Are brands doing enough to win over the consumer?

Published on Friday, 16 October 2015 by Jedd Cokayne in Marketing

I for one am super excited that the Rugby World Cup is here. Besides the dismal first game by the Springboks going down to Japan I still think it’s going to be a fantastic spectacle with a number of the minnow sides causing upsets as they progress. Overall I think it is good for the tournament and rugby as a whole. As a passionate Springbok supporter I desperately want the Bokke to win but can you imagine the effect it will have on the game if a side like Japan or Georgia go on to win it? It would turn the rugby world on its head and make the bigger nations stand up, take notice, and encourage them to do things differently to ensure they remain competitive against any nation.

The same notion is true in the marketing environment. For far too long, the bigger brands have taken it for granted that they have better budgets and can spend it across a plethora of media with mediocre work. Current advertising is becoming like wallpaper and we are rapidly losing the interest of the consumer.

Smaller brands are insisting, no demanding, better creative work and media insight to ensure they reach their target markets effectively and efficiently. We have to ask ourselves, how receptive are our consumers really to our communication and the environments within which we trade? Use this as a starting point we need to question everything. This way we become more relevant in our thinking and more impactful with whatever we take to market. Through similar interrogation smaller brands are making more of an impact in the market than the bigger brands, much like the minnow teams at the 2015 RWC.

Often we take certain principles for granted and tend to not give them the due diligence they deserve when developing our marketing plans. I always say stick to the basics, get that right and the rest will follow. These include:

  1. Audience understanding - know your market by more than just pure demographics
  2. Optimise messaging through great creative and media placement
  3. Invest into the next and now
  4. The consumer journey still plays a big role in branding effectiveness.

In closing, whenever a new rugby coach takes over they always speak about a four year plan. What they need to do over those four years is either win or be extremely competitive in the next RWC. Marketing is no different. Short term gains might solve a problem now but long term vision steers the brand consistently and ensures brands stay relevant and on top.

Go Bokke!!

Last modified onThursday, 15 June 2017 15:24