#Personalbrand

“If you don’t give the market the story to talk about, they’ll define your brand’s story for you”

David Brier

#tigerbrands. #cool. #doom.

#cool rating is awarded to #tigerbrands for their clever leveraging of the #doom frenzy that captured #southafrica. There has been an increase in advertising on their part; and so it should be.  Imagine a special note to consumers: “No humans were harmed during the filming of this commercial”.  “Keep out of reach of children and the curios”.

 

 

#Millionaires...

Two #cold ratings unfortunately...

It’s been a whole since we awarded a #cold rating to any brand.  The decision to award the rating has been reconsidered a few times.  But unfortunately, these two brands are really uncool. They will not be mentioned by name, just a brief description of what is portrayed in their commercials will provide you with a clue of who they are.  #brand one: a taxi scene where the driver and another passenger almost serenade to an occupant…”headache, headache, headache”, non-stop until he drinks a pill to dissolve the discomfort.  #brand two: forms part of a collage of scenes.  This particular scene is in a bus and the one boy screams through a cold drink can into the ear of another.  Two words comes to mind: bully and dangerous.  Again, difficult to see the humour or fun in that.  Definitely not #cool.  Sorry guys, but it leaves us #cold.

#Simba and #Mapha

#Simba has really come up with a warm, crispy and likeable commercial…they managed to incorporate all the right ingredients to achieve this #cool rating…well done to the team who made it possible. I think it’s called #Mapha.

 

 

#How

The “How” Factor

We normally start campaigns, interventions and engagements with good intentions and objections.  The reality is that not all these activities deliver the desired outcomes or results.  The “what” is clearly outlined and defined, but the “how” factor have become the tipping point when it comes to potential results on your implemented plans.  “How” incorporates when, by who, timeline etc.  It’s possible that not enough attention and time investment is allocated to the “how” in what we do.  Yet, it carries so much gravitas.

Just think of the following:

• How are you planning to do this?
• How did you managed to achieve that?
• How amazing was that commercial?
• How do you expect to pay for the entire campaign?
• How will these challenges be resolved?
• How will you incorporate an integrated Communication and Marketing plan to deliver on our strategic objectives?
• How will you secure the buy-inn from all stakeholders?
• How do you measure the success of your campaigns?
• How often do you communicate with your stakeholders?
• How are our competitors doing with their latest campaign?
• How did the market respond to the latest negative publicity?
• How you feeling today?
• Etc…

It is clear the “how” factor cannot be ignored or down played.  Some ideas look good on paper but “how” it materialise is sometimes a challenge.

#how

#Socialmarketing Initiatives

#SouthAfrica is currently experiencing severe #drought in most parts of the country.  Two #brands have stepped up to the challenge to educate #consumers on how they can assist to alleviate the #water crisis as experienced.  As champions of the cause, they are both rated as #cool for their efforts. 

#Colgate with their don’t let the water run while brushing your teeth and #sunlight handing out water tanks in our communities to help safe water.  Both these brands illustrate excellent #socialmarketing initiatives with their campaigns. Congratulations and well done.

#Billboards

Did you see…?

There seems to be a new generation of bigger and bolder outdoor advertising structures.  They have emerged on the N1 between #Pretoria and Joburg#.  Shipping containers stacked together to create this massive space to promote your #brand and offering.  There is also the option similar to constructing a stage.  Squires of poles mounted together to create this new platform.  Is this the end of #gantries or are they the same role-players?

It has been reported that the City of Ekurhuleni is closing in on illegal billboards. About 3000 of these boards to be removed.