In the recent past, you where either considered an outside or indoor fitness person. With indoor fitness mainly associated with regular big brand gyms, where one gained a gym membership to have access to the fitness machinery provided in these facilities. For the mass market and society it meant two things: 1) Less access to...Continue Reading
We are so caught up in the name consumer that we only see people through the lens of goods and services. A consumer is defined as a person who purchases goods and services for personal use. The big question is when those people are not purchasing goods and services then what are they up to?...Continue Reading
TrendER Insights now welcomes thought leaders in the marketing, advertising and consumer insights industry to share their original and exclusive pieces. Email: contributions@trender.co.za With a short bio, a picture and 300-600 word piece. Well-considered contributions will be published. Please note: TrendER Insights is a consumer insights research agency, our platform is therefore independent and objective...Continue Reading
Message adaptation and an idea concept are completely different disciplines. The reality is that most marketers live in a channel-first world. Often when a brief comes in from the client into the agency, the brief already has a set of media recommendations with budget allocated around each media set. The power of an idea in...Continue Reading
A while ago, I came across a fantastic story called ‘Squidward’s Suicide’; a hauntingly realistic tale about an intern’s horrific experience with what can only be described as a very ‘off’ episode of Spongebob Squarepants. Squidward’s Suicide is a creepypasta: a scary story that floats around the web; getting pasted from forum to forum. Many...Continue Reading
Watch survey video here: Respondents highlighted that society does not recognise the successful Black man by his individual merits, hard work and passion; but believes that their success was enabled by another or a result of criminal activity. A typical modern successful man is still not given the credit that they deserve but instead have...Continue Reading
The TM3 (TrendER Mass Market Model) The black market is not as homogenous as we would like to think We have not had a lot of methodologies that guide us into understanding this market and have therefore relied on Living Standards Measures alone as the basis of our communication. The “Black market” in its...Continue Reading
Understanding the dynamics of our emerging market South African is an emerging market and therefore means that we need to understand that it is a constantly evolving market. New opportunities create new experiences, these new experiences create new lifestyle habits and therefore you are dealing with an ever changing consumer mindset as the country progresses....Continue Reading
We, as communication strategists, often get drowned by our own jargon, statistics, consumer mapping and landscapes that we forget that the very essence of being an effective communication strategist is to bring in a consumer’s perspective to the advertising agency. Our purpose is to find effective ways in which to create the right positioning platform...Continue Reading
The term “Glocal” has been a buzz word in the marketing world for some time. A combination of the words “Global” and “Local”, used to describe global brands entering new markets by using local societal norms to gain relevance and resonance with the new consumers in these communities, in order to attain brand success within...Continue Reading
