How to transform your brand through storytelling

Alison Brown | Group Account Director Branding, Marketing Leave a Comment

Imagine that you’re in the market for a good moisturiser and you have the option of buying one of two brands. The cost and ingredients are nearly the same – the first product gives you a straightforward description of volume and benefits to your skin. The second features messages about the benefits, but it also carries a story about the …

“Would you like a bag with that?” The pleasure and pain of going plastic-free.

Alison Brown | Group Account Director Marketing, Sales, Trends

Last month I found myself jumping on a much-hyped consumer bandwagon. During Plastic Free July, I bought a kit online and made solid shampoo bars. The kit cost a whopping $40 and I can only assume the price factors in the cost of ingredients, shipping and the smugness I felt after successfully washing my hair with a bar of soap …

The art of a good menu

Scott Macleod | Account Manager Design, Lifestyle, Marketing

You take your seat at the table, open the menu, and scan the contents for yummy goodness. Approximately 109 seconds later, according to a Gallup poll of menu-reading times, you perform a series of violent gesticulations in the direction of the haughtily inattentive waiter. You place your order for medium-rare Kobe beef and lean back in your chair, content with …

Facebook News Feed Changes

Alison Brown | Group Account Director Marketing, Social Media, Technology

The social media marketing world has been abuzz this month with reaction to Facebook’s announcement that it’s making significant changes to its news feed algorithm. The social media giant is prioritising “meaningful” person-to-person interactions among friends and family over posts from Facebook pages. These updates will result in fewer posts from pages in the news feed.  Alison Brown | Group …

Raw addiction – the rise of ephemeral content

Alison Brown | Group Account Director Marketing, Social Media

In the constant push by brands to win the attention of customers on social media, one of the most successful strategies this year has been to use ephemeral content. Ephemeral content is fleeting, timely and relevant. It is often shot straight from the hip and, as such, tends to be raw but at the same time innately human. This lends …

Marketing Renaissance

Alison Brown | Group Account Director Marketing

Out with the new, in with the old A marketing renaissance has occurred for some ‘old’ means of communication and brands looking to refresh their marketing strategies could benefit from taking a new look at old ways of doing things. Podcasts The biggest comeback of them all must be pre-recorded audio. Whether it’s business, tech, or true crime topics, people …

The art of good grammar

Julia Proverbs | Account Manager Marketing, Social Media

Socrates feared that writing would create forgetfulness. In the 1500s, Swiss scientist Conrad Gessner feared that the printing press would unleash an overload of information that would be harmful to the mind. With the advent of television, video killed the radio star. And when mobile phones and text messaging were unleashed on the world, it was widely predicted that mankind …

Don’t come at me with all those features and benefits!

Scott Harwood | Creative Director Marketing

The old-school marketing approach of defining your niche and then trumpeting your uniquely tailored features and satisfying benefits has been a bread and butter strategy since Clark Stanley first registered Snake Oil Liniment. Over time, advertising agencies have become impressively sophisticated in highlighting those features and benefits. We’ve learnt to fight the 15 signs of ageing (with Photoshop) and we …

The rise of Nostalgia

Christiaan Van Rooyen | Designer Marketing

The rise of nostalgia as a marketing tool Nostalgia makes us part with money more easily, according to academics studying patterns of consumer behaviour, and Hollywood has not let this go unnoticed. In recent years nostalgia has had a great impact on the entertainment industry – most notably Star Wars, which made a tremendous comeback since Disney has purchased the …