Brand Barometer Survey reveals there is still work to be done
The fourth annual Brand Barometer Survey, conducted on behalf of Brand Council SA (BCSA) by Columinate, has revealed that the brand marketing industry is still not being taken seriously at board level because it is perceived to be focusing more on creativity than on business results.The survey assesses the state of brand marketing in SA across various areas, highlighting the industry’s strengths and weaknesses.The key findings focused on a number of issues, including the fact that though the quality of talent joining the industry has largely improved, once new people are in the industry there is a distinct lack of training and development. Therefore, talent development and transformation must become a focus for industry players if the industry is to create effective solutions.When it comes to transformation, the survey revealed that the majority of the industry doesn’t understand the BBBEE marketing, advertising & communication (MAC) charter – a state of affairs that will have to ch...
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