Marketing in a crisis, whether it’s a company-specific crisis or a country-wide one, always raises the question of whether to continue spending or cut the budget to alleviate some financial pressure. The COVID-19 pandemic, the national lockdown, and the fear that an unprecedented recession will follow, certainly constitutes a crisis for businesses. Many are under…
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Culture-led brands represent the sweet-spot where a strong brand meets a clear purpose and a healthy culture. As customers and employees become more and more demanding – seeking employers with a purpose, brands with a conscience and above all customer or career experiences that raise the bar – finding this sweet-spot becomes increasingly important. In…
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Employee Volunteer Programmes (EVP) are a relatively new concept in South Africa, but there are many excellent reasons to implement them. An increasing demand for businesses to be more socially conscious is a global trend, and South Africa is no exception. Today, 5 September, marks the UN’s International Day of Charity. It serves to promote the UN’s number…
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To me, it seems that alignment between a company’s brand and it’s culture – or the lack thereof – makes all the difference between getting the customer or employee experience you were expecting, or not getting it. We’ve all had the experience of dealing with an organisation that doesn’t live up to its promises.…
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Brand duplicity happens when brand promises don’t align to customer or employee experience. There are five top factors that contribute to this misalignment. Customer service – the B2C space spends fortunes on ensuring the best possible customer service, but B2B often misses the mark. It shouldn’t. Leadership – leaders that don’t live up to…
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