Take it seriously. It may seem like a game to you but to many of the inhabitants of Second Life it is anything but a game. I started at the Adidas store, but no one was there amid the perfect racks and in-store displays, I then headed over to the larger Reebok store. One person […]
Is it possible to create global communications campaigns as long as you identify motivations that apply to all people in all cultures? Are there any such motivations? Be global, act local’. This is the mantra of multi-national marketers as they seek to build global brands. But just how ‘local’ do you have to be? Is […]
The degeneration of trust is a global trend. Widespread media coverage of scandals, cover-ups and lies from politicians to religious leaders has led to a culture of suspicion amongst consumers. Consumers have lost trust in people in positions of authority and no longer naively trust brands. This has two key implications for marketers. Firstly, trust […]
Trust is like the bass control – certainly necessary, but only one part of your well-balanced brand. Discounts are the retailer drug of choice. Like most drugs, discounts give users a high at first, then they need more and more to maintain that high; meanwhile their health wastes away. This was apparent a few years […]
I’m sure every one of us has a happy story of experiencing the joy of under-promise and over-delivery. Last week, I flew with American Airlines. At least, I tried to fly with American Airlines. At the last minute, the flight was cancelled. Weather problems, they said. The next day, I returned to the airport for […]
The synergy between freestyling in the way one expresses themselves and in the way they wear Dickies jumped out at us and that’s how we stumbled across the fresh new Dickies payoff line, ‘Free your style’. Reintroducing a 30 year old, well known and predominantly black South African brand to today’s diverse youth market is […]
Your brand is not just a collection of images and design – it is a collection of experiences.This is the new branding challenge and it’s much more difficult than the way we have thought about it to date. Not that the symbolism often thought of as branding is less relevant, it is just that it […]
In the USA, 90 percent of corporate value resides in intangible assets. In the UK it is 85 percent. Having assessed most of the world’s stock markets ($31.5 trillion), Figure 1 below illustrates how the move from tangible to intangible is progressing across the world. In major companies, success is measured in terms of shareholder […]
The future for South Africa will be different, so prepare now! The construction industry in the UK is currently booming, albeit not quite as strongly as in South Africa. I recently asked one of sixty Managing Directors at their conference what accounted for his 185 percent growth in net profits. His reply? “We had a […]
Marketers have spent a lot of time and money building awareness of their brands. Arguably, they should be spending a lot more time building advocacy. What do I mean by advocacy? I mean enhancing the commitment of key stakeholders like employees and existing customers. I mean engaging people and inspiring them not only to take […]
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