Give us a kiss!
SIMPLICITY AND CONSTANT innovation are at the core of three tips for brand owners that come out of research commissioned by Ads24, a space-selling arm of the Media24 group:
Constantly reinvent new creative brand personalities for a diverse market.
The KISS principle: Keep it simple, stupid! Guard against complex product offerings; simplicity is the key differentiating factor in buying decisions. Consumers prefer to engage with brands that fit neatly into daily routines.
Ensure customer loyalty by providing updated brand information throughout the life cycle of the product.
“The results of this research (conducted by Ask Afrika) should revolutionise the way brand owners approach their markets,” says Ads24 marketing services manager Dustine Tobler. Ten “truths descriptors” characterise the needs and motivations of today’s consumer: connectedness to like-minded people; happiness and joy; well-informed; small indulgences in tough times; simplicity; respect for diversity; quality of life; value rather than price; and national pride.
And remember the Lao-tze principle: “If I keep from meddling with people they take care of themselves; if I keep from preaching at people they improve themselves; if I keep from imposing on people they become themselves.”