Page 4 - Strategic Marketing Complete

Journal of
STRATEGIC

MARKETING EDITOR’S LETTER

MARKETING THE FUTURE

EDITOR Natalie Watermeyer he Journal of Strategic Marketing is evolving, with a new
natalie@stonesoup.co.za look and feel and a different approach to content. This is
designed to inspire IMM Graduate School alumni and anyone
specifically interested in the issues surrounding marketing,
DESIGN AND Darren Rosenberg business and the supply chain.
LAYOUT darren@ideadesign.co.za
We’ve set out to inform young marketers entering the industry and
PROjEcT Michelle Pretorius established experts alike, with information on varied approaches
MANAGER michelle@ideadesign.co.za
to marketing; the latest research to come out of leading research
firms; and insight from those who have successfully navigated the
ADvERTISING Barbara Spence marketing landscape. And because marketing is all about people,
SALES Avenue Advertising we’ve interviewed some of the inspiring characters making their
barbara@avenue.co.za
mark on the local and global scene.
PUBLISHER Sandra Gordon
sgordon@stonesoup.co.za Meet the CMo
In this issue, meet Khensani Nobanda, Group Executive for
Marketing and Corporate Affairs at Nedbank. First and foremost,
marketers in the banking industry need to address the gap between
expectation and reality, she says; it’s critical that banks live their
brand positioning, as this gap is the biggest reason that banks tend
to be mistrusted by consumers.

Trust is an issue that is increasingly coming to the fore, whether
it be with regards to the use of personal information collected
www.imm.ac.za online; the quality of content being shared on social media and
the credibility of the media as a whole; or the ability of a brand to
deliver on its promises.
cHIEF Charmaine du Plessis
MARKETING Charmained@immgsm.ac.za
OFFIcER Trust is one of the reasons that consumers turn to influencers for
advice when solving problems, choosing products, or seeking out
new experiences. As Jeanne du Plessis, Communications Lead at
EXEcUTIvE Angela Bruwer Procter & Gamble, Southern Africa notes on page 21, paradoxically,
AcADEMIc angelab@immgsm.ac.za “the more reach an influencer has, the less influence they directly
HEAD
have on decision making” – because successful influencer
marketing is not just about numbers, it’s about credibility and
Journal of Strategic Marketing is published quarterly and
distributed to a data base of IMM Graduate School Alumni, authenticity.
leading marketers and business people in South Africa and
Africa.
building brands
Should you wish to lift and material from the publication When it comes to building brands, few companies have been as
please liaise with the Publisher beforehand successful as Apple. On page 28 Jeremy Sampson, Executive
www.immgsm.co.za
Director of Brand Finance Africa, considers just how Apple has
IMM Graduate School managed to make itself the market leader that it is today.
IMM Graduate School
@IMM_GSM So, there’s plenty to think about in this issue. Going forward, we’ll be
publishing two print issues and two digizines of Strategic Marketing
imm_graduate_school
annually, with both of the print issues also appearing online, to
Disclaimer
ensure that the magazine is easily available to readers across
Although every effort is made to ensure that the contents Africa.
of this publication are accurate and legitimate no guarantee
is given. Views and opinions expressed, made or implied
are those of the authors unless clearly stated as being the Feedback
Publisher’s. The responsibility lies with readers to verify any To all IMM alumni – and other readers – we want to hear from you!
representations, claims and offers made by advertisers in
advertisements that appear in this publication. Any objections If you have feedback, articles you’re interested in submitting, or
or claims should be referred to the advertiser concerned. The suggestions regarding content, let us know by sending an email
publishers, owners, staff, distributors and associates of this to the IMM Graduate School’s CMO, Charmaine du Plessis at
publication will not be liable in any way for claims arising
from its contents. charmained@immgsm.ac.za.

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