Ask-y Logo

Join our conversations on marketing, brands, consumer and business insights and trends. Effective marketing starts with asking Y.

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.
The Big Data Buzz
Posted by
Louise Mac Robert at 11:00
It seems that everywhere you turn there's talk of Big Data, but what exactly is it? Webopedia defines Big Data as "a buzzword or catch-phrase, used to describe a massive volume of both structured and unstructured data that is so large that it's difficult to process using traditional database and software techniques."
Categories :
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.
Categories :
Does your brand positioning stretch into Africa?
Posted by
Louise MacRobert at 11:00
With so many African countries enjoying economic growth and increasing stability, global brands are rushing to get involved. They are expanding their offerings into new markets at an enormous rate, joined by South African companies spreading north on the continent.
Categories :
Brand Naming 101:
Posted at 11:00
Whether you’re naming a pet, a child or your business, naming can be a touchy subject. Subjectivity hinders our judgement and makes us fight. Understanding your market can help reduce the subjectivity. And so does the right process; balancing creativity with strategic insight.
Tags :
Categories :
A week in the wood
Posted by
Claire Brayshay at 10:00
I used to perceive the working world as a bit of a “concrete jungle” – a high density, undesirable place. The term infers rigidity and structure, but it infers a sense of adventure and exploration, too. The working world holds both pessimism and promise, and I was intrigued to find out - quite on point with Yellowwood’s latest white paper - whether it holds sufficient purpose.
Categories :
Abercrombie & Fail: Brand positioning versus the people
Posted by
Al Mackay at 11:00
I’m finding it hard to look away from the scandal engulfing Abercrombie & Fitch, following their CEO Mike Jeffries’ public announcement that the reason his company refuses to make plus-sized clothing is that they target the ‘cool kids’ – implying, of course, that fat people would ruin his brand. In his words “a lot of people don’t belong, and they can’t belong. Are we exclusionary? Absolutely.”
Categories :
Building the brands of tomorrow with Shanduka Black Umbrellas
Posted by
Al Mackay at 10:00
We love helping people focus their thinking and build brands to grow their businesses. We spend our not-so-nine-to-five days doing it for blue chip companies, but for some of us that isn’t enough. We wanted to take our experience of solving marketing’s toughest problems, and use it to help start-ups and small businesses too.
Categories :
NEWSLETTER SIGNUP
Enter your details below to receive our monthly updated newsletter on everything brand & marketing related.
Subscribe to our newsletter

Archive

Share to Facebook Share to Twitter Share
UNCONVENTIONAL WISDOM®