With the rise of social and environmental awareness, it is imperative for brands to adopt a change-driven focus. Consumers distrust traditional advertising and expect big brands to act responsibly and work towards bettering the world. Affecting meaningful change is the way forward in terms of maximising profits and gaining credibility with consumers.
By trying to appeal to everyone, you will end up appealing to no-one. A key principle when developing a campaign is that you identify a core inner-circle of people who are likely to respond to it and care about it. This takes courage and conviction. It means that in your messaging, in your creative concept, and in your targeting that you will exclude most of your potential audience, at least initially.
Why we're becoming immune to click-bait, and how you can still write clickable headlines.
Ten timeless entrepreneurial truths that have guided one of Africa's most successful tech founders.
Gender Diverse Teams Have a Healthier Culture and Better Results. Yet technology's brogrammer culture can be alienating for women. Aléz Odendaal explores the issues and suggests some tangible steps we can all take towards developing a more gender diverse technology ecosystem.
In this piece, Dave Duarte looks at how individuals become more capable as part of a collective. And how to balance the paradox where groups are better because of excellent individuals, and excellent individuals are made better through an better group.
Why thinking about cricket will help you deliver a better marketing pitch.
How to get better results from the pictures you post on Instagram.
The arts establishment is confronted with a new generation of creatives that are spending less time in galleries and more time in newsfeeds. Is this the end of art as we know it?