Home Tags Brand
With the public influence of online as an atomic conduit of marketing, Word of Mouth Marketing (WOMM) is no longer reserved for the offline arena. Digital integration has made online an adrenalised distribution channel that bullet-trains references, commodities, recommendations and reviews through communities and economies.
Many leading brands find that the operational transformation journey is more challenging, costly, and resource-demanding than expected. Organisations must unify their people, processes, and technology around the common goal of digital excellence to succeed. This is true whether your organisation is made up of multiple entities or functions as a universe of channels reaching out to customers in new and expanding markets.
Trade mark protection does not end at registration, and trade mark enforcement does not need to involve lengthy litigation or extensive legal fees for brand owners. Having a good trade mark enforcement strategy is essential in ensuring that a brand owner’s trade mark not only remains proprietary to them, but that it also does not become vulnerable to genericism.
Sometimes things do go wrong - this is a reality of business and life. How one responds to an issue or how one resolves an embarrassment, determines how your business and personal reputation is scarred or strengthened in a time of crisis.
Read our exclusive cover story titled REPUTATION CRISIS! | HOW TO TURN YOUR MISFORTUNE INTO OPPORTUNITY by Willem S Eksteen, Chief Executive, Stone, as well a host of other topical management articles written by professionals, consultants and academics in the October/November 2020 edition of BusinessBrief.
COVID-19 has brought about the notion of people working together for the greater good, rather than a world where people exist for their own survival. Humanity has been tasked with looking out for one other because what we do now has a ripple effect on others. In saying this, brands also have the responsibility to consider more than just their businesses but also their communities, cities, people and every element that they directly and indirectly impact.
In 1994, I wrote an article in which I stated that ‘the ‘eggshell issues’ of racial discrimination, bias, prejudice and stereotyping, until now far too sensitive to discuss openly, needed to become the subject of continuous debate at all levels of the organisation.’
The photo of Julius Malema outside a Click’s store, Monday went viral for all the wrong reasons. Sporting a magnificent pair of Prada loafers, Malema joined the protest that had been called for by his party. It would unlikely have been the image that he would have chosen to represent the Eff’s image, given that it will set you back no less than R6,000, for both the left and right shoes.