Hedonism drives luxury brand loyalty, not quality or brand love
August 10, 2023
Consumers are more attuned to how they see the brand as a vehicle for their self-expression and social approval.
LATEST news
Pharmaceutical giant GSK announces it is leaving the Nigerian market
August 10, 2023
Company opts for a third-party distribution model amidst tough business conditions and increased competition from lower-cost products.
Why CX professionals should use generative AI to create synthetic data
August 8, 2023
This can be useful for marketers who need to analyse customer data sets, but can’t use identifiable personal information.
Rum brand spices up its marketing with a new pan-African campaign
August 8, 2023
Captain Morgan debuts its first pan-African campaign with a 45-second locally made TV commercial accompanied by digital and social edits.
Copia layoffs in Kenya signal more disruption of B2C buying platforms
August 7, 2023
Tough competition among Africa’s B2C e-commerce platforms in an economically challenging environment causes further redundancies.
Does Elon Musk’s new ‘X’ logo have meaning? Not yet, but it may
August 7, 2023
Twitter’s surprise rebranding has brought with it a logo change – and much debate. It may take time for the strategic intent to become clear.
Getting to know the kids of Gen Alpha – successor to Generation Z
August 4, 2023
Gen Z has had a profound impact on brand strategies. Now marketers must brace themselves for even more for the changes from the next cohort.
Insights and in-depth knowledge for African marketing professionals
August 4, 2023
Issue 2 2023 of Strategic Marketing for Africa, the magazine for deep-thinking industry professionals, provides in-depth insights.
Heineken is world’s most valuable beer brand in 2023, study finds
August 3, 2023
Beer brands that are delivering on high-quality premium lagers seem to be doing well, as consumers ‘drink better’.
How Tanzania could become Africa’s international trading powerhouse
August 3, 2023
While the likes of Kenya and South Africa suffer setbacks, Tanzania is showing impressive growth, says e-commerce entrepreneur.
First Chartered Marketer (Africa) candidates begin their journey
August 2, 2023
Initial group of candidates – all experienced marketers in their own right – on their way to achieving prestigious CM(A) designation.
Film industry study stresses value of user-generated content from fans
August 2, 2023
The way firm-generated content works in new product releases is indirectly – through user-generated content and associated word of mouth.
Ogilvy Africa announces the appointment of a new Managing Partner
August 1, 2023
Cathy Gathu assumes responsibility for award-winning agency’s offering in advertising, brand and content.
Key business lessons from a Kenyan retailer selling from an open cart
August 1, 2023
How closing his unprofitable small food stalls and opting for a hawker’s cart proved a game changer for an informal trader.
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