Home Blog Page 72

First Impressions Are Built On Brand Personality

First Impressions Are Built On Brand Personality

A brand personality is shared in a number of ways. It can be online, offline or face to face. Either way, companies must seek to reflect their brand personality in every interaction that they have with their stakeholders.

The way in which a company portrays itself visually shows the kind of company that they aspire to be, the clients they aspire to have and the impact they aspire to make on the world around them.

Secondly, it is the way in which the brand interacts with its stakeholders. Through an informative tone of voice, which seeks to advise and help stakeholders find new ways to grow, you should show your customers that you are learning alongside them.

To define a brand, you need to understand it. There are three crucial features which make up the way in which the organisation and its workforce operate every day:

1. Never stop learning

Even after several years of innovation, you must continue to learn and face new challenges. Tackling those challenges head-on is key to your desire to grow your knowledge and get meaningful and valuable answers from every question posed.

2. Optimism

The future will bring changes to the world around us, both good and bad, as technology develops while the environment comes under increasing threat. Your brand needs to be confident that you can face up to these changes and embrace them to make your world accessible and empowering.

3. Stay grounded

You may be an expert in your field, but honesty and integrity are crucial to the way in which you operate. Constantly learning, we know that there is always more knowledge to acquire. Sharing this knowledge requires a humble approach, and that is fundamental to your personality.

Bringing a brand personality to life

A brand personality is not something that exists on a screen or on printed materials alone. A brand personality should become an essential part of day-to-day life when working alongside an organisation.

Through the creation of the human touch, reflected by the visual identity of the brand,  seek to add a personal approach to every interaction, regardless of which of your digital touch points have provided the contact. This way, you can make a long-lasting impression on your stakeholders.

Maintaining and evolving a brand personality

Global brand personalities are constantly changing and evolving. Companies face up to new challenges, and that calls for you to adapt your aims and goals to fit the environment you are operating in.

For Kyocera Document Solutions, our brand personality is the most valuable element of our re-branding project. Defining our values, reflecting them accurately and ensuring that they are always relevant and shared has become our priority.

This article was originally published on www.kyoceradocumentsolutions.co.za

KYOCERA DOCUMENT SOLUTIONS www.kyoceradocumentsolutions.co.za

SA INC Launches Good News Campaign

SA INC Spreading Launches Good News Campaign
The SA INC team at the spreading the good news Cape Town launch.

The launch of SA INC – a campaign that focuses on spreading SA’s good news stories for a change – took place on 12 April 2019 in Claremont at the Citadel and was attended by South Africa’s leading brands, who gave the campaign the thumbs up.

SA INC, a partnership between BLSA, Brand South Africa and Regency Global, aims to change conversations in South Africa by highlighting and celebrating the country’s success and achievements.

The campaign is the brainchild of filmmaker and executive producer, Shani Kay, who is passionate about activating South Africa’s potential. ‘When we share the positive news from our remarkable country, we will begin realising that there is so much we can be proud of,’ said Kay.

The event was opened by Business Leadership South Africa (BLSA) board member and outgoing Woolworths chairman, Simon Susman. Susman spoke about his personal drive to honour and celebrate the important contribution and opportunity as an elder to ‘first learn, then earn and finally return wisdom and time to society.’

Richard Kyle, founder of Regency Global, said that what had started as an inspirational campaign was fast becoming a movement for change.

To join the conversation and help share the good news about South Africa, visit regency.global/sa-inc

New Kantar Appointments Will Unlock Sustainable Growth Strategies

Kantar Makes Africa And Middle East Region Appointments
Ivan Moroke (CEO), Karin du Chenne (Chief Growth Officer), Natalie Otte (Managing Director JHB), Brian Reid (Managing Director CPT) and Leon Bodha (General Manager).

Ivan Moroke has been appointed as CEO of Kantar’s Insights Division for South Africa and joins the Kantar Africa and Middle East board. He will report to Charles Foster, CEO, Kantar Insights Division, Africa and the Middle East.

Moroke plans to focus on leveraging world-class Kantar data sources to mine insights that unlock sustainable growth strategies for Kantar’s clients and employees. A number of senior appointments have also been announced.

‘As Kantar moves towards a unified brand I know that we couldn’t ask for a better leader than Moroke to drive the business in South Africa. His enormous experience and passion for our industry will benefit both our staff and our clients as we integrate brands across the company, working together to turn insights into actionable solutions that will fuel business growth for our clients and have a real impact on their ROI,’ said Foster.

Moroke began his career at BAT, later moved to Added Value where he cultivated his passion for insights and growth strategies for business and brands. He has held leadership roles in strategic planning and business at Lowe Bull, and led teams at Yellowwood Future Architects and TBWA Hunt Lascaris, later founding the marketing insights and strategy consultancy, Co-Currency.

Moroke is also the chairperson of the jury for the Apex Awards and regularly serves on the judging panels of other industry awards, including the Loeries and Bookmarks. He has chaired the Brand Council South Africa (BCSA) and is a previous Vice-Chairperson of the Association for Communication and Advertising (ACA).

Karin du Chenne has been appointed Chief Growth Officer, of Kantar’s Insights Division for Africa and the Middle East. Du Chenne will focus on deepening relationships with local, regional and multinational clients to bring them the best of what Kantar has to offer to grow their market share. She has worked across the region for many years and was previously based in Turkey as Chief Client Officer, and most recently was the CEO for Kantar South Africa for the past two years.

The business has also made several appointments within the insights team in South Africa to align with strategic initiatives to drive co-creation and purposeful collaboration across the organisation, making it easier for Kantar to build platforms and offers that address clients’ most pressing needs.

‘Our ambition is that it will be easier to access the breadth of our expertise, and I could not have asked for a more talented and diverse group of leaders, united by the passion for the business and people,’ commented Moroke.

Natalie Otte has been appointed as the Managing Director of Kantar, Insights Division, Johannesburg. Otte has been with the company for the past 15 years and was most recently CEO of Kantar Millward Brown in South Africa. In her new position, she will take on a wider role across Kantar’s Insights Division, and will also serve as Chief Client Officer.

Moroke commented on Otte’s appointment: ‘I knew Otte before I joined Kantar and was well acquainted with the phenomenal work she has done in growing the Kantar Millward Brown business. Working with her closely over the last year has revealed someone who puts clients first as much as she does every member of staff. The leadership of the Johannesburg office and national client initiatives is significant and will make the most of her talents.’

Brian Reid has been appointed Managing Director, Kantar, Insights Division, Cape Town. He has been heading up the client service teams at Kantar TNS in Cape Town for a few years. Prior to rejoining Kantar TNS, he managed the Insights team at Distell and later led his own strategic insights consultancy.

‘In Reid we have one of the most well-rounded leaders I have come across in my professional life. His diverse experience shows in his brilliant strategic mind, strong business acumen, servant leadership of his staff and impressive client-centricity,’ said Moroke.

Leon Bodha was appointed General Manager, Kantar, Insights Division, Durban. Bodha leads Kantar global client programmes that are based in the Durban Multi-country Centre. He is also focussed on global innovation and automation to bring fast access to data and quick turnaround solutions for clients.

‘Bodha recently celebrated his 20th anniversary at Kantar. He is someone who arguably has the most varied experience in the business at different levels covering creative design, operations, client service and innovation to name a few. He has grown through the ranks to head the Durban operation, which is testimony to his abilities, strong character and leadership skills,’ concluded Moroke.

KANTAR MILLWARDBROWN www.millwardbrown.com

Media Industry Highly Anticipates #ROOTS2019 Survey Results

Media Industry Highly Anticipates #ROOTS2019 Survey Results

The ROOTS survey is one of South Africa’s largest and longest running consumer behaviour surveys and is conducted every three years, in over 120 communities across the country. A few influential people in the media industry were asked what their thoughts are of ROOTS 2019 and what they are looking forward to.

Chris Botha, Group Managing Director at Park Advertising said, ‘One of the most critical aspects of any media campaign is knowing your target market. We know and understand that people are different everywhere but these differences are even more pronounced in local communities across South Africa. It’s this granular detail that I always look forward to in all the ROOTS surveys. Besides the additional areas and categories covered, I’m pleased with the inclusion of new metrics like SEMs and I’m looking forward to insights like how many consumers are using Uber (and where), amongst others. We look forward to incorporating this new data into our media plans to reach our consumers even more effectively.’

Merissa Himraj, Chief Strategy Officer at Wavemaker said, ‘I am looking forward to ROOTS 2019, and am curious to see whether the consumption of media through digital channels has impacted reading habits of community papers, in which segment/audience this is happening and where the consumption growth is coming from. We now have a lot of data that can provide a snapshot of 20 years, showing that as people’s life stages change from single to young families so do their media consumption habits.’

The ROOTS data provides marketers with vital demographic and behavioural information at a local, regional and national level, but it’s the ability to deep-dive and access granular local data that provides the biggest marketing advantages.

‘The local community newspaper amplifies the heartbeat of any community. People are creatures of habit and also have a need to stay close to home, especially in the current political environment, with crime, load shedding and many other issues that plague the ever-burdened consumer,’ said Tish Ronge, Head of Media Buying at Mediacom Johannesburg. ‘Geographically each area also has its own unique socio-economic need, no matter how affluent. In my opinion, it is only the local community newspaper that is tailored to fit this part of the media mix, especially for retailers.’

The survey will provide the marketing, media and advertising industry a national snapshot, at a local level. With new categories, added areas and an in-depth questionnaire that includes digital, this year’s ROOTS is one of biggest and most robust. Take for example the question, ‘do consumers take care of themselves?’ To find the answer, the survey, amongst exploring multiple other categories, finds out about medical aid membership, changes in weight, physical activity and consumption and store preference for vitamins and supplements.

‘It is exciting to see all the components being put together and what will be revealed about the local consumer in their local environments,’ said Debbie McIntyre, Marketing Services and Research Director SPARK Media.

SPARK MEDIA
+27104928391
info@sparkmedia.co.za
www.sparkmedia.co.za

VML Reveals State of Marketing In South Africa

VML Reveals State of Marketing In South Africa

VML South Africa’s research reveals that 40% of marketing leads/chief marketing officers (CMOs) surveyed are responsible for annual budgets in excess of R50 million.

40% of respondents are spending the largest portion of their budget on digital and social media projects as they are gaining their greatest return on investment (ROI) from these platforms. However, only 13% continue to see returns from traditional channels like print and broadcast media and PR.

In spite of the majority of respondents saying that they spend the most, and gain the greatest returns from digital channels, ‘data analytics’ receives the least ROI. A third (33%) of respondents said their primary focus for this year is to make better use of existing data. All respondents said they would be investing in training their teams in data analysis and related digital skills.

Some marketers said they had too much data to distil. Getting to grips with the huge amount of data now available to marketers is going to be the biggest advantage for the canniest of South Africa’s marketing leaders.

Other two challenges respondents face are increased competition and consumer intolerance to advertising (each of these rated equally with data at 20%). This means they have to work harder to find new ways to engage with consumers, hence more than a quarter said their primary focus would be on creating customer experiences.

All respondents are using three or more agencies to support their marketing efforts, with a third of them using more than five external agencies. Is this an indication that marketers still feel they need specialists for each discipline? Are these rosters shrinking or growing? Future surveys will look into these topics.

Jarred Cinman, CEO of VML South Africa said, ‘We talked to the marketing leads of some of South Africa’s largest companies. The scale of their budgets is indicative of the value marketing brings to organisations and brands. It also shows how marketers have evolved from managing the 3 Ps to doing so much more. Today, they’re responsible for increasing sales, improving omni-channel customer experiences, and reinventing the customer relationship through digital innovation.’

This is the first in what will become a quarterly survey of the state of marketing in South Africa. At this early stage, VML considers the survey a dipstick, but as it grows it will become the definitive research into the role of South African CMOs across all sectors.

‘We’ll be issuing our second round of research soon,’ said Cinman. ‘We have different questions this time to broaden the scope of our research as part of our mission to grow it into a definitive and regular measure of South Africa’s marketing industry. We feel sure that our local marketers will benefit from knowing where they stand in relation to their fellow marketers.’

VMLY&R SOUTH AFRICA
+27115553800
www.vml.com/southafrica

 

The Loeries And Woolworths Collaborate To Nurture Young Creatives

The Loeries And Woolworths Collaborate To Nurture Young Talent
Talented students showcase their work at last year’s Student Portfolio Day.

Every year, as part of Loeries Creative Week, the Student Portfolio Day showcases the top students, and this year, Woolworths has partnered with the award organisers for this cause.

The Woolworths Student Portfolio Day will take place on 23 August 2019, during Loeries Creative Week, together with with the DStv Seminar of Creativity, which introduces students to international leaders and creatives. The seminar brings together some of the most brilliant creative minds from South Africa and the world. The entry deadline for this year’s Loeries is 15 May.

Kate Fordyce, head of in-house creative agency at Woolworths said, ‘Woolworths is rooted in a rich, creative culture. We’re committed to doing all we can to give talented creative youngsters more opportunities to succeed in their careers, and the Loeries Student Portfolio Day provides a fantastic platform for showcasing and promoting exceptional creative talent.’

‘The Portfolio Day is the one day of the year when the best students showcase their work all in one place – in fact, it’s become so successful that agencies are hiring right there,’ said Andrew Human, CEO of the Loeries.

LOERIES 
www.loeries.com

Loeries Inspires Advertising Industry Through Travelling Exhibition

Loeries Inspiring The Advertising Industry Through Travelling Exhibition
 Students viewing creative work at the Loeries Travelling Exhibition 2018. 

The Loeries Travelling Exhibition, showcasing the past year’s award-winning work from across Africa and the Middle East, is taking place at the University of Johannesburg until 19 April 2019. 

The exhibition aims to inspire anyone in the advertising, design and brand communication industry through the best work from the African region. The exhibition also serves as a guide for anyone planning to enter the Loeries this year.

Loeries CEO Andrew Human said, ‘The creative economy offers so much potential for our economy – the opportunity to employ our talented youth and to turn their ideas into something valuable, while creating revenue. I hope this exhibition inspires talented youngsters to follow their heart and make their passion their career.’

The Loeries entry deadline is 15 May 2019 and Creative Week takes place from 19 to 25 August 2019.

LOERIES 
www.loeries.com

Activations Help Build Brands

Activations Help Build Brands

Today’s consumers want to engage with brands through experiences and activations that are exciting, interesting, educational or add value to their lives in some way.

Customer experience is king and offers a golden opportunity for brands to be better than their competitors. Well-placed, well-timed and relevant activations can disrupt and actively gain market share for brands, products and services.

Kirsten Mercer of ProActive said, ‘Activations and experiences should be the focal point for marketers as it might be the single most important investment a brand can make in today’s competitive climate.’

A recent Gartner survey confirms that customer experience is where it’s at in terms of gaining followers and winning the loyalty of consumers. The survey states that customer experience is the most pressing mandate for marketers. As consumers become increasingly more empowered and as competition becomes increasingly fiercer, the experience that a consumer has of a brand is proving to be the only enduring competitive advantage.

In terms of the role of marketing in customer engagement, leading into 2016, 89% of the companies surveyed expected to compete mostly on the basis of customer experience, versus 36% in 2012. With the use of social media compounding, where consumers can laud or eviscerate a brand with the swipe of a finger, brand engagement in the form of experiences and activations has become all the more essential to the life, longevity and bottom line of a brand.

The advertising and marketing space is noisy, it includes social media, traditional media, Out-of-Home and other forms of information sharing and advertising.

Getting through to your target audience

Research: know what your target audience likes, how they like to be engaged, when, where and why. This will ensure that the activation is relevant, powerful and memorable. And this doesn’t mean that budgets need to be enormous. Clever, meaningful experiences can be implemented with a smaller budget as long as they can effectively and positively connect a brand to the consumer.

Give the experience context: make it part of a bigger campaign or a bigger message as this, if done correctly, can make the impact and the reach greater.

Be consistent: A brand may make a promise to its consumers, but at the end of the day it is the consumer who decides whether or not the brand delivered on its promise and on what it stands for. A brand needs to not only meet consumers’ expectations, but it needs to also, from time to time, exceed these expectations.

And all of this needs to be done consistently. Why? Consumers are loyal up to a point. To keep their loyalty, a product or service needs to be perceived as being better than its competitor. This is where a proactive approach is key. Activations need to be well-planned, well-executed and consistent. An activations campaign needs to build on the one before it as this deepens the assimilation and expands customer base. In a competitive, cluttered environment, activations deliver positive consumer experiences and influence purchasing decisions where it matters most.

PROVANTAGE MEDIA GROUP
+27861776826  
enquiries@provantage.co.za
www.provantage.co.za

Altron And Joe Public Highlight Relationship Between Humans And Technology With New Campaign

Altron And Joe Public Highlight The Relationship Between Humans And Technology With New Ad

Altron’s new advert by Joe Public breaks away from the traditional form of creative visual interactions with consumers in that it is not about product offerings or Altron’s services. Instead, it is an emotive storytelling concept that delicately portrays a relatable home environment and shows how family life and technology are intertwined.

The ad takes the viewer through the life stages of a young girl called Lerato, exhibiting how technology is so intertwined with our everyday lives that it is largely invisible, working in the background. We follow Lerato from birth, doing homework on a computer, learning to drive, to a career in photography, getting married and starting her own family. This shows the viewer that we cannot live without technology.

Using the magical technique of misdirection, the viewer is lulled into believing that Lerato’s life journey is narrated by her father but later discovers that the storyteller is actually the technology which has always been behind Lerato’s life.

Zipporah Maubane, Altron Group Executive: Marketing explained that, by personifying and humanising technology, the film sparks a conversation on the sometimes invisible nature but important role of technology in life.

‘By breaking with tradition and marrying a human story with technology, we are showing how as a technology company we facilitate societal change. This is a creative expression of our commitment to our customers and our aspiration of enabling progress in society and business through technology,’ said Maubane.

Xolisa Dyeshana, Chief Creative Officer at Joe Public said, ‘The objective of the film is about Altron being the driver of the sentiment that technology is a facilitator of intimacy and change. Technology has grown with us, changed with us and will continue to be forever entwined with the lives we live. There is no one better to do this with than with Altron by your side.’

JOE PUBLIC 
+27105917770
info@joepublic.co.za
www.joepublicunited.co.za

VML SA Scoops 17 IAB Bookmark Awards

VML SA Scoops 17 IAB Bookmark Awards
VML team

VML South Africa took home 17 awards at the 2019 IAB Bookmarks, including a gold award, three craft golds, seven silvers, two craft silvers and four bronze awards across multiple categories.

The IAB Bookmarks is considered the benchmark for tech, digital and leading-edge innovation in digital marketing in South Africa. VML South Africa CCO, Ryan McManus said, ‘It’s always gratifying to be recognised by the industry, especially when there are so many excellent contenders for the prize. But of course, without the foresight, trust and bravery of our clients who entrust their brands to us, the work would never have seen the light of day. Now more than ever we are seeing the important role digital is playing across the industry, but there still needs to be an authentic connected experience. And that is the space in which we excel.’

The agency’s Drop the Hint campaign for American Swiss Jewellers walked away with six Bookmarks, including a gold for content strategy. Based on the ‘in a relationship’ Facebook status of South African women, the target market saw ads in their feed that encouraged them to ‘Bring their boyfriend to his knee’ and drop the hint with American Swiss.

Clicking the ad took them to a microsite where they could choose the ring they wanted and send their boyfriend a funny video. Using the power of digital remarketing, said boyfriend has dropped hints everywhere he went online, from Facebook to YouTube, and his favourite sports page. Once he finally gave in and took the hint, he was directed him to a microsite with the ring she’d chosen and a 50% off discount on the diamond to sweeten the deal. Over 3000 ladies dropped the hint in the first few days, and a video open rate of 89.5% proved that their guys took notice. 1% of guys clicked the ‘buy’ button, which means that dozens have popped the question.

VML also won a craft gold for Software, Coding & Tech Innovation for its Nando’s food delivery app. The app brings the full Nando’s experience to customers online. Orders can be placed via voice or text. Search is easy with the system recognising menu options by name, localised synonyms and/or nicknames. It has an auto-configuration capability based on previous behaviour.

VML South Africa takes 17 for the win at IAB Bookmark Awards

 

VMLY&R SOUTH AFRICA
+27115553800
www.vml.com/southafrica

 

This is Modern Marketing
Open chat