Tag: BrandStrategy

Katy is a hugely successful American pop star. Her fame carried her to extraterrestrial heights and even extended briefly into outer space for an unforgettable 10 minutes and 21 seconds. Beyond her music career, she has established a suite of companies to safeguard her various commercial ventures. Killer Queen, LLC serves as the vehicle through which she protects and manages her intellectual property rights.

Kgomotso Mannya is the Chief Marketing Officer for Samsung Africa. She brings nearly 20 years of experience in leading brand and commercial strategy across beauty, technology and consumer goods. Her career trajectory reflects more than progression. It demonstrates the intentional application of African marketing leadership strategy in complex and evolving markets.

Marketing used to be built on predictability. A brand would broadcast a message, drive awareness, move audiences through consideration, trigger conversion and then hope retention follows. The funnel was neat, linear and traditional. But today, the funnel is breaking. Not because marketing stopped working, but because people changed, attention fragmented, and trust became the real currency.

2025 marked a watershed year for marketers in South Africa. Consumer behaviour shifted rapidly. Technology accelerated at a pace. As a result, brands that once relied on traditional media rhythms had to rethink strategy, storytelling, and speed. These shifts clearly illustrate how marketing changed in 2025.

We have unveiled our sixth annual What Matters report, in collaboration with in-house cultural strategy experts from Space Doctors. This year’s edition explores eight trends that illuminate how identities are being reshaped. The report also provides insights to help brands navigate a world where contradictions are the new normal. Together, these insights point to trends shaping culture and consumer expectations.