something they saw.. Like i said, i feel for both parties - i just think it's ridiculous that people believe that all the goodwill toward Woolworths (pioneers in their category of sustainability, environment, healthiness etc) counts for nothing overnight.
Let's not over react.. The Woolworths reality is not on the forums of Bizcommunity its in their shops and their proposition is still as relevant as a few months ago: good products, packaging, merchandising, shop experience.. Good principles and values etc. This is a topical issue which seems to get some commentators swept up in sentiment. Barring other incidents, in 6 months this will be forgotten. Make that 4.. They did the right thing a dropped the line, so the issue will fade. Sent via my BlackBerry from Vodacom - let your email find you!
[Andre Redelinghuys] Jacob Zuma touched down in China yesterday morning, Wednesday, 13 April 2011, to take part in his first BRICS summit. In December 2010, BRIC officially invited South Africa to become the "S" in BRICS. There hasn't been much fanfare locally but through association, this new distinction is way more significant than feel-good jingles played on CNN.
[Andre Redelinghuys] Anticipating this year's macro environment, most analysts are banking on a European recession. I think this will set the tone for another tough business year globally. With business tightening its belt and household income under pressure, frugality will once again be the driving consumer trend. We can dust off those reports on how to market to tight-budget consumers, not that they have gathered much dust.