TOAST – it's ghoulicious 
Fresh Toast

The state of brand content

By Louis Eksteen

As a hybrid marketing agency, we try and keep our finger on the pulse of modern marketing developments. Brand content is of special interest, because content marketing seems to be accelerating in importance in marketing strategy rooms around the world.

To start, our understanding of brand content is that brands and indeed companies can and should create their own content and publish on their ow platforms. In this way brands become less dependent on external media for communication. It must also be said that we do not see brand content as replacing outbound communication through external media. Brand content is in addition to, not instead of.

Lately we've been thinking about what 2015 holds in store for brand content marketing. In summary, it seems as if the creation of brand content is set to grow rapidly next year.

Here are five important brand content trends for 2015.

1. Brand content marketing is marketing

Brand content marketing is becoming increasingly intertwined with marketing itself. Brand plans not mentioning content are becoming extinct. (Here are some predictions of what's in store for marketing in 2015.)


2. Native advertising needs brand content

As the practise of using native advertising grows on digital platform, so does the need for brand content. The reason is that native advertising by definition is content-drive. To be most effective, native should thus be firmly rooted in brand content communication. (There are perceived differences, see here, but I believe native and content marketing will increasingly have more in common.)

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Expresso

Word of mouth rules

By Kim Browne

The power of word of mouth is something I’ve been reminded of again recently. You have a need and there’s almost always someone who knows someone who can help you.

Whether you’re looking for a casual restaurant for an impromptu lunch in Umdloti (Karibu Nursery is a great venue, recommended to me by the girls in my sister-in-law’s book club), or someone to supply bespoke wine box packaging for Xmas, or branded ready-made, stick-on wax seals – someone will always know someone. Word of mouth will deliver a good option or two.

Word of mouth endorsement from someone you actually know (and trust) carries more weight than a random person. However, if the person has a known name and face, you’ll probably assign more credibility to a recommendation than anonymous, no name references.

So a good reputation, built over time that has people saying the right things about your business, or even recommending you, will get a foot in the door. But what happens after that is all about experience and relationships. If it’s good, it works like compound interest – more people, suggesting your services more often. Score!

We’ve had some interesting business leads to explore this month that have come about as a direct result of word of mouth. 

 

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On the Flipside
Twisted Toast was recently commissioned to create a brand new website for Hearts of Hope – a children’s home based in Wendywood which currently cares for 28 orphaned and vulnerable children aged between birth and 18 years old. We aim to take the new website live on the 10th of November, which is World’s Orphans Day. We have also decided to name Hearts of Hope as our charity of choice. If you would like to help with any cash donations, monthly pledges, volunteering or fundraising please contact them on
082 458 2677 (Deborah van Dongen) or 083 444 8475 (Brenda Wortley) or at info@heartsofhope.org.za. Let’s help them give children back their childhood!

Hearts of Hope is a Public Benefit Organisation (PBO) and will supply corporate sponsors with Section 18A Tax Exemption certificates.
The Bottom Line Recent work

New website for Chartered Wealth Solutions


Twisted Toast’s very first job was to create a new website for our inaugural client Chartered Wealth Solutions. Three years later, we were tasked with re-designing the website for their rapidly expanding business. Check it out here
Did you know it's Christmas? 
Annoyed by Xmas creep? The term refers to the merchandising practice whereby retailers exploit the commercialized status of Xmas by moving up the start of the holiday shopping season. It’s not a new phenomenon though, the term was first used more than 30 years ago in the mid-80s. The official Xmas season begins with Advent between November 27 and December 3 and lasts through Christmastide, which officially starts December 25 and lasts 12 days. Every year, the Xmas season gets bumped up to an earlier time so that retailers have more time to sell. Source: wikipedia.org
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