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The importance of being literate : branding

Jeremy Sampson
Journal of Marketing 2008
Words are strange things when you stop and think about it. Most of us can play with the 26 letters of the alphabet, but keep coming back to the same old words! Of the 26 letters, the second is more important than the first, for marketers.

More bang for your billboard : out-of-home

Tamara Oberholster
Journal of Marketing 2008
From the enormous highway billboards to the branded airport trolleys that greet commuters on their arrival at the baggage collection area in South Africa's airports, out-of-home media is all-pervasive. What is the value of the medium, and which are the advertising sites worth paying for?

Opting out : direct marketing

Thumeshni Mudeliar
Journal of Marketing 2008
Frequent post, email, sms, to telephone calls relating to some or other direct marketing campaign can alienate and even annoy the consumer - the last thing any marketer wants to do. To curb this practice, the Direct Marketing Association of South Africa (DMASA) introduced the Opt-Out Register in the interests of the consumer, which was implemented in March last year.

Re-branding Birchwood : : advertorial

Tamara Oberholster
Journal of Marketing 2008
Is a successful product always a well-branded one? No, but good branding always adds value, says Richard Lendrum of Future Publishing as he and his team take on the task of building the brand of South Africa's most profitable, if not well known, hotel and conference destinations - the Birchwood Hotel and OR Tambo International Conference Centre.

The spirit of adventure : product

Lisa Witepski
Journal of Marketing 2008
Did you know that as many as nine million SUVs are manufactured annually around the world? That's considerably more than were on the scene when Land Rover first made its call to adventurous spirits 60 years ago. And yet, the popularity of the brand continues to grow in the face of increasing competition.

Three royal warrants - not just any old brand : product

Chris Moerdyk
Journal of Marketing 2008
The Land Rover brand celebrates its 60th anniversary this year, and far from being an ageing dowager, it is kicking its heels like a spring lamb at the prospect of ever-increasing quality and service ratings, and a new owner that is committed to pumping money into new models, high-tech infrastructure, and bolstering its iconic British heritage.

The marketing of marketing : branding

Jeremy Sampson
Journal of Marketing 2008
South Africa is not alone in confusing the fact that advertising is not marketing, but should be very much the servant of marketing. Over the last few years, marketing has become increasingly complex as new channels become available, and the ability to segment and measure increases. No wonder that senior marketers are in huge demand, under great pressure to collate all the data at their fingertips, and under even greater pressure to deliver.