GLOBAL AFRICAN BRAND AND REPUTATION
ARCHITECT, ADVISOR AND AUTHOR



Widely recognized, Ikalafeng
has been featured in various
media and frequently comments on
key industry issues and trends.

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Marketers Should Be Voices Of Consumers
Thebe Ikalafeng, Sunday Times Business Times, 2 April 2006

Marketers should focus on the impact their efforts make on the bottom line, rather than obsess about creative awards, brand awareness and attitudinal assessments. After 15 years of visiting SA to advise captains of industry, Professor Malcolm McDonald of Cranfield University lamented that "because South Africa has a lot of indigenous growth, many companies just need to get out of bed to make money, without bothering with understanding markets and customers". But, he cautioned, the days of marketers "with bouffant hairstyles and suede booties who think marketing is about promotions and advertising" are over. Marketing departments, he said, must be accountable to boards and investors on how they add value and measure success.

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