Articles

2014 is a going to be a roller-coaster of a year. There are huge opportunities for brand growth across the continent, the chance to showcase local design to global audiences and connect with consumers on issues that really matter to them. But we’re also confronting a volatile currency and increasing technological disruption. Marketers will need to work hard to capture attention and earn love for their brands.

It may not have been that obvious to begin with, but now it seems inescapable fact: the discipline of brand building is establishing itself solidly and firmly. Over the last decade, companies have increasingly incorporated brand strategies and invested resources in establishing and sustaining brand identities.

2014 will see the collaboration trend even more accelerated. The power of collaboration has always been bandied about but not necessarily put in practice. The seemingly “nice to have” and soft approach to business is going to prove more as a business imperative that gives a competitive edge.

The election of Ivan Moroke, CEO of TBWA\Hunt\Lascaris, as chairman of the Brand Council of South Africa (BCSA), will mark a new drive for the body to position itself as a primary player that is adding value, educating and connecting people across all sectors involved in creating and building brands.