According to Paula Sartini, founder and CEO at BrandQuantum, as a starting point, companies need to assess their brand health and determine if they are still relevant in the market today. To achieve this they need to understand what is important to their customers today and evaluate if their brand purpose and brand promise are still relevant for today’s discerning consumers. [...]
Moti Grauman, Digital Media Strategist at The MediaShop, cites Noah Yuval Harari’s book Sapiens, which argues that a brand is simply an agreed social construct that is lacking anything substantial. In fact, the elements of which any brand comprises are arbitrary. A brand is a not a logo, because logos change. It is not the building, because companies move. It is not [...]
Modern Marketing is one of the media partners for the Graphics, Print & Sign Live Demo Expo, taking place from 5-7 October 2021, where visitors can discover innovative technology and product demonstrations of the latest branding solutions that have been launched. Be inspired to start your own business or diversify your existing business with the latest products. Graphics Print & Sign [...]
According to Richard Lord, Media & Operations Director at Meta Media, during 2020, TV benefitted from a captive, stay-at-home audience with more time on their hands. Newspapers and magazines suffered as traditional distribution channels were decimated. Out of Home (OOH) fell off a cliff as there was nobody out and about. And the platform that arguably benefitted the most? Digital. 2020 [...]
Kyle Oosthuizen, Chief Operating Officer at Blue Robot does not believe Facebook will go the same way of MySpace and MxIt, notwithstanding more and more platforms entering the market. ‘Because of Facebook’s development power, it will never fall behind other platforms. It is also catering to a changing audience and has changed with that audience.’ He explained that when Facebook first [...]
Jon Savage, a director at InBroadcasting, a division of HaveYouHeard, says podcasting has recently experienced dramatic growth in Africa, fuelled – like so many innovations on the continent – by the rapid development and adoption of mobile technology, better and broader internet access and, more recently, the overload of available content and more ‘downtime’ caused by the pandemic. To date, the [...]
Grant Kruger, Business Lead ID/IT at LG Electronics South Africa, says deciding to add digital signage to your company’s marketing strategy will give you an exciting and unique way to tell your brand story. Of course, the use of social media, print and TV are still effective forms of marketing, however, when it comes to simplicity and cost-effectiveness, digital signage is [...]
Futures Strategist, John Sanei, says that traditionally the customer/business interaction was more about value exchange and less about establishing and retaining a long-term relationship. But, for the first time in our recent history, Covid-19 has forced corporates to shift their attention from the bottom line to retaining customers. Without a customer who trusts you, as many companies have discovered, you no [...]