Rolf Akermann

Marketing Strategist / Consultant
Location:Cape Town, South Africa


Passionate Marketing / Brand Strategist with substantial industry experience - Thrives on building and growing successful brands...
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From trophy winner to cheapest in one year!

In 2014 a wine cellar that I have supported over the years won the Jan Smuts trophy for the best young wine across all cultivars. Two weeks prior to the announcement I had sent a mail to the CEO predicting that their wine will win awards...

By Rolf Akermann 3 Feb 2016


If you've got it, flaunt it!

In the early days of marketing/advertising, brands had unique intrinsics that differentiated them from the competition. A strong USP that set them apart was the foundation of the brand's marketing. Not anymore...

By Rolf Akermann 27 Nov 2015


On special... yeah right!

When I am alerted by a friend or an advertisement about a "special" at a supermarket (and it is really special), I make the effort to pop into the store to make a "bargain" purchase...

By Rolf Akermann 6 Oct 2015


Goodbye, brand!

We all know that marketing works. We work hard at launching a product (brand extensions) to induce trial and then to convert the consumer to become loyal...

By Rolf Akermann 25 Sep 2015


Using all the pieces of the puzzle

In the marketing/advertising industry, we are great at creating new words, names and abbreviations. It is hard to keep up with the jargon! Mostly it is simply re-naming something, or breaking a term or function up into smaller parts...

By Rolf Akermann 7 Sep 2015


When last did your brand have a check-up?

As humans we do go for regular health check-ups, but what about Brands? Companies have yearly check-ups (audits). Why not Brands?...

By Rolf Akermann 20 Aug 2015


Variety is the spice of life

The size of the "self-employed" market (freelance, contract, consultants) is growing at an exceptional rate worldwide. In the US 33% (53 million) of the workforce is made up of freelancers...

By Rolf Akermann 12 Aug 2015


Unsuccessful business venture abroad? Chances are, you didn't do your homework

We all remember our parents telling us this a million times, "finish your homework, then you can go and play". Yet we forget to do this later in life...

By Rolf Akermann 14 Jul 2015


Awards after awards. Enough already

Advertising awards are plentiful. Cannes Lions, Loeries, Pendorings, CIO, AAF, AotW, CRESTA and LIA to name but a few, and all these awards are about creativity...

By Rolf Akermann 9 Jul 2015


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


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


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


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


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


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


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


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


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


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


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

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