Brands of the year

Information provided by Idea Engineers’ Janice Spark

The Winners......

Outsurance

Outsurance has featured as a premier South African brand for several years running now. And the brand that shook up South African insurance is undeniably still a ground breaker.

To illustrate - the Outsurance “helping SA out campaign” is a pioneering effort that takes full cognisance of South Africa’s very fluid socio political context.

The blend of conventional mass market advertising and Corporate Social Investment places Outsurance beyond most local brands as a demonstrably committed and relevant corporate citizen.

Instead of spending money on promoting good intentions, the brand publicises on the ground community work. It’s an unbeatable combination that will surely be mimicked more and more in years to come as other local brands finally pick up on the power of getting involved.

runner’s up are…

SABMiller

The heavy beverage hitter continues to perform well, and was particularly strong in its handling of the Amstel crisis.

Metro FM

Now that YFM has settled into a more modest brand reality than its first five years would have suggested, Metro has re-established its identity as a brand relevant to everyday South African lifestyles.

The Not So Hot…

Eskom

The Eskom brand has been a disaster story throughout 2007. With massive rate hikes on the way, to accompany ongoing promises of more rolling black outs, Eskom has already laid a good foundation to take the worst South African brand of 2008 spot.

Standard Bank

Uh oh…Standard Bank have proved definitively that back tracking on sweeping brand promises is not a good idea. You can be as committed, motivated and involved as you like, but when you promised Simpler, Better and Faster, consumers expect you to stick to your guns. It’s a safe bet that the South African public is still chuckling sardonically at the new pay off line almost every time it appears.

To check out the full article: http://www.itnewsafrica.com/?p=562