Establishing who the competition is determines how you bring your brand to the consumer, says Kulula's new marketing boss Heidi Brauer, whose holding company, Comair, has the BA and kulula airline brands in South Africa.
The first thing Graham Willcock did when he was appointed managing director of Radmark, then still a radio media sales house, last year, was to have a conversation that included anyone with an opinion and who was willing to share it. That meant speaking to the RadMark team - a lot.
Finding ways to make money in the digital space while creating the magazine of the future that will entice the new-age reader to buy it again and again are but some of the challenges facing the magazine industry, says George Green, chairman of Hearst Magazines.
If you thought you had a handle on the so-called social Web - Web 2.0 - I have bad news for you. If you were feeling smart because you've discovered that your markets are conversations, and that conversations happening online are your markets, and you think you have figured out how to engage the conversation, I'm going to put a spanner in your works.
In a recent US study, two out of three businesses had recently conducted a segmentation study. Less than 14% found the study actionable; a serious issue in an industry where segmentation can be the difference between growth and stagnation.
Lying manipulative opportunistic marketing sons of ... ? Consumer champions with our wallets as their very best interest. Or somewhere in-between? This is a new feature we'll run when someone in The Journal's community sees an ad that needs its veracity tested.
ANC Youth League leader Julius Malema's outbursts have become legendary. At first a cause of anger and concern, indicating the question marks hovering over our political landscape, they're now bordering on the comical.