So much more than a brand - 25 Jul 2016

Focusing on the customer, Nick Paul looks at customer engagement from a social media perspective, based on a recent report from Unmetric. One of the most notable trends is that supermarkets generate by far the most negative sentiment. Nick suggests three key areas brands can focus on to make up for their shortfall on social media marketing. Johan Botha goes further to simplify the complex customer experience ecosystem using Leatherman as a case study. He explains how Leatherman is so much more than a brand of multi-tools and knives and that its legacy of making its clients happy and enabling them to be the superhero of everyday problems is really what creates brand loyalty.

I interview Tracy Lynn Chemaly on the upcoming Business of Design conference taking place in Johannesburg and Cape Town next month. The event is not only catered for design professionals, but everyone from retailers and trend analysts to marketing and brand executives, and other industry entrepreneurs. Cari Van Wyk, on the other hand, speaks to Lindie Stroebel about the PMS Fresh Connections event and why its specially designed for South Africa's fresh produce sector. Go to each article for special offers.

As #MandelaMonth draws to a close, I chat to Simon Bowes about Groupon's charity initiatives and how the global e-commerce marketplace is harnessing the power of group buying to do good. If you weren't able to make a contribution this Mandela Day, Groupon's donation deal will remain open until the end of the month, and if you purchase and share your deal on social media, you stand the chance to win R2,000 for a charity of your choice. Click here if you're keen to get involved.