Doing great work in boom times is one thing, but it’s the downswing that really tests a brand’s mettle. 2011 featured a range of notable brand performances, and a predictably lengthy list of failures. The basic rule of brand success remained in place throughout the year, however — those who kept the hype to a minimum, and focused on delivering a quality experience, inevitably came out on top.
Brand Winners 2011
Coca Cola
125 years on and the Coke brand is still rock solid.
In May 2011 Coca-Cola South Africa invited employees, customers and business partners to share in 125 years of making a meaningful difference in communities. The brand funded community grants totalling R1.25-million for initiatives that align with its Live for a Difference sustainability priorities: water stewardship, recycling, entrepreneurship, HIV/AIDs and nutrition and well-being.
Coke remains the definitive global power brand and the evidence of its success is, as usual, found in a powerful local presence.
FNB
FNB have excelled in their communication throughout 2011.
From their radio ads through to the banking functionality they offer customers through to their nimble social media presence, they appear at all times to be on top and in charge. The FNB message was clear and delivered very well, through word and deed. FNB say that they improve the banking experience. There aren’t too many people arguing with them at this stage.
SARS
SARS have added a new word to the South African tax lexicon. Yes, a whiskey brand may have played with “eish” first, but it’s SARS who have really made it stick. Tax payers have been delighted to find out that they can take the “eish” out of tax-eish-ion. This nifty piece of communication reinforces SARS’ long term drive to eliminate the frustration tax payers experience when filing their annual income tax returns.
MTN Golden Lions
Last year the Golden Lions were no hopers who couldn’t get 5000 people into Ellis Park. In 2011 they packed the stadium as they won the Absa Currie Currie Cup final for their first home final win in 61 years. They could teach a few other South African sporting brands a thing or two.
Santam — The real McCoy
Santam has found a simple and clever way to demystify insurance with a clear message: insurance brands can look like the real thing, but that might not be enough. The big reveal has left consumers feeling strangely satisfied and rewarded. As long as they don’t force Ben Kingsley onto local screens for too long, Santam should be congratulated for achieving where many other insurance brands have failed.
Article continues on page two: 2011’s biggest brand losers; Juju take a bow…
