It’s critical to take a long term view when building brands to be sustainably relevant to your entire customer universe.
As we determine the future of media research in Kenya we should prioritise the emerging platforms as we’ve done in the past
The first PAMRO East Africa breakfast forum was held in May and the discussions focused on implementing world-class research
The Abunuwasi Phenomenon helps us understand some of the unspoken issues encountered while doing business in East Africa.
The Abunuwasi Phenomenon in East African culture creates major trust issues that drive up the cost of business
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.
We have a superior pedigree in Rotary passed down to us by exceptional leaders with genuine inspiration.
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.
Advertising does not take away individual choice and the various generations think differently about privacy.
Recently Facebook has faced public outrage because certain consultants claim to have used their data to manipulate audiences.
Aspirers are motivated by status and the image of a brand is more important to them than it’s actual performance
Understanding The Explorer market segment could offer your brand in roads into a valuable and fast growing group
Marketing executives will ignore the Resigned Poor at their own peril because they add vital numbers as net receivers of goods and services
The Struggling Poor is a significant market segment for mass market brands and those strategies that harness insights into this category work wonders.
Mainstreamers are the largest market segment in any economy and the worlds largest brands have served this group for years.
When promoting brands to Reformers its wise to understand their core motivations and align your marketing messages accordingly.
When selling to the top end of the market it’s important to understand their key motivations and then develop your campaign plan accordingly.
The holy grail of social media are influencers in WhatsApp that advertisers seek to find and work with to promote their brands.
The definitive art movements of advanced civilisations demonstrate why social media content must be more inspired.
There is insight about storytelling from the life of Miles Davis that must be illustrated on various levels and through different fronts.
We can’t do without advertising research and with the right approach we can make it more available to all.
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.
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.
The NTSA has been in the news lately for the wrong reasons. They can turn this around by using technology and gamification.
With more people spending more time on their mobile devices there are opportunities to improve our internal communications.
Widespread uptake of E-Commerce is possible by implementing the pillars of the Brand Asset Valuator model
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.
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.
NGOs in Africa face several problems but they must build relevance, relationships and reputation if they intend to have long term impact.
Among top advertisers its common to find inconsistent messages across various touchpoints which weakens brand positioning.
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.
Social networks create unique environments that appeal to specific personality types. Brands that aim to drive engagement must understand the nuances.
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.
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.
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.
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.
The country was able to snatch victory from the jaws of defeat when the positive spin around the bungled elections went global.
Political campaigns generate passion through engagement with specific target audiences by addressing their deep seated desire for change.
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.
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.
Marketing moments have been used to sell products and idea for years, and Rotary Moments borrow heavily from them and the concept of storytelling.
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.
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.
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.
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.
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.
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 tend to deliver the best ROI because 92% of all consumers confirm that recommendations lead them to buy a product or a service
In the last decade we experience radio audience fragmentation that led to increased engagement and better connections. Online advertising can take a couple of points from this in order to improve the ROI numbers.
When Safaricom and Rotary clubs in Kenya agreed to collaborate to deepen their impact on community projects, the Arthur Page Society’s model of activating corporate character and authentic advocacy came to mind.