Brand marketing’s role – not just within the industry, but in a wider societal sense – will come under the spotlight at a discussion hosted by the Brand Council of South Africa (BCSA) at the Gordon Institute of Business Science on 28 October, as part of Brand Week.
Technology in modern-day life is ubiquitous, and the challenge for brands and marketers is to keep up with trends in the field in order to optimise engagement with consumers and fit in with their increasingly connected lives.
Millennials are increasingly the target audience of marketers, and with nearly two million worldwide comprising almost 30% of the population – according to research conducted by Deloitte – it is little surprise that brands are adapting in order to meet the needs of this consumer.
The law of supply and demand has long been understood and is a recurring theme in the early chapters of most economics handbooks. There are two value equations: a supplier who sees value as a price-quantity factor or ‘what I value is to sell as many as I can for as much as I can’; and a consumer who views value as a price-quantity ratio or ‘what I value is to get more for less’.
For the first time in the 15 years that Interbrand has hosted its Best Global Brands report, two brands have earned in excess of $100 billion in brand value - Apple and Google also retained their positions at the top of the list for the second consecutive year.
There was a time when the final interface between brand and consumer at the store-shelf was of little importance to brand agencies. Then someone realised a final crack at the customer before the hand reached out wasn’t a bad thing, and a discipline called shopper marketing was born. And aren’t the proponents just the arch manipulators?
Since the rise and unprecedented growth of the digital age, social media has come to occupy a vital role in the brand/consumer interaction space and consequently, there has been an explosion of social media experts and digital specialists to advise companies on how best to address the phenomenon.
Y&R South Africa and Western Cape innovation hub and test centre partner The Safety Lab launched the pioneering online giving platform GIVA recently.
In a super smart activation where gamification meets branding with a conscience, Smart Car, together with BBDO Germany, recently launched their ‘dancing traffic light’ campaign that was used as part of the brand’s ‘WhatAreYouFor’ initiative to promote road safety as part of the launch of bigger e-cars for city living.
In a move which could well be shaking up the local PR industry, leading global public relations firm, Weber Shandwick, has merged with McCann PR South Africa.
Matthew Wate, Research Manager at Media Tenor lets us in on why media monitoring is not enough. watch more...
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