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Passionate Marketing / Brand Strategist with substantial industry experience - Thrives on building and growing successful brands...
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Rolf Akermann
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

Rolf Akermann
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

Rolf Akermann
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

Rolf Akermann
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

Rolf Akermann
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

Rolf Akermann
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

Rolf Akermann
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

Rolf Akermann
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

Rolf Akermann
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

Plea for packaging that opens
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

Rolf Akermann
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

Rolf Akermann
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

Rolf Akermann
Spot the strategy!

Is creativity clouding the issue...? When I studied at university and at IMM for a marketing manager course, etc it was always a task for students to define the target market and strategy that the brand was following of a particular campaign/commercial. At the risk of sounding like John Farquhar (whom I admire) I find creativity is clouding the issue.

By Rolf Akermann 2 Nov 2012 06:30

Rolf Akermann
Is media marketing still in the dark ages?

Is it me, or do other people also question why media focus on their content in their pay-off lines, positionings and/or slogans?

By Rolf Akermann 20 Oct 2012 08:04

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