Rolf Akermann

Marketing Strategist / Consultant
Location:Cape Town, South Africa

Profile

Passionate Marketing / Brand Strategist with substantial industry experience - Thrives on building and growing successful brands...
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MARKETING & MEDIA

Beware... Winter is coming!

As a matter of fact, winter has been coming (as in the case of "The Game of Thrones") for decades. Consumers have been demanding more clarity as to what the contents/ingredients/nutritional values are of the products they buy...

By Rolf Akermann 26 Jun 2015 14:28

MARKETING & MEDIA

If you want to succeed, get into the trenches. Now!

In the army, there is a saying: "you must earn your stripes", which refers to the fact that you will not simply be promoted. You have to demonstrate that you are deserving of a higher rank...

By Rolf Akermann 11 Jun 2015 14:10

MARKETING & MEDIA

The ultimate sleeping pill! Vision and mission statements...

If you get past reading three companies' vision and mission statements and you are still awake, give up! And accept that you are an insomniac! It is sad, but true...

By Rolf Akermann 3 Jun 2015 14:05

MARKETING & MEDIA

The danger of being too focused

Constantly we are reminded to be, or stay, focused. But is this always right?...

By Rolf Akermann 27 May 2015 09:11

MARKETING & MEDIA

Marketers united!?

The briefing by SAARF last week was interesting, as it revealed how other western countries do industry research. But I left the meeting, yet again, with a heavy heart...

By Rolf Akermann 20 May 2015 13:24

MARKETING & MEDIA

More for less

Recently I read about an appointment of a marketing manager at a small company with huge potential. The LinkedIn profile revealed that this new marketing manager had no marketing experience...

By Rolf Akermann 11 May 2015 14:12

MARKETING & MEDIA

Get the basics right

Two experiences in one week prompted me to write this article. Great TV campaigns, CRM programmes, social media etc. will not help if one does not get the basics right...

By Rolf Akermann 22 Apr 2015 14:18

MARKETING & MEDIA

Our industry needs a "Hellopeter"

Do you remember the days when there were plenty of functions where clients, agencies, freelancers, production houses and the media got together and picked up on all the "skinner"?...

By Rolf Akermann 25 Nov 2014 10:27

MARKETING & MEDIA

Is SA's positioning of "Inspiring New Ways" right?

As a proudly SA person, I am very concerned regarding the image of SA world wide. As a marketing strategist I am even more concerned...

By Rolf Akermann 17 Sep 2014 08:30

RETAIL

Why do wine brands think they don't need a positioning/proposition?

All other categories in the liquor sector have a very strong and focused positioning. Why not wines? It seems as if wine estates believe their...

By Rolf Akermann 9 Jul 2014 11:18

MARKETING & MEDIA

Life after AMPS...

Although not perfect, I have found AMPS (the product survey side) an essential tool when developing strategies for brands over the years.

By Rolf Akermann 13 Jun 2014 11:44

MARKETING & MEDIA

Trends for 2014: Now what?

It is of utmost importance for us marketers to know the trends and fully understand them. But should we all be following them like sheep?

By Rolf Akermann 7 Feb 2014 06:22

MARKETING & MEDIA

Why oh why do corporates build marketing empires?

I have seen this on numerous occasions during my career... companies decide that they can do a better job, and cheaper, than an agency.

By Rolf Akermann 4 Dec 2013 15:39

MARKETING & MEDIA

Big brands make big boo-boos. Why?

The Advertising Standards Authority (ASA) is hard at work of late. There seems to be a continuous flow of advertisements that receive complaints from the public and need to be pulled.

By Rolf Akermann 19 Sep 2013 07:21

MARKETING & MEDIA

So you've got a high IQ... Who cares?

The fact is that I recently learnt about all the other "Qs" and that IQ only contributes 25% to an individual's success rate.

By Rolf Akermann 1 Jul 2013 06:57

MARKETING & MEDIA

Big fish, small pond vs small fish, big pond

I am sure many in the industry will read this article and nod their heads in agreement. Many small agencies have been responsible for building huge brands in the South African market across all categories, only to see the business move to the large agencies.

By Rolf Akermann 14 Jun 2013 06:58

MARKETING & MEDIA

Five annoying hours with Mango

This is what I had to stare at for the five hours I sat on flights Cpt-Jhb-Cpt on Tuesday. 60cm from my eyes was the paper towel hanging over the seat in front of me, asking me...

By Rolf Akermann 20 Mar 2013 15:30

RETAIL

Plea for packaging that opens

Packaging is critical, particularly in the FMCG category. Manufacturers spend money on research and design to put something on the shelf that will catch the consumers' eye and convince them to buy the product. However, once the product is ready to be opened, consumers hit the first obstacle.

By Rolf Akermann 22 Feb 2013 11:35

MARKETING & MEDIA

What's this ad doing here?

We have all been stunned by seeing an advertisement in an environment that we do not think is right for the brand. I was shocked when seeing a canned food brand (I'll not mention the name as I'll have the agency, media planner and client on my back in a tick) advertised on the DStv Super Sport 2 channel at 4pm during a cricket match on Sunday, 9 December. As a big brand, I am familiar with it and could not fathom why the client / agency would be advertising during a cricket on a DStv channel.

By Rolf Akermann 12 Dec 2012 08:03

MARKETING & MEDIA

Good & bad advertising - who's to blame?

Maybe it's important for me to take the legal route, i.e. define what I mean by bad and good advertising.

By Rolf Akermann 27 Nov 2012 07:25

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