Target the swingers, Not the followers.

All election campaign managers know the importance of targeting the swing voters. The theory is that in any campaign, there’s a group of voters who will support one political party or another no matter what… All election campaign managers know the importance of targeting the swing voters. The theory is that in any campaign, there’s […]

Posted on December 11, 2014 at 12:37 pm by Walter Pike · Permalink · Leave a comment
In: Advertising, Marketing, social media · Tagged with: , , ,

How Woolies Lost its Mojo

Woolworths has destroyed the brand reputation it once had – the Frankie’s debacle is just another example, In a connected/social world your brand depends on what people say about it.

Posted on February 3, 2012 at 10:00 am by Walter Pike · Permalink · Leave a comment
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Vodacom: This is what your brand is.

In an earlier rant I spoke about the Vodacom rebrand. In summary I said that brands are built by the customer experience and that because of the high involvement of customers in the Vodacom brand and how simple it would be to tell them about the logo change that the bulk of the money spent […]

Posted on May 3, 2011 at 11:08 am by Walter Pike · Permalink · Leave a comment
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Advertising can’t build brands.

Brands are built by experiences – not by advertising. I wrote this in an article 5 years ago, it was dug out to discuss on radio this week. I am pleased that my views have remained consistent over the years its just that its even more correct now than it was then.

Posted on December 14, 2009 at 8:35 am by Walter Pike · Permalink · 5 Comments
In: Advertising, Marketing, social media, Uncategorized · Tagged with: , , , ,

The social media marketing disconnect.

The key impact of the internet is a social one. We really cant look at the changes brought about and see it in either technology, SEM or traditional marketing terms. So how do we?

The Carnival Nude and Brand Control

One of the assumptions underlying traditional brand management is that you can control the brand. That through advertising, brand associations and other brand tools you can manage perceptions. It was probably always a tenuous assumption at any time, but in digital marketing even more so. Firstly Brands exist only in the minds of customers and […]

Posted on March 10, 2009 at 9:58 pm by Walter Pike · Permalink · Leave a comment
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Branding Delusions.

You don’t brand anything, you earn your brand. Has there ever been a topic less well understood than Brands and Branding? I read about Brands all the time and am always amazed just how badly. The only term less understood is marketing – which is not the same as advertising by the way. A brand […]

Posted on December 16, 2008 at 9:31 pm by Walter Pike · Permalink · 5 Comments
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