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For most South Africans, sustainability practices are BS

In Brand Atlas* 2018 we asked consumers to choose the ‘sustainability’ behaviours they practice from a list of 13 options. (*Just a reminder that Brand Atlas is bi-annual, large sample survey, consumer data that describes ‘economically active’ South Africans – those residing in households with a monthly income of more than R8000, who account for…

The Confessions of a Grocery Shopper

A recent article in an inflight magazine caught our attention. The article was headlined something along the lines of ‘what type of grocery shopper are you?’ This got us thinking about the behaviours we observe and sometimes participate in ourselves when we shop for groceries. A quick inspiration scour of the internet yielded enough ideas…

Do not forget to measure the ROI of your brand mojo

Building a brand is like building Rome – you can’t do it in a day. Two thousand years ago, Rome was the fulcrum of the biggest empire (27BC – 395AD) the world had ever seen. The Roman brand had enough mojo to conquer most western civilizations under its banner of a rampant eagle, a banner…

Edgars needs to remember why their good times were so good

Back in the day it was the Edgars own-brands that made the Edgars brand so great Adding international brands into the Edgars own-brand mix was a mistake that led to a partial loss of control over the Edgars value proposition Edgars gave customers reason to become more-promiscuous shoppers and this resulted in infidelity to Edgars…

Please will somebody answer the phone

Some of us are old enough to remember the days when you went out of the office and came back to the ever- grumpy office receptionist flapping a pile of messages for you from “all the people who had tried to phone you while you were out”. These were the times of being able to…

Promise not to forget that customers are human too

Do you believe that it is possible to predict the future behaviours of your customers based solely on detailed knowledge of their previous transactional behaviours with one single organisation – namely your own? Apparently, an increasingly number of organisations think it is. All they need do is capture all the customer behaviour data along each…

Brand parity? There is more to this than meets the eye

How frustrating is it that your tiresome annual Brand Health Tracker (BHT) stubbornly shows that no matter how hard you try, brand status quo prevails? You just spent a fortune and a whole year telling your brand fans about your fabulous “organic, free range, high quality, ethically sourced products”. You jacked up your app, twiddled…

2019 decisions based on 2015 knowledge are bound to be bad decisions

The 2015 world was pre-Trump, pre-immigration crisis, pre-Brexit and most South Africans were still largely ignorant of the colossal damage to the SA economy and its reputation, being carried out by a corrupt government. Things were very different then. If today’s presumptions and strategic decisions were being based on knowledge about what was going on…

MEDIA CONSUMERS ARE REVOLTING

From multiple sources, including Brand Atlas, we see that claimed consumption of traditional media (printed magazines, printed newspapers, broadcast television and to a lesser extent radio) is in a never-ending and strongly significant decline. It’s no secret that the traditional media’s woes are far from over.

Plastic bags virtue signalling – a bad PR stunt or what?

Inspect the contents of an average bag of groceries and you will find that there is way more plastic around the products inside the bag than there is in the carrier bag itself. The plastic milk bottle, the plastic honey jar, the plastic bag of rice, the plastic wrapped chicken and the plastic wrapped cheese…