BRAND EQUITY So what is brand equity you ask? Well, Aaker defines brand equity as the brand assets (or liabilities) linked to brand’s name and symbol that add to (or subtract from) a product or service – so basically, to put it simply, brand equity derives from consumers perceptions of a brand, product or service. […]
Read more "WHAT IS BRAND EQUITY?"STARBUCKS As many of you already know, Starbucks SA recently opened its stores. Now, I am all about brand support but if any of you have visited a newly opened store in the Johannesburg area you will know that the line is longer than anything you have ever seen in your life and no matter […]
Read more "BEST PRACTICE: STARBUCKS"SEO TERMS So, I might be speaking for myself here, but the word ‘SEO’ is one I see on a daily basis but don’t know very much about other than it being some kind of tactic used to increase the amount of visitors to a website. I found this very cool infographic on Pinterest describing the A-Z […]
Read more "THE A-Z OF SEO TERMS"8 KEY TRENDS SHAPING PEOPLE, CLIENTS AND BUSINESSES I found a very interesting article titled 8 Key Trends 2015-2020 shaping people, cities and business found on www.kjaer-global.com and thought I would create a simple infographic condensing all the information to make it more digestible. If you google “key trends 2015-2020” you will most likely find realms of information […]
Read more "8 KEY TRENDS 2015-2020"UNDERSTANDING MILLENNIALS IN THE WORKPLACE This blog post is based on a very interesting article I read in the Strategy and Business titled “Millennials play the Long Game” by Jennifer J.Deal and Alec Levenson. The First line read “With the right incentives, younger hires want to commit to your organisation” this statement really caught my attention as […]
Read more "MILLENNIALS IN THE WORKPLACE"SO WHAT IS THE DIFFUSION OF INNOVATION THEORY? When segmenting a target audience based on their adoption to new technology it is very easy to end up generalising, however Rogers Diffusion of Innovation Theory really helped me understand the different levels of adoption and how each stage differs in characteristics. The Diffusion of Innovation Theory […]
Read more "THE DIFFUSION OF INNOVATION THEORY"POSITION YOUR BRAND USING THE BRAND KEY MODEL Up until a few days ago, I had no idea that there was such a marvellous model to use when trying to position a brand (don’t judge me, college forgets to teach you the cool stuff), now I’m sure most of you are familiar with this model, […]
Read more "BRAND KEY MODEL"15 things every copywriter hates hearing Having worked in the advertising industry for a measly three years or so , I have quickly realised that copywriting means so much more than just creating cool concepts and making great advertisements (maybe when you’ve made it to the top of the advertising food chain it is), as a junior […]
Read more "A FEW THINGS EVERY COPYWRITER HATES HEARING"VEGA HEALTHY BRAND SO WHAT IS A BRAND? Vega defines a brand “as a particular and unique construct that creates, communicates and sustains value for all its stakeholders through its products and/ or service”. WHAT IS A HEALTHY BRAND? According to Cook et al (2010), the concept of a healthy brand is one that considers […]
Read more "VEGA HEALTHY BRAND CRITERIA"BRANDING TERMINOLOGY: WHAT CERTAIN BRANDING WORDS MEAN Above the line (ATL) communications Above the line advertising is where mass media is used to promote brands and reach out to the relevant target audiences. These include conventional media as we know it, television and radio advertising, print as well as internet. Below the line communications Below […]
Read more "LET’S START FROM THE VERY BEGINNING (BRANDING TERMS)"
BECAUSE BRANDING 