In the film 'Field of Dreams' an out-of-luck farmer played by Kevin Costner sees a vision for a baseball field in his cornfield. He builds the baseball field from his vision spurred by the voice telling him that if he builds it, 'they' will come. Before long, dead baseball players take to the field and Mr Costner’s character wins all his detractors to his vision. The same adage applied to business hasn’t seen such a happy ending and has proved to be one of the biggest marketing fallacies of all time.
If you’re running a local retail or services business, you will know about the importance of local search. Consumers often search the web for products or services near them when they’re close to making a purchase, and you need to be there to close the deal.
From Absa to the SABC and this week, John Deere SSA’s rebranding - we often see the need for and impact of established brands choosing to differentiate themselves with a new brand name, visual identity, positioning and vision. Whether it’s to escape the past, or to catapult a brand into the future, creating a corporate image that attracts and connects with your customer, is key. But how do you know whether you need a rebrand?
Today’s consumers are more informed than ever about their purchasing decisions. They are constantly connected, constantly searching for information, constantly sharing their brand experiences on social media and constantly demanding that their needs are instantly gratified.
Often considered a buzzword, big data can be described as the vast volume of structured and unstructured data which floods business daily. However, it is not the size of the data collection that counts, but rather what you choose to do with it that counts.
It would be a mistake to distinguish a traveller as having separate personal and corporate travel profiles when digitisation has ensured that the travel expectations and decision-making, whether travelling for business or pleasure, are largely one and the same.
There are several factors today that can cause serious reputational damage to brands, these range from social media to fake news to cyberattacks. As such companies must have measures in place to minimise the possibility of reputational damage. Brand consistency, which is critical to establishing trust, can provide a layer of brand security for both organisations and their customers.
YouTube dominates the free online video segment in South Africa, with nearly nine out of 10 connected, urban consumers regularly accessing free video on YouTube and just under half watching YouTube videos every day. Faster, cheaper connectivity is transforming the viewing ecosystem by giving consumers new options such as video streaming and paid video downloads.