“Branding needs to be less about broadcasting (one-way communication of adverts, jingles, billboards, packaging) and more about conversation (two-way communication with the people that use the brand).”– Nicholas Runnalls
These words come from an article that appeared in last year’s edition “But Can Your Brand Hold a Conversation?” Direct marketing has always sought to have [...]
Written on June 27, 2007 | Posted in
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In an increasingly competitive global marketplace, many companies are challenged to achieve expeditious growth. With stockholders demanding swift returns on their investment, many aggressive management teams bypass the long, slow path to growth and instead buy a smaller business that already has achieved success in their shared industry.
And, while numerous practical and fiscal benefits are [...]
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Ever wondered why some organisations just seem more energised than others, and some brands seem to ooze energy whilst their competitors remain in a rut?
For years marketers have ignored the role which emotions play in shaping corporate behaviour, and the effect of this behaviour on brands. This article explores the role which internal organisational energy [...]
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Children influence almost 80 percent of parents’ brand purchasing decisions. Fifty-eight percent of children across the globe claim they tell their parents what to buy.
When it comes to buying high priced items, children’s opinions carry a lot of clout. Sixty-seven percent of parents across the globe buy new cars on advice given by children, who [...]
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South African consumers will, in the not too distant future, be confronted with how brand managers choose to use new mediums.
There is a scene in Steven Spielberg’s movie Minority Report, set in the year 2054, when the lead character walks past billboards that recognize him through retinal scans and call out personalized advertising messages. [...]
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The science of our discipline appears to be rendering our brands impotent and all this at a time when brands need to truly differentiate themselves.
The Snark is Lewis Carroll’s elusive fictional animal that was constantly hunted and never found. This appears to be our current marketing model conundrum. We could be hunting something that [...]
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Octagon’s global Passion Drivers™ study reveals what makes football fans tick thus providing the industry with quantifiable data to truly harness the power of football sponsorship as a vehicle through which to enhance brand value.
It is commonly known that football is the world’s most popular sport with a highly passionate global fan base of billions. [...]
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The best organisations never forget the important role that employees at the coalface of customer interaction play in shaping their brands.
The difference between an average brand and a great one is that the great brand will not only capture your imagination with its communications, but also deliver on the dream when you walk into the [...]
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Your brand strategy should flow directly from your business strategy, the two are integral, just as one cannot separate the functional side of a business from the emotional.
Conventional ways of measuring brand success have traditionally been fragmented. Brands operate in communities, yet community thinking is still not represented in current brand measurement approaches. Branding Equilibrium, [...]
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Your people are your brand and your brand your competitive advantage.
Whether or not they headlined punters’ lists at the local bookies, Germany had a distinct advantage over all other teams in this year’s Soccer World Cup that shouldn’t be underestimated. It’s no secret that, statistically, teams who play on home turf win more games [...]
Written on June 27, 2007 | Posted in
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