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imagineNATION Alliance gets you closer to your consumers and market through insightful research. We deliver marketing strategies that build strong, well-defined brands and assist you in putting those strategies into action.
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Rich insights and data, the bedrock of any marketing strategy
I don't want to age myself and reminisce about the good old days, but...if I think back to the start of my career as a brand manager at Reckitt Benkeisser or Colgate Palmolive, it was marketing at its most pure. As brand managers, we were responsible for the P and L of our brands and this included, for example, picking fragrances for soaps to make the product both margin-rich and at the same time laden with consumer appeal, so that it not only flew off the shelf but flew off the shelf profitably. Brand managers were responsible for the value proposition in its entirety and we led the business teams and new business development initiatives. 30 Jan 2023 Read more

Why online is now an essential part of retailers' offline strategies
In the past, a retailer's online strategy consisted largely of a website, possibly with some e-commerce functionality. It was the next frontier in the digital space and everyone who was anyone in the retail world had one. 24 Oct 2022 Read more

#BizTrends2022: CX, disloyalty and lessons from the ice-cream shop
It is a bold person these days who attempts to see into the future. If the last two years have taught us anything, it is probably that predicting trends in retail or elsewhere is an extreme sport. 14 Jan 2022 Read more

#EcommerceDay2021: Are retailers scoring an own goal in online shopping?
Online retail is estimated to still be only about 2% of total retail sales in South Africa vs 16% elsewhere in the globe. This is despite having been given a proverbial shot in the arm by coronavirus and lockdown. 9 Mar 2021 Read more

Pandemic 'jet fuel' for online retail
Significant changes to consumers' shopping behaviour as brands step up 29 Jan 2021 Read more

The pandemic that stole Christmas
A review of 2020 and what it holds for our festive season and 2021 14 Dec 2020 Read more

Black Friday done, all eyes now turn to Christmas
The rhythms of the retail calendar were as predictable as the tides, that is until South Africa caught the Black Friday bug, which has been growing every year as a key retail shopping occasion. In 2019, an estimated R6bn was spent over Black Friday in South Africa. But that was last week and now it is early December and retailers shift into an even higher gear, trying to get their share of the biggest shopping season after a long and very trying year. 7 Dec 2020 Read more

Never waste a good crisis!
The Covid-19 global pandemic is the absolute definition of something that is outside of all of our controls. Whilst we cannot change what is happening, we can decide how to respond to it. This is true for us as individuals, as a country and even as a planet. As a small business owner and marketer, I'm interested in the decisions and actions that brands and businesses are taking during this time especially since it feels as if the way we think, live, work, shop, as well as the way we go about our everyday lives, might shift even after the virus is under control. 20 Apr 2020 Read more

The R34bn opportunity cost of online CX
The 2019 South African digital customer experience report 23 Oct 2019 Read more

E-tailers, fix your glitches before the festive shopping frenzy
A new research report warns of the importance for online retailers to fix technical glitches like slow site speed and payment errors well before Black Friday and the festive season really hits. 17 Oct 2019 Read more

SA brands missing out on R34bn in e-commerce revenue
By 2021, over 20-million South Africans will shop online. This is one-third of the country's population. Yet, while the commercial opportunity is obvious - currently e-commerce accounts for R14-billion of the total retail pie, or 1,4% - local brands aren't taking full advantage. 23 Sep 2019 Read more

Uncovering actionable insights amidst chronic information overload
(also, why skilled researchers are more important now than ever before!) 7 Mar 2017 Read more

imagineNATION Alliance stays true to Ballantine's
This year you're going to see something on your TV screens that you haven't seen before. No, not season two of Stranger Things or season seven of GOT, you'll have to wait till next year for those. We're talking about a hot new campaign for Ballantine's, one of the fastest-growing whisky brands in South Africa. 7 Sep 2016 Read more

ovatoyou's mobile research app takes a snapshot of life as a blogger
In an effort to better understand South African bloggers, ovatoyou - an intuitive mobile app that captures insight via photo or text - recently ran a dipstick survey to find out more about their personal likes and dislikes, blogging habits, as well as to find out how brands and marketers can work (better) with them. 10 Jun 2014 Read more

Deep consumer insight is the real competitive edge for your businesses and your brand
Of course we all know this, it is Marketing 101, but a look at this year's Cannes reel made me think of precisely why we can never lose sight of this as marketers. Understanding our consumer is key not only to the way that we construct our offer, but also to the way we communicate this offer in the market. But what is the insight we are after? We all know consumers are notoriously bad at picking packaging or choosing a logo so how do we ensure that they are at the heart of our business and that we do get that competitive edge? 24 Oct 2012 Read more

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