Just over 75% of marketers of the African continent don’t believe that brands on the continent are marketing effectively to African women, and 70% of these marketers say their own marketing efforts don’t strongly resonating with that target market. In other words, marketers believe that 75% of budget spent on communicating with and marketing […]
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Top 4 ways to win with archetypes on Instagram
By Hannah Robbins, Cultural Insight team in the UK. Brand archetypes used to be expressed through packaging, communications and websites. But the touchpoints for brands are increasing; through visual social media such as Instagram, businesses are finding that they need new ways to keep their brands engaging and consistent to have a strong and distinctive […]
Continue readingMore TagBrands & Politics: Make A Stand
However, the brand is also speaking out in other countries where it has established a presence, like the United Kingdom. According to Hannah Robbins, Project Executive, Kantar Added Value, in a cultural climate where refugees and immigrants are often persecuted and shamed, Nando’s came out in support of employing immigrants. Through the hashtag #EveryoneIsWelcome, they […]
Continue readingMore TagWhich Archetype will win the Game of Thrones?
By Alexandre Thomas, Director, Kantar Added Value UK. Game of Thrones’ 7th season premiered on July 16 and made history, once again, by dominating the ratings and the headlines. But is the success of Game of Thrones owed solely to the thrilling twist-and-turn filled story? At Kantar Added Value, we think not. Rather, we think the […]
Continue readingMore TagTop four ways brands can win with a political stance
Trump. Brexit. The refugee crisis. Franco-German calls for European unity. Ongoing terrorist atrocities. Russian involvement in the US elections. The referendum in Turkey. The rise of Populism. It’s been an intense year for global politics, with political, social and ideological differences reaching boiling point. In the midst of a seismic change in global politics, marketers […]
Continue readingMore TagFive ways for brands to win with diversity and gender bias
In today’s cultural climate, it’s not a question of whether brands will contribute to important social conversations, but when and how. The ‘how’ all depends on the context in which a brand finds itself, its competitive set, and what kind of license consumers give it to speak credibly into the cultural moment. While the means […]
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