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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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 09:01

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 14:11

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 13:05

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 13:11

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 13:05

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 14:54

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 13:35

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

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

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

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

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

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

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

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

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

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

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

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

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

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