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Matt Rose's profile on Bizcommunity

Matt Rose, avid trend watcher passionate about SA's people, is a strategic planner at Base2 Digital Johannesburg (WPP) , specializing in market research, shopper marketing, behavioral psychology. He brings a grounded, often controversial approach to uncovering consumer insights. Honours include 2010 Loeries finalist (Digital) and 2011 Cannes Lions shortlisting (Digital). Email , follow him on @mlwrose Twitter, connect LinkedIn.
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Matt Rose
Just found out that SA has one of the highest mobile call rates in the world! What are we as consumers doing about this? What could we do?
Posted 1 year ago | Like
Matt Rose commented on Abnormal (brand) psychology 101
Hi Seleso,

I hear your concern but i feel its all about what the target audience resonates with, and aligning brands favorably in the mind of the consumer. If they are at life stages that are 'insecure', 'pious' or 'aggressive' then our marketing communications will be most effective when we reflect those feelings.. "Redflags" need not be labeled as 'wrong' and often need not immediately be addressed at all. Sometimes we want to dwell on interesting/scary/emotional feelings and issues. (Hence the immense popularity of the horror genre and tear jerking films.) We are all human and our identities are a mash-up of positive AND negative feelings . Marketing is about communicating in ways the consumer can identify with, even if it isn't always our own personal preference. Anyway, Thank you for reading and commenting :)
Posted 1 year ago | Like
Abnormal (brand) psychology 101

[Matt Rose] Internationally, Skittles are positioned as self-centered and psychotic. Diesel's latest tagline is "be stupid'. AnimalPak supplements reek of obsession and loneliness, and Bentley embraces its position as supremely arrogant. These ideas are appealing for the same reasons that The Joker is arguably more intriguing than Batman and why Lex Luther is more resourceful and imaginative than Clark Kent.

Posted 1 year ago | Like (3)
Matt Rose commented on The digital self: what living online means for identity and relationships
Our online identities are to creations and polished embellishments.We carefully prune and manicure our Personal brands, Facebook/twitter have become the magic mirrors of our self-publicizing and narcissistic era.The experience gives users the impression of being on stage, performing in front of an audience who applaud their every gesture and witticism.The more faithfully the virtual mirror reflects us– or how we would like to be–the more we become intoxicated with our reflection. Thank you for the article Sarah. very thought provoking. M
Posted 1 year ago | Like
Matt Rose commented on Some digital lessons from Ard Matthews
Well done to Ard for using the power of online media to help turn the tide on his blunder. He took the time to show that his heart really is in the right place and people are respecting him for 'owning it'. Shame on Russ Dumisani! lol. but there is definitely is a big lesson for brands here especially from a PR perspective. Nice article, thanks!
Posted 1 year ago | Like
HTML5: five things for marketers to consider

[Matt Rose] HTML5 is the latest platform for web development and will make surfing the net much more interactive and media-rich (especially though mobile browsers). This means that, at a fundamental level, it will change the way we consume content and thus as marketers we should start thinking about the practical implications of this.

Posted 1 year ago | Like (1)
Matt Rose commented on Check drug information online through new app
Awesome work team!
Posted 1 year ago | Like
Matt Rose commented on Retailing faces a new reality... are shops, shoppers ready?
Thanks for the article. I love getting a peek into the future. Got me thinking though. As peoples online identities become more and more personal and practical in everyday life (like grocery shopping). I could easily imagine a situation whereby people have to RICA their avatars!? hello "Orwellian" marketing.
Posted 1 year ago | Like
Matt Rose commented on Cape Town residents participate in 'Name Your Hood'
Cool! can we bring this to JHB please?! :)
Posted 1 year ago | Like
Matt Rose commented on Perils of online discounting culture for brands, business
Hi Mike, great article. You have articulated pretty well why i always had a queezy feeling in the back of my mind as a strategic marketer whenever coupon buzz was discussed enthusiastically in meetings. Yes, there are appropriate times for coupons but they should not be seen as a sustainable strategy for brands. Especially brands that don't want to wind up in a price war that becomes a race to the bottom! thanks! :)
Posted 1 year ago | Like

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