The art of rebranding – when to rebrand?
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?
Intelligent Enterprises make the Experience Economy click with consumers
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.
Peel away the layers of big data for richer insights
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.
Connected consumers are connected travellers
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.
Brand consistency aids in brand security
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.
Experience trumps channel
Brands need to show up in relevant environments with tailored offerings and a seamless purchasing journey.
A multi-layered video ecosystem is taking shape
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.
The commandments of social entrepreneurship
The emergence of social enterprises on to the business landscape of the South African economy is often a point of contention due to the seemingly conflicting driving factors of philanthropy versus profit.
Social media influencers and brand owners beware!
The rules are about to change... or the majority of brand owners, social media advertising is a must-have. Not only is this platform one of the most cost-effective ways of brand promotion, it also, almost instantaneously, reaches a large, targeted consumer base.
Can broadcast media disrupt traditional buying structures to accommodate startups?
What do you get when you put five media owners, five startups/e-commerce businesses and a growth marketing partner in a room? A very heated and passionate debate about the merit of including radio and TV in your media plan and how to make this possible.
