The Brand BookThe Brand Book: how to launch a profitable brand fast, efficiently and effectively (Stonebridge) Given the ever-increasing importance of marketing, The brand book is an invaluable marketer's tool and an ultimate guide to marketing and brand management. It covers challenges faced by most company executives and marketers today, by outlining a new 'how-to' approach with easy-to-follow illustrated examples. Key features include: How to build and manage brands; identifying new opportunities for brand growth; techniques for launching new brands and ensuring their success; discussing marketing return on investment (ROI) - a first in this regard.
BrandWealth MonographBrandWealth monograph, published 2011, “How to maximise brand wealth” – a monograph about how brands come of age in the 21st century.
Strategic Magazine Articles
The IMM Journal of Strategic Marketing is the publication of the Institute of Marketing Management (IMM) of South Africa and is published five times a year. The emphasis is on high-level, thought-leadership content that is well-researched and presented in a serious and sober fashion, as befits an academic-based, professional organisation. Dr. Thomas Oosthuizen has been a regular contributor over the years.
Differentiate and adapt – or be mediocre and commoditised
Business Strategy: The slow change from consolidation to disruptors and innovators
Brand Fragmentation: Is business, consumer and brand fragmentation the new strategic paradigm?
When brand awareness is not enough
Most marketing does not work
Brand success is all in the delivery
Concept branding - transcending the boundaries of a category
Brands must look back to move forward
How should marketers actually define their brands?
Why SA marketers are not 'getting' social media
Loyalty programmes: There's no point in putting lipstick on a gorilla
"Innovative" companies: Not walking the talk
We've got it all wrong: Data vs Marketing
Innovation imperatives: Radical thinking and company culture
Go digital or die
Brands cannot rely on traditional advertising.
By Hanna Ziady, Moneyweb, 5 May 2015
24 March 2014