Have South African marketers assumed that local brands are automatically more relevant to South African consumers than global brands are?
Al Mackay 25 Jun 2014
Building powerful brands is like investing in the stock market - you need to anticipate and respond to important shifts in context, but you also can't panic with every market fluctuation. It is important to distinguish between fads and game-changers, to get the fundamentals right, and to hold a long-term view.
I recently read an article in Harvard Business Review that I found fascinating. It's on diaspora marketing; how emerging market brands can go global by targeting their diasporas in the West.
Al Mackay 28 Nov 2013
Leading organisations centre everything they do on consumer insight. Most marketers understand the importance of real, deep, intuitive insight into their markets - it helps them create messaging that resonates and produce products and services that meet functional, emotional and social needs.
Al Mackay 4 Sep 2013