Competition and first to market advantage creates enormous pressure for businesses and brands to constantly be one step ahead of each other. Innovation can play a starring role. But while getting a flash of inspiration in the shower is great, most innovation involves a rigorous process of managing and harnessing creative thinking. This process needs to allow for the fusion of logic and magic.
Added Value South Africa’s Andrea Ellens was recently interviewed on Maggs on Media (eNews) on the topic of sustainability in relation to brand building.
Andrea discusses how important it is for brands to have a sustainable strategy, especially in world where both consumers and stakeholders increasingly vote against unethical or unsustainable brand behaviour.
There are a couple of opinions on how to grow a business. Cost cutting, mergers and acquisitions or stock listings can all add to a company’s bottom line, but are rarely about the long term building of a brand. The only real driving force of sustainable, profit-generating, lasting growth is increasing demand for whatever you are selling.
All around the world, consumers are increasingly looking to brands to help them make a difference across a range of social issues from animal rights to global warming to poverty and HIV/AIDs. Alison Tucker of brand development and marketing insight company, Added Value, asks if South African brands are up to the task.
“I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post: for support, rather than for illumination”
David Ogilvy
The African continent has over 50 countries with an average population of over 750 million. With a population that is estimated to grow to 1 billion by 2023, the African market presents marketers with potentially great opportunities.
I’d never thought much about my favourite brand until I burst into tears at Schipol airport last year as some draconian security official threw away my precious stock of Dermalogica skin care products, thinking that they may contain bombs.
Ask consumers to list the hotel brands in SA and it won’t be long before they mention Southern Sun with a smile on their faces. Ask them where the nearest Southern Sun Hotel is and you are likely to get a blank stare.
Keith Stevens has been appointed Managing Director of brand development and marketing insight company, Added Value.
Discovering the feeling: what connects people and brands. What do you think consumers want? Is it your brand? Your competitor’s brand? Think again. Consumers don’t want brands at all; they want results. They want to feel a certain way; maybe sexy or powerful or accepted or competent. Brands are just a vehicle to get them there.
