The Power of Breakfast Radio

Most listened-to; most profitable – what’s the difference? The latter refers to a station’s ability to not only attract the audience that advertisers want to reach, but then to be able to deliver to that audience the message that the station’s clients want. That normally implies running a personality driven show that can pull audiences. [...]

New Ideas – The currency of ideas

Have you heard about the new fee models that are being rolled out by the big FMCGs such as Unilever, P & G and Coca-Cola? I have recently been doing a great deal of research on these models, as well as the current remuneration models in operation in the advertising industry. The interesting thing is [...]

Services SETA – The CMSA designation- Information for Applicants

BACKGROUND MA(SA), in full discussion and agreement with such stakeholders as the Services SETA and the Services SETA CMSA Advisory Committee, is excited and totally committed to be the Professional Body responsible for the further development, management and hosting of these designations – with immediate effect. These developments mean that CURRENT CMSA and MPSA professionals [...]

Journal breakfast – Sponsorship

With sponsorship officially defined as the aligning of one’s brand to an event, programme or project for a fee, the five panellists agreed that while sponsoring continues to be one of the fastest growing mediums in the marketing mix, sponsoring without a strategic plan is pointless. “You must have a very clear definition of what [...]

How to Re-Brand and live to tell the tale

The disappearance of one of its best-known brands was a major reason diversified multinational industrial services and retail group, Imperial Holdings developed a new look that was unveiled in late September. lmperial Car Rental, which was the group’s most visible presence even though it contributed only 13% to profits, had evolved into Europcar just four [...]

World Cup Secrets: BRANDING

Claiming a piece of the 2010 pie, or landing up with egg on your face World Cup fever has hit South African households with a vengeance. Everyone is aware that the biggest soccer tournament in the world is less than 140 days away. The opportunities for companies are endless, or so it seems. From a [...]

Is TOYOTA’s brand cracking?

Scarcely had it assumed the mantle of the world’s largest automotive company than Toyota had to stare down its worst crisis in its history: the recall of millions of vehicles for sticky accelerator pedals. All over the world company officials went into apology mode as customers and the media clamoured for recall details and roasted [...]

Branding the Boys

Yes, I know how you feel. Benni McCarthy misses another sitter; Bafana Bafana record yet another draw against the footballing equivalent of Outer Mongolia, and we all trudge away to bemoan our national side’s poor finishing and their dreadful record. But, what about the other repercussions, the intangibles, the things to which we can’t apply [...]