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Sarah Britten's profile on Bizcommunity

Sarah Britten is a freelance strategist and writer based in Johannesburg. Having worked on brands from Standard Bank, Wimpy and Kulula to MTN and SARS, she now focuses on social media and content strategy. She paints with lipstick (seriously) and once wrote a PhD thesis on the Castle Lager ads. Follow Sarah on Twitter (@Anatinus) and read her blogs at www.nicolandsecond.com and www.thoughtleader.co.za/sarahbritten.
All | Articles | Comments | Profile
The eternal skaam of the yellow bracelet

[Sarah Britten] Whenever I'm having a bad day, I remind myself of this: at least I'm not one of those people who used to wear a yellow Livestrong bracelet. Or worse, one of those diehards who still wear them (earlier today, while having lunch in a coffee shop in a Sandton shopping centre, I spotted a man wearing one. He was wearing a checked shirt and chinos, so he wasn't being an ironic hipster).

Posted 4 months ago | Like
Focusing on the holes, not the drill: the power of collaborative consumption

[Sarah Britten] Do you have a power drill at home? How often do you use it? If it's anything like the average power drill, it will be used for 12 to 13 minutes in its entire lifetime.

Posted 6 months ago | Like
Hendie Grobbelaar commented on The ANC's Loerie-winning integrated PR campaign
Brilliant "report" on this issue Sarah! And who says there is such a thing as bad publicity!
Posted 7 months ago | Like
The ANC's Loerie-winning integrated PR campaign

[Sarah Britten] The following case study will demonstrate how ANC used a compelling consumer insight and combined it with innovative execution to drive home the relevance of the brand message.

Posted 11 months ago | Like (12)
Yes, you can timesheet the fuzball

[Sarah Britten] "Great ideas don't keep office hours," as the ad for Standard Corporate and Merchant Bank used to say. It flighted at around the time I arrived at Hunts some time in the Precambrian, but the insight is just as valid today. Great ideas really don't keep office hours, which causes havoc with timesheets.

Posted 1 year ago | Like (3)
Refugees from common sense: Helen Zille, DA's five marketing mistakes

[Sarah Britten] If Helen Zille is so marketing savvy, why is she making so many glaring tactical errors? The "refugee" tweet debacle is just the latest example. The DA's communications strategy team must surely be aware of where it's going wrong, but if it isn't, here are a few pointers.

Posted 1 year ago | Like (2)
Building brands, driving sales - and doing good

[Sarah Britten] Do you have a favourite example of how marketing can have a positive impact on the world? I never hesitate when I'm asked that question: the Outsurance pointspeople. Social good meets brand awareness and affinity: it's a win-win situation.

Posted 1 year ago | Like (1)
Sarah Britten commented on Andrew Human's Loeries resignation not 'unexpected' - Andy Rice
But Walter, to draw an inference from something Steve Jobs said, surely the conviction that people will actively be looking for information assumes that they know what they want? A lot of the time they don't. And even if they do, it's getting harder and harder to wade through the sheer volume of what's out there. The interruption approach definitely still works with me. There's also good evidence that more effective campaigns are those that have won awards (cf Campaign report, and the Loeries/ Apex correlation).
Posted 1 year ago | Like

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