Now more than ever, brands are weighing in on trending topics and chasing “social currency”. But in 2021, is this a choice or a given? The most recent FM Redzone discussion, moderated by Arye Kellman, chief creative officer at Tilt, put the spotlight on how modern culture drives brand communications and the demand on agencies and brands to connect to culture if they want to engage meaningfully with their customers.
Wanda Mkhize, executive for smart home and content at Telkom, pointed out that technology and digital marketing are allowing brands to engage more authentically with their customers. Marketers, she said, need to understand the customer experience and meet a need when designing appropriate products and services. “Don’t be afraid to make mistakes,” she said, quoting a Telkom leadership maxim that there is nothing wrong with failing – but fail fast...
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