It’s critical to take a long term view when building brands to be sustainably relevant to your entire customer universe.
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Focus on structure and strategy when building brands
Joe Otin
CEO of The Collective interactive ad agency, Chairman of the Advertising Standards Board of Kenya, President of PAMRO (Pan-African Media Research Organization), and Governor Nominee of District 9212 of Rotary Clubs in Eastern Africa.
What we need to develop the media research of our age
As we determine the future of media research in Kenya we should prioritise the emerging platforms as we’ve done in the past
World-class audience measurement is within reach
The first PAMRO East Africa breakfast forum was held in May and the discussions focused on implementing world-class research
A strong reputation can put Abunuwasi Phenomenon at bay
The Abunuwasi Phenomenon helps us understand some of the unspoken issues encountered while doing business in East Africa.
Trust issues in business linked to tales of Abunuwasi
The Abunuwasi Phenomenon in East African culture creates major trust issues that drive up the cost of business
Probability of success without research is nil
The type of research that you use depends on the size of the opportunity before you and the value that you place on the data.
Our extraordinary role models inspire action
We have a superior pedigree in Rotary passed down to us by exceptional leaders with genuine inspiration.
Brands can’t do all the talking in Social media marketing
It is the social nature of human beings that is at the centre of digital marketing and success can be achieved by understanding the principles.
Privacy means different things to the different generations
Advertising does not take away individual choice and the various generations think differently about privacy.
Can social media data be used to manipulate the masses?
Recently Facebook has faced public outrage because certain consultants claim to have used their data to manipulate audiences.
Status hungry go-getters are more style than substance
Aspirers are motivated by status and the image of a brand is more important to them than it’s actual performance
Cutting edge features attract the young in nature
Understanding The Explorer market segment could offer your brand in roads into a valuable and fast growing group
Resigned Poor are net receivers of cash, goods and services
Marketing executives will ignore the Resigned Poor at their own peril because they add vital numbers as net receivers of goods and services
Struggling Poor segment is significant in politics and business
The Struggling Poor is a significant market segment for mass market brands and those strategies that harness insights into this category work wonders.
Successful brands are built on Mainstreamers loyalty
Mainstreamers are the largest market segment in any economy and the worlds largest brands have served this group for years.
Is there any room for idealists in advertising?
When promoting brands to Reformers its wise to understand their core motivations and align your marketing messages accordingly.
Succeeders chose brands that give them control
When selling to the top end of the market it’s important to understand their key motivations and then develop your campaign plan accordingly.
3 reasons why WhatsApp leads in social media
The holy grail of social media are influencers in WhatsApp that advertisers seek to find and work with to promote their brands.
Can social media content draw inspiration from the classics?
The definitive art movements of advanced civilisations demonstrate why social media content must be more inspired.
Miles Davis sounds a trumpet for storytelling
There is insight about storytelling from the life of Miles Davis that must be illustrated on various levels and through different fronts.
Who should pay for advertising research?
We can’t do without advertising research and with the right approach we can make it more available to all.
How to make friends and influence social media users
Dale Carnegie in his book ‘How To Make Friends And Influence People’ indicates that if you want people to really like you then encourage them to talk about themselves.
CMOs should keep a short list of resolutions
World beaters keep a short list of goals and CMO may borrow a leaf from their play book and focus on these 3 things this year.
Silence backseat drivers and get back on course
The NTSA has been in the news lately for the wrong reasons. They can turn this around by using technology and gamification.
Improve staff engagement with mobile apps
With more people spending more time on their mobile devices there are opportunities to improve our internal communications.
Rotary initiatives inspired by Constantine the Great
While looking at Rotary’s growth and impact, Constantine the Great offers rare inspiration for a modern world.
Online retailers need customer focus to bridge trust gap
Widespread uptake of E-Commerce is possible by implementing the pillars of the Brand Asset Valuator model
E-Commerce growth held back by wide trust threshold
Recent history has shown that a healthy trust threshold is critical to the success of E-Commerce, but the infrastructure also has to be ready to seize the day.
Sustainable profitability depends on good brand character
In a modern world we judge the organization by the same values that we judge the individual and therefore it’s important to develop a positive brand character for long term success.
Three things to consider when promoting your charity initiatives
NGOs in Africa face several problems but they must build relevance, relationships and reputation if they intend to have long term impact.
Strong brands have one voice across customer touchpoints
Among top advertisers its common to find inconsistent messages across various touchpoints which weakens brand positioning.
The importance of advocacy in eradicating polio
When Rotary and the Global Polio Eradication Initiative partners eradicate polio, not only will we secure our place in history but we will have saved the lives of billions of children.
If Facebook was a person, who would she be?
Social networks create unique environments that appeal to specific personality types. Brands that aim to drive engagement must understand the nuances.
Social media conversations must be fresh and relevant for impact
David Ogilvy said “your consumer is not a moron, she is your wife,” to remind us that it is real people we are talking to in our advertising. We can apply the same principles in social media conversations for more impact.
Companies can develop future markets and talent through CSR
The great emperors of the past created systems to develop and sustain vast standing armies and in with the same foresight, companies can grow their customer universe and develop their future workforces.
The comedy of Twitter’s 280 character experiment
When Twitter launched 11 years ago it was purely a social network, but over time they have come under pressure to grow it as a media channel. There decision to extend the character limit was met with criticism.
The secret behind Apple’s marketing success; core values
Apple has consistently held showcase events every year to demonstrate their latest innovations and new products. These events, and their tech, have however become predictable.
Leverage Kenya’s rich history to attract investors and tourists
The country was able to snatch victory from the jaws of defeat when the positive spin around the bungled elections went global.
Politicians have mastered the art of driving engagement
Political campaigns generate passion through engagement with specific target audiences by addressing their deep seated desire for change.
The distinction between fake news and propaganda is scale
When it comes to budgets, propaganda gets significantly more resources than fake news, and when you compare the two, the purveyors of fake news are bringing a switch blade to a gun fight.
Elections offer stations a chance to capture new audiences
During Kenya’s 2017 general elections the TV stations had an excellent opportunity to deliver a great product and grow their market share. Planning and preparation were key to making it count.
Sam Owori: Using marketing moments to promote Rotary in Africa
Marketing moments have been used to sell products and idea for years, and Rotary Moments borrow heavily from them and the concept of storytelling.
Beat the competition with single-minded advertising
The effective weapon that you have against your competitors is single-minded advertising. Al Reis and Jack Trout in their book ‘Positioning: The Battle for your Mind’, talk about how complex the brain is, and how humans simplify information in this, the worlds first supercomputer.
Presidential debates offer brands chance to reach millions
The presidential debates are expected to be the highest rated content this year and the campaign teams are doing their best to manage the expectations of their candidates.
Make hay while the sun shines, advertise when it isn’t
Maintaining positive visibility through advertising and PR, with a recency strategy as a minimum, insures companies against the unexpected when a crisis hits or when blindsided by competitors and new market trends. It also helps to keep stakeholders supportive through the hard times.
Rift Valley Machinery used new tricks to open up a old market
When we won a heavy machinery advertising account, we turned to a bag of new tricks to open up an old market and achieved extraordinary results.
Use storytelling in social media to engage your voters
A cursory glance at politicians’ social media profiles tells a sad story but if they applied storytelling methods they could greatly improve their engagement with voters.
Engagement comes from having good content
The 2017 PAMRO conference is destined for Cape Town and the theme is Content Is King, And He Is One Of Us. PAMRO’s President breaks down what that actually means.
Ads that generate word-of-mouth recommendations deliver the best results
Ads that generate word-of-mouth recommendations tend to deliver the best ROI because 92% of all consumers confirm that recommendations lead them to buy a product or a service
What Rotarians can teach others on community work
Advertising and communications expert Joe Otin has been elected to be the District Governor for all Rotary clubs in Kenya, Ethiopia, Eritrea and South Sudan for the year 2019/2020. The District Governor Nominee spoke to the Business Daily about his election and plans.
