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Yellowwood launches new white paper: African Attitudes - Marketing Beyond the Numbers
Posted by
Al Mackay at 10:00
With many African economies booming and middle classes growing, African expansion is on the agenda of most South African and many global brands, yet insight into each African market often doesn’t go deeper than a few key numbers: GDP growth rates, market penetration, consumer spending.
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Branding without Culture
Posted by
Al Mackay at 12:00
I was really amused the other day, while watching an episode of The Simpsons on TV, to see a pair of weird, deadpan New Zealander musicians as the stars of the show. The two cartoon characters, counsellors at an Arts Camp that Lisa Simpson attends, were quite clearly based on Bret and Jemaine from Flight of the Conchords – in character, occupation, voice and even the way they were drawn - although that was never mentioned in the episode.
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Offer jobs, not just products
Posted by
Al Mackay at 10:00
Last week I spoke at a conference on Accelerating Youth Employment in South Africa. The conference was organised by Harambee, a non-profit that bridges the gap between job-seekers and the formal economy by providing psychometric testing, job-matching and training of young people for interviews and the workplace. The work they do is inspirational, but we were surprised earlier in the year when they surfaced as a favourite brand amongst young, lower income South Africans in research that we were conducting for our white paper Building Brands in a Rapidly Changing South Africa. They are not a consumer brand, after all.
Africa Insight: Building Brands across the Continent
Posted by
Al Mackay at 09:00
Yellowwood has recently completed a number of large brand-building projects across Africa for clients who are ambitious about growth on the continent. Our work included segmentation strategy and go-to-market planning and has thrown up interesting insight into the people and markets that make up this great continent of ours.
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Building Great Brands in 2014
Posted by
Al Mackay at 10:00
Building powerful brands is like investing in the stock market – you need to anticipate and respond to important shifts in context, but you also can’t panic with every market fluctuation.
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Creating Global South African Brands, One Expat at a Time
Posted by
Al Mackay at 08:00
I recently read an article in Harvard Business Review that I found fascinating. It’s on diaspora marketing; how emerging market brands can go global by targeting their diasporas in the West. It hails Nando’s as a brand that has done this particularly well – they used South African communities in the UK, Canada and Australia as beachheads to the larger native communities, and have now grown to operate in 26 countries across the world (with a hefty £14.7million in profit from their UK restaurants alone).
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The path to successful innovation for Africa
Posted by
Al Mackay at 08:00
Last month we launched our latest white paper, Transformative Innovation: The African Path to Success. It is a practical guide to help African businesses innovate to grow and transform categories and markets, staying ahead of increasing global competition and creating better, more relevant products, services and business models.
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Brand.It 2013 Champions Announced
Posted by
Al Mackay at 12:00
On Wednesday 16 October, five finalist teams of students from the UCT Marketing Association competed head to head for the title of Brand.It 2013 champions. This was the culmination of twelve weeks of hard work for the students – including primary research, brand crafting and marketing planning.
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