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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.
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.
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Purpose in Africa: Doing well by doing good
Posted by
Nicole Velleman at 12:00
Brand purpose is one of the most powerful tools for growth and sustainability in a global marketplace devoid of trust in business. A brand’s purpose is its reason for being – it goes beyond what you do, or who you’re doing it for. Purpose is the why: why your business exists, and why that should matter.
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