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Managing your brand’s identity
Managing your brand’s identity
Communication is often an understated factor in marketing. However, it is one that if not managed or monitored, can sway the perception of your brand to be something it is not. The power of branding is that it is about building a personal relationship with your customers. Therefore the tone in which you communicate to build this relationship is crucial.
23 May 2013
The power of brand slogans
The power of brand slogans
In marketing, language is an important tool, and when it is used in a strategic manner it can have a meaning that shapes ideas and sticks in your memory. This can, in turn, create a meaning that can be so powerful that it can capture an audience for a lifetime.
16 May 2013
Designing the perfect brand logo
Designing the perfect brand logo
The creation of a brand logo is a delicate process that should never be approached casually. As much as it may appear easy, this is far from true. It involves strategy, consumer insight and a keen understanding of your market. The logo also sets the tone for your brand and everything that follows.
09 May 2013
Choosing the right name for your brand
Choosing the right name for your brand
When considering starting up a business, the most important thing is defining and perfecting the product or service that you will be delivering. Thereafter, there are five aspects regarding the branding and identity of your company that needs careful consideration. Today we focus on the first one - choosing the right brand name.
02 May 2013
Email Marketing: Getting it right first time
Email Marketing: Getting it right first time
Email marketing has a bad reputation, a fact which can be attributed to its misuse. However, there are ways to utilise email marketing so that it doesn’t make your customers feel as though they have been ‘spammed’.
25 Apr 2013
Do’s and don’ts of online advertising
Do’s and don’ts of online advertising
Since the inception of the Internet, companies have been scrambling to get their brands advertised on any and every website, often with no concern for how the advertising was being done. Not much has changed since then, with many companies still subjecting internet users to ads that are, at best, downright annoying.
18 Apr 2013
Vehicle Branding: Making the most of an overlooked platform
Vehicle Branding: Making the most of an overlooked platform
Vehicle branding is possibly one of the most underrated forms of advertising around with many companies underestimate the power that it can have. According to the American Transportation Advertising Council, advertising on a vehicle can create approximately 30 000 to 70 000 impressions a day?
11 Apr 2013
Social Media advertising: Get it right
Social Media advertising: Get it right
How often do you come across advertising which is badly placed or downright annoying? While some might not be too bothered, others most definitely are which shows that advertising has the capacity to do more harm than good. This week, we focus on social media advertising, which can cause harm if done wrong.
04 Apr 2013
Making the most of your email marketing efforts
Making the most of your email marketing efforts
As Brian Clark, founder of Copyblogger rightly points out, we are all too familiar with email newsletters that are a waste of time and spam. Instead, what works is a “value exchange – your valuable information for your prospect’s valued time”.
28 Mar 2013
Starting out in mobile advertising?
Starting out in mobile advertising?
A few short years ago, the idea of mobile advertising was scoffed at. Like advertising online, companies were hesitant to invest any type of budget, thinking it would be a waste. However, everything has changed. Today, mobile advertising itself has become an important avenue for reaching one’s target market.
14 Mar 2013
2013: Social media marketing tips for the year ahead
2013: Social media marketing tips for the year ahead
Social media marketing is incredibly difficult to get right. As Nilofer Merchant writes on Harvard Business Review, while brands are spending a great deal of time and energy investing in platforms to get likes or pluses, they’re and not really being social at all.
07 Mar 2013
Expected trends for mobile marketing in 2013
Expected trends for mobile marketing in 2013
Mobile marketing can be defined as “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device," says marketing professor, Andreas Kaplan. It also applies to a means of marketing communication and advertising on mobile devices.
28 Feb 2013
Should Word of Mouth marketing be embraced?
Should Word of Mouth marketing be embraced?
Many may wonder if word of mouth marketing is an effectively used marketing strategy today. The short answer is yes, it is. In fact, it takes place every day in general conversations. The question then should be about whether businesses still use it purposefully, or whether they’ve geared towards a different approach.
21 Feb 2013
Using celebrities in your marketing strategy
Using celebrities in your marketing strategy
Celebrity endorsements have become a common marketing strategy throughout the world. What better way to market a brand than to have a respected celebrity as its face. However, as is the case with all marketing strategies, things are not always that simple.
14 Feb 2013
In-house products: which retailers are getting it right? (part 3)
In-house products: which retailers are getting it right? (part 3)
Following on from the previous two features which focused on the sales performance and quality of in-house products, we will wrap up our three part series by looking at which retailers’ in-house products are succeeding and which need to go back to the drawing board.
07 Feb 2013
In-house products: Can they be trusted? (part 2)
In-house products: Can they be trusted? (part 2)
With retailers boasting record-sales of their in-house brands, it seems as though these no-name brand products have finally shaken off their ‘low price, low quality’ stigma. However, the question remains – are price-sensitive consumers buying in-house purely because of the recent economic down-turn, or do the products actually match up to their branded counterparts in quality?
31 Jan 2013
In-house products: Are consumers daring to buy them? (part 1)
In-house products: Are consumers daring to buy them? (part 1)
South African retailers have been pouring more resources into their no-name (also known as private label or in-house) brands, than ever before. The question is: have in-house brands finally achieved pride of place on grocery-store shelves? If consumer behavior and industry research is anything to go by, then yes they have.
24 Jan 2013
Digital: How does SA go about producing world class work?
Digital: How does SA go about producing world class work?
As the year draws to an end, it’s common to look back on what has been. One subject that has been in the news regularly is the debate over the quality of digital advertising in South Africa. Digital has certainly taken a step up locally with a number of innovative and unique campaigns. However, the question still needs to be asked: is it world class?
13 Dec 2012
Finding the boundaries of digital
Finding the boundaries of digital
Boundaries, restrictions, limits. For any creative, these are words that you don’t want to hear. When it comes to the world of advertising, these words can be translated into budgets, client decisions or even imagination. But that’s if we’re talking about your traditional media. What about the boundaries of digital?
06 Dec 2012
Out of Home Advertising: Here to stay or on its way out?
Out of Home Advertising: Here to stay or on its way out?
Out of home advertising (OOH) is one of the oldest forms of advertising. Even with the growing popularity of broadcast and online advertising, OOH seems to be thriving. But will this rather archaic form of advertising withstand the test of time?
29 Nov 2012

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