Tag: brand identity

Colour is deeply embedded in our national identity. It symbolises inclusion, resilience and the power of difference. South Africa is proudly known as the rainbow nation, reflecting its rich diversity, cultural vibrancy and spirit of unity. This identity appreciates that different colours and combinations carry unique meanings for different people.

In the world of advertising, strategy is often overlooked because it operates behind the scenes. Yet, much like the human nervous system, it plays a critical role in ensuring everything functions smoothly. The nervous system transmits signals that enable movement, sensation and reflexes, keeping the body in sync and responsive.

The responsibility for the management of an intellectual property (IP) portfolio for any business is a daunting task. For that reason, many entities create a dedicated position within their broader legal team to oversee and safeguard their IP. Having been thrown into this role myself in my career, I have compiled a list of a few tips and tricks which may stand you in good stead on your first day on the job as in-house counsel, tasked with protecting your company’s IP.

It is no secret to everyday consumers and industry professionals that South Africa’s retail industry has faced many obstacles throughout the years. Between the rise in load shedding hours, the extended economic effects of the COVID-19 pandemic, poor infrastructure, inflation, constrained consumer spending and unemployment, SA’s retail giants have certainly had to overcome some tough challenges.

In times past, if a product or service worked, you’d pat yourself on the back and move onto the next project. But this simply doesn’t work in the digital age. Today, users want an experience. Gone are the days when creating something clever and functional could pass, if your user experience (UX) isn’t up to scratch, you can expect your product to not only become a white elephant but to receive stinging reviews too.

The prospect of expanding your business to a second location might be an enticing opportunity for growth. But it’s a decision you shouldn’t take lightly. Careful planning, critical analysis, and data-informed execution are essential to ensuring your new location’s success.

Achieving visibility and memorability in a world where people are bombarded with adverts, messages and constant distractions is challenging, but not impossible. Strategic design thinking can provide the framework that brands have been searching for - the framework that will allow them to understand their target audiences and discover how to reach them at exactly the right time, in the right place.

From a purely scientific point of view, colour is simply one aspect of an object that is created by the forms or wavelengths of light it reflects or emits. But for us humans, there is so much more to colour than a dry scientific definition. When we see a colour, it triggers a variety of chemical reactions in our brain, leading us to experience an emotional response.

Technology enabled Local Marketing Strategies (LMS) help leading franchises grow at a rate three times faster than competitors. One of the great challenges facing franchise businesses is to maintain their group brand identity while enabling LMS at branch level. Those that do, grow at a rate of about three times than that of their competitors.

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?