Tag: brand equity

Foot traffic in traditional malls has declined significantly in recent years. According to the South African Council of Shopping Centres, centres that rely solely on retail have seen slower recovery post-COVID, while mixed-use destinations have rebounded faster.

Measuring attribution has been a long-term challenge for the media industry across the ecosystem, both online and offline. Relying on simple attribution models that often overestimate the impact of direct response ads – such as those that include call-to-actions like "click here" or "buy now"– ignore the myriad influences on the consumer journey.

Strategy is layered with great complexity, yet it needs to communicate the plan of action in the simplest form possible to drive the profitability of the brand or business. The world is full of great examples when it comes to strategy.

KIA Corporation claimed a Guinness World Record in early 2021, and it had nothing to do with cars. The 303 drones used to etch the carmaker’s new logo (a movement from the classic red logo in a circle to a clean, crisp, and progressive monochrome logo) in Seoul’s night sky were loaded with fireworks. Once ignited, the drones made KIA the unlikely holder of the record for the ‘most unmanned aerial vehicles launching fireworks simultaneously’.

During this time of uncertainty, consumers are looking to brands because they are intrinsic to every sphere of a consumer’s life. With this life-changing event being faced globally, many economies are suffering a downturn, which has a ripple effect on consumer spend and, therefore, on brands.