Tag: Eclipse Communications

Proper online reputation management is a must in today’s ever-evolving digital world and you can very easily make or break your brand in cyberspace. It’s been about 16 years since “Google” was added as a verb to the Oxford English dictionary. It was a significant addition to the lexicon, describing an activity that has come to define what’s now become the most basic method of verifying individuals, brands and organisations.

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.

2020 has been a watershed year for many brands, forcing them to embrace the power of pivoting and quick adaptation. Not doing so was a risk not worth taking. While it presented challenges, 2020 shaped and solidified new forms of communication that brands must be cognisant of, leading into 2021.

South African brands have experienced several marketing blunders over the years, with the recent haircare brand catastrophe gaining considerable international attention on the back of consumer uproar and political party protests.

The world has changed. While some aspects of life will return to its former state before COVID-19, much will not be the same again. Brands and agencies alike need to think differently and design communications strategies that now factor in the use of digital, purpose-led campaigns, and in-home consumption vs out-of-home consumption, in essence the rebirth of creativity in a post-pandemic world.