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Branding: Nespresso. What else?
Posted by
Nicole Zetler at 12:00
I must confess, I have a new favourite brand that I've added to my elite few - and I'm a little bashful about it. I never thought I would fall for something so gimmicky, unnecessarily overpriced and overtly yuppie. But I have, and now I'm completely hooked! The brand in question is Nespresso - the single-serving, capsule-based coffee purveyors.
Lady Gaga: The Marketing Monster
Posted by
Nicole Zetler at 08:00
Over the past week, South Africa has been under a Lady Gaga spell with the pop star’s recent tour to our shores from airport sightings to meet-and-greets to fans (or should I say ‘Little Monsters’) overloading social media platforms raving about her performances in both Jo’burg and Cape Town. For someone who was waiting on tables only 5 years ago, Lady Gaga has sure risen to super stardom quickly: scooping up a plethora of awards, selling out mega-stadiums, endless attention in the press; and a social media following that’s larger than the population of many countries!
Be Distinct, not Different...
Posted by
Nicole Zetler at 10:00
Us marketers are obsessed with the concept of differentiation. Perhaps it’s because this piece of brand wisdom has been drilled into us from an early age, or maybe it’s because we cannot conceive of developing a marketing strategy or campaign without it. Indeed, differentiation has become our holy grail - a sacred something that we hope to find and implement in order to guarantee brand success.
Forget about Above, Below & Through-The-Line... Think about the Bottom Line
Posted by
Nicole Zetler at 10:00
All too often we hear marketers vent “They are only interested in the sales figures” or “They don’t understand the importance that brand plays in the company…” The frustration that marketing managers express about the disconnect they face when it comes to interactions with executives at board level or those in financially-related positions, is by no means new, or unique to South Africa. This detachment from marketing is confirmed by Deloitte's 'Marketing in 3-D' global report which uncovers that one third of CFOs do not believe that marketing is a key growth driver or crucial to devising strategy and that 77% of executives believe their employees do not appreciate the value of marketing.
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