Online Brand Communication

What criteria do global consumer brands use for deciding on regional websites?

While preparing material for my guest presentation to MBA's of Gordon Institute of Business Science (GIBS) in May this year, I discovered to my surprise that KFC does not have a South African website! On visiting the brand's global website I found its content...

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Why are Brand Marketers underutilizing the Internet as a communication medium?

  I often hear Brand Marketers of mainstream FMCG brands say that their core consumers are not Internet savvy, and thus these brands do not need to build an online presence. I wonder if this is indeed true, or is it just a smoke-screen. Brand Marketers do...

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Have digital media lead to increased brand promotion durations?

Duration of average FMCG brand promotions has recently increased, from the maximum 3 months to 5-6 months. There was a view 2-3 years ago that promotions have shelf life and that the wear-out value increases after 3 months. However, recently promotions run for longer, mainly...

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Why are business websites run by IT departments?

A friend told me about a month ago that his company’s B2B website is not fully optimized because the company CEO gave a directive not to spend too much money on developing it....

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