ARTICLES

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When less is more…

I recently met up with a former colleague, let's call him Rob, for a beer and a chat during one of his very rare moments of downtime in his busy travel schedule. Now Rob is the global marketing director for a brand that has launched into one of the most competitive...

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Marketing & The Art of Flyfishing

For my sins, I have been a fairly fanatical flyfisherman ever since moving to Jo’burg in the early 1990s.  Now, I had been fishing with my father since I was old enough to hold a fishing rod and have wonderful memories of days spent with him on various Eastern Cape...

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Global Brands: Standardisation or Adaptation?

Over the past decade or so we have seen an almost unprecedented expansion into new developing markets as China, the BRIC countries, South East Asia and Africa have all opened up to Western companies.  This global expansion has resulted in European and American...

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Global Brands: Advantages & Pitfalls

Technology, particularly transport and communications technology has made the world a far smaller, increasingly homogenised place.  Isolated communities, even those with little money to spare, have been made increasingly aware of products available in the wider world...

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On Strategy & Structure

In today’s incredibly competitive world, leadership teams seem to be pursuing operational effectiveness as their primary goal, very often in the absence of any real strategy.  One of the many ways in which they are attempting to reduce their operational expenditure is...

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Project Management: A Brief Guide for Brand Managers

Almost without exception, every brand manager will be required to manage at least one project during his or her tenure with a brand.  Projects can be large or small, simple or complex, important or entirely below the corporate radar.  Irrespective of how senior or...

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So what are you really selling?

So what are you really selling?  Simple enough question, I suppose, but often not an easily answered one for many organisations or brand teams.  In a past life I worked for a large organisation that provided business intelligence to the pharma industry.  Soon after I...

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The value proposition & positioning statement…

It has never ceased to amaze me that, in all the companies I have consulted into over the past 6 years (and most of them are leading players in their fields), I have never seen anyone within the brand teams developing, using or even revisiting a value proposition &...

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Introduction to Blue Ocean Strategy: Execution Principles

As discussed in the two previous articles, Blue Ocean Strategy (BOS) has been with us in its formalised state since 2004 and since then it has been much talked about, often idealised and sometimes maligned.  One thing that is very difficult to argue with, however, is...

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