We are likely to see the emergence of more ‘feminine’ brands The corporate world is a masculine one. It’s tough, aggressive and cutthroat. The participants are confrontational, competitive and single-mindedly focused on winning. It’s a war, it’s just fought in boardrooms and the soldiers wear suits. Except that some of them are starting to wear […]
Brands are built by making a simple promise and delivering it at every point in the customer relationship. Brands help us to simplify our choices and assert who we are. If we get this right our stakeholders will trust us … or so the general school of marketing believes. But now we are seeing that […]
How many marketers are still under the impression that sponsorship is about finding money for ‘some sort of event’ and plastering their brand all over it? Hopefully very few. Today it is about finding sponsorship properties that meet the business objectives of a brand, about end-to-end engagement from rights negotiation to programme management, ‘on the […]
Dubai has positioned itself superbly on the world stage since the late 1990s as one of the most attractive destinations for investment, most notably for people and capital. The remarkable inflow of these two resources is relentless and appears to be escalating. Tourists are flowing into an ever-increasing number of attractions such as malls, hotels […]
Effective advertising is only possible if there is a one-to-one conversation with the consumer. Imagine walking into a supermarket to buy detergent and all that is on display is a huge bin with the word DETERGENT painted on the side. You bring your own container and the shop assistant weighs the amount you want, seals […]
Brands don’t belong in the marketing department. We thrash marketing for not understanding the business of business and that it lacks the respect of the Board. We typically remark that it has lost its lustre with regard to customer relationship programmes and the ability to brief in communications which build a brand. While we do […]
The Sunday Times Generation Next Brand Survey 2006, conducted among South Africa’s urban tweens, teens and young adults during the first quarter of 2006, is the largest youth brand preference study ever conducted in South Africa and has yielded incredible insights into this elusive market segment. Please note: This article has been edited for length. […]
Affinity Publishing In Brands We Trust True? False? Wishful thinking? Some of our leading brand practitioners offer their very diverse opinions in pithy, quotable quotes contributed to Brands & Branding 2007. Some are longer, but for brevity Kees Schilperoort leads with – In Brands We Trust and trust is a must, for brand that lie, […]
A recent billboard ban in São Paulo has created emotional debate and frustration, especially among those with professional interests in maintaining outdoor advertising in this seething metropolis of 11 million people. The ban was implemented after a voting margin of 45 to 1 was recorded. The largest, most populated city in South America has gone […]
We are still in the trend forecasting season with The Wall Street Journal offering these trends as ones likely to gather pace in 2007. The newspaper introduces the list with the following observation: “With consumers flocking to emerging venues such as Web-based video and video on demand, advertisers are scrambling to keep pace. They are […]
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