In 2017, I helped launch two FMCG brands, taking their products from concept to shelf. The challenge was to find innovative ways to get the product in front of the target market, whilst keeping costs low. As marketers, we’ve all experienced navigating a marketing budget that squeezes your Rolls-Royce dreams, into a Volkswagen reality. Perhaps you’re …
When did you last watch a TV ad? I’ve been asking around and most people need to really think, before they can answer. When asked to name 3 ads they’d seen in the last month, a few mumbled about insurance and that was it. And who can blame consumers? With Netflix, PVR and smart phone …
Movements, that’s what millennials care about, right? Brands know this and splash their chosen crusades across their sites, reports and even product packaging. Greenwashing and sustainability-washing are passé and we’re now in the era of movement-washing. This is when a brand spends a lot of time and money hitching themselves to a particular movement, but on …
One of the explosive, marketing trends in 2017 is the influencer. Essentially, influencer marketing is leveraging the influence of specific social media users to gain coveted access to niche communities, create meaningful conversations and achieve targeted reach and exposure for your brand. However, it can prove challenging. Marketers struggle to integrate influencers into their marketing …
This statue of a fearless girl appeared on Wall Street on the eve of International Women’s Day. The statue is designed to draw attention to the fact that companies who place females in positions of leadership, perform better financially.
I used Kapferer’s Brand Prism for a brand identity project and discovered that it is a useful framework to shape the perception and image of a brand. The idea is that the prism will help you define and visualise what the brand symbolises to the user and what it represents and reflects to a non-user. …