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Bogosi Motshegwa

Strategic Planner at The Creative Counsel
Location:Johannesburg, South Africa

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Bogosi Motshegwa is a strategic planner for The Creative Counsel. He specialises in, but is not limited to, brand and communication strategy...
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Brand building is a process of creating magic

Brand building is not a rational process. It is a process of creating magic. Magic has no logic. Put rationale to magic, and it is no longer magic, but a process of systemic steps

By Bogosi Motshegwa 4 Oct 2017

What does it mean to be 'cool' and 'relevant' in brand building?

Brands across the board, especially SA brands, are failing dismally at being relevant, particularly when it comes to the so-called millennials (pursuing this target segment does not automatically make your brand 'cool' or 'relevant')

By Bogosi Motshegwa 14 Jun 2017

Find black actors. Hit the music. Dance. You've got your advert!

Black people dancing in adverts has graduated from being a creative expression derived from a weak observation that was camouflaged as an insight, to what is now a very popular creative device or template

By Bogosi Motshegwa 5 Apr 2017

Should Kia Picanto tow onto Lamborghini?

Q: Social listening simplified and amplified: How often does it happen that a brand gets to observe what people are actually saying about their brand

By Bogosi Motshegwa 22 Mar 2017

The future of advertising

I wish I had a magic wand to foresee the future and be able to plan ahead. That would be nice, wouldn't it? For me at least. But, fortunately sometimes, to predict the future, it only requires a closer look at the present and some past occurrences…

By Bogosi Motshegwa 11 Jan 2017

How to build authentic loyalty

In my previous article about loyalty, a reader by the name of Tasneem in the comment section of the same article (These customers ain't loyal Or are they?) asked for some sort of guideline to building or creative authentic loyalty

By Bogosi Motshegwa 3 Nov 2016

These customers ain't loyal... Or are they?

Can people buy from you consistently, but not out of loyalty? It is possible that you may be selling services and/or products, business is booming but the majority of the transactions take place grudgingly

By Bogosi Motshegwa 12 Oct 2016

Technology has levelled the playing field

In today's world; there needs to be something deeper and probably less tangible that influences people's behaviour, attitude, decisions and most importantly; builds loyalty

By Bogosi Motshegwa 14 Sep 2016

Why brands miss their target market

How does a brand miss making a message or brand resonate with its target market or audience? It happens at the most critical aspect that is sometimes overlooked

By Bogosi Motshegwa 6 Jul 2016

Throw life into your deadlines (lifelines vs deadlines)

What is a deadline? A deadline is a description of a specific time and date or period (usually) set in the future

By Bogosi Motshegwa 8 Jun 2016

Brand identity - The Big Brand Theory

Brand is where it all begins

By Bogosi Motshegwa 18 May 2016

Who needs to solve problems that advertising agencies face?

By the nature of their business, essentially, advertising agencies' primary objective is to help solve business problems - at the heart of every single brief that gets into an agency is a business problem or challenge

By Bogosi Motshegwa 14 Apr 2016

Beyond the superficial knowledge - insights over observations

I'm convinced that advertising agencies and indeed marketers are struggling to make the distinction between an observation and an insight, particularly when it comes to the so-called 'black market'

By Bogosi Motshegwa 2 Mar 2016

Make your sponsorship work for your brand: Work at your sponsorship

Sponsorship is not about slapping a brand or logo next to another

By Bogosi Motshegwa 17 Feb 2016

Your brand's biggest asset - every single brand has one

In a frenzy to remain competitive or gain some sort of competitive edge, brands tend to lose sight of their biggest asset

By Bogosi Motshegwa 3 Feb 2016

The future of brand building - 2016 and beyond

Trends come and go. Essentially, trends tend to be urgent, but never really important. For example, tagging onto a trend makes you relevant as a brand is urgent, but creating a strong brand that is distinct is important

By Bogosi Motshegwa 27 Jan 2016

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