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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.
Passion - Romantic Notion or Sound Business Principle?
Posted by
Donna-Rae Patricios at 08:00
A recent study by the Gallup organization states that disengaged workers costs the U.S. economy $350 billion a year in lost productivity! I admit to expecting a similarly gloomy picture on our shores, if the faces of many customer facing employees I regularly experience are anything to go by. So perhaps you will share my surprise to learn, that according to the iOpener Institute for People and Performance, about half of South Africans are particularly positive about the impact and meaning of their work.
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.
Shared value: the next step in the evolution of branding
Posted by
Robert Jameson at 10:00
Darwin's Theory of Evolution says that for a species to survive, it must develop advantageous traits specific to its environment. “In a nutshell, as random genetic mutations occur within an organism's genetic code, the beneficial mutations are preserved because they aid survival, a process known as natural selection."
The meaning of brand consistency in today’s dynamic context
Posted by
Lilian Plomp at 10:00
The idea of brand consistency is nothing new and has become a buzz word among marketers and brand specialists. However, the interpretation of ‘brand consistency’ seems to differ considerably from one individual to another. It is precisely this discrepancy that may explain why some brands succeed and others fail to truly create sustainable brand value.
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