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

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