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Marthinus Van Loggerenberg

Senior Strategic Planner at FCB Cape Town
Location:South Africa


Marthinus van Loggerenberg is the Senior Strategic Planner at FCB Cape Town. He obtained an MBA Cum Laude at the University of Stellenbosch Business School and is in the final phase of his PhD on brand strategy. He is also a published academic and writer. Prior employers include Musica and the Vega School of Brand Leadership, among others. He specialises in brand narrative, branded entertainment, word-of-mouth marketing, trend forecasting and leadership development.
Authentic narrative for resonant branded entertainment

Branded entertainment, a particular offshoot of content marketing, can be defined as a communication effort that employs a compelling authentic narrative to achieve brand resonance...

By Marthinus Van Loggerenberg 5 May 2017

Building multinational brands in Africa: a business perspective

A strong complement of global brands yearn for a juicy piece of the African pie. Nigeria, Ghana, Kenya, Ethiopia, Zambia and the DRC are feverously pursued based on their lucrative economic growth...

By Marthinus Van Loggerenberg, Issued by FCB Joburg 3 May 2016

Hello Africa! Tell me how you're doin'!

Many multinational brands approach Africa with a near-desperate bright-eyed eagerness, trying to get to grips with her intricate market dynamics...

By Marthinus Van Loggerenberg 18 Jan 2016

The truth behind 'the human truth' when extending brand identity

"We need to be understood. We want to belong. We long to feel special. We crave more control over our lives. We dream of reaching our potential"...

By Marthinus Van Loggerenberg 22 May 2015

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