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Lifestyle Marketing – Separating the Good from the Great

5 February 2020
Categories: General

Estimated Reading Time: 4 Minutes Gone are the days when a catchy ad was enough to keep consumers interested. Using the free online resources available, anyone can create a stunning ad these days. This means that there’s a lot of noise out there and simply having a catchy brand name, logo, and a list of basic marketing personas is no longer enough to keep consumers interested – they want more. The good news is that there is a popular marketing technique designed to do that and much more. It’s called Lifestyle Marketing, and this is how it works. Whereas…

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Winning in the game of sports sponsorship

4 December 2019
Categories: General

With the Cricket World Cup, Afcon, Netball World Cup and now the Rugby World Cup taking place, Michael Bratt explores this valuable marketing option, and the intricacies involved in it. This year has been a bumper time for major sporting competitions; with the Cricket World Cup, the Women’s Soccer World Cup, the African Cup of Nations, and now the Rugby World Cup all taking place. Each has not only attracted sports fans in droves, but also brands looking to take advantage of marketing opportunities. Just like sports broadcast rights, sports sponsorship is a lucrative industry in South Africa, worth…

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Big things often have small beginnings

3 September 2019
Categories: General

The role of social media in content marketing By Wendy Monkley CEO Digital Content Lab Attention with a Capital ‘A’ is what every marketer wants for their brand, especially online. But what makes people follow or unfollow a brand? Much research has been done in this area. Time and time again we are told what we probably already knew – that people follow brands that are interesting and entertaining. The term interesting not only refers to the products and services that are on offer or their relevant promotions and discounts, but also the content associated with that brand. This…

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Understanding Strategic Brand Management

10 May 2019
Categories: General

Brand terminology and marketing jargon baffles even the most seasoned marketers. In today’s post we attempt to clarify commonly confused terms like branding, marketing and marketing communications. What is Marketing? If you are confused by ‘what marketing is?’ it’s because marketers often define what they do differently. The definition that makes the most sense to us is that of Dr. Philip Kotler, who defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the…

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Why ‘millennial’ is not the buzz word of 2019

26 April 2019
Categories: General

Market research is an ongoing process. However, it is only useful and valuable if relevant. There are hundreds of articles about Gen X, Gen Y and Gen Z but they don’t quite hit the nail on the head. We set out to explore what Joe Public refers to as ‘generation fluid’. Gain new insight into South Africa’s youth segment and gauge if your brand is staying relatable. Avoid familiar – it may not be relevant Gen Z might be a familiar term for marketers and a key point when doing market research but familiar does not mean relevant. Gen Z,…

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The brand of YOU!

9 March 2019
Categories: General

The brand of YOU! There are many books published on the subject of personal branding. These range from “You are a Brand” by Catherine Kaputa to “Can I wear my nose ring to the Interview?” by Ellen Gordon Reeves. What all these books have in common is the importance of creating an image for yourself from who you are, rather than from what you do. We went on a journey to discover the key insights on this topic so that we can share them with you. So here is a synopsis of what…

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