Does Marketing Deserve Its Budget?

There’s a problem in marketing and it seems to be getting worse: too many marketers have mistaken activity for achievement. Being efficient has triumphed over being effective. Seduced by a host of shiny new tools and techniques, marketing has lost sight of its strategic purpose – to create sales, protect margins, reinforce loyalty − and…

Social Impact: Why Brands Should Be Moving From ‘for Profit’ To ‘for Benefit’ Model

Besides being good for your brand, good social impact business practices are good for everybody! Social impact is more than just a catchphrase we hear bandied about on special days observed by the United Nations. Social impact is also no longer confined to non-governmental organisations (NGOs), non-profit organisations (NPOs) or even basic corporate social investment…

ASA: Oct 2019 Issue

EDITORIAL: BEING EXCEPTIONAL – GERINDA ENGELBRECHT We are bombarded with negative news all day long. We feel disgust and anger about the rising crime rates, the increase in brutal killings and violence against women. We feel angry when we see corporates and public sector companies mismanaging funds and some even fear for the future of…