Too often, organisations view the customer journey map as a static product of the marketing department. Something that’s created, mailed to all stakeholders, and then which serves as an ongoing and unchanging North Star; a gospel truth around which all...
Originating from the world of marketing, customer-driven strategy is often thought of in terms of branding, communications, and other marketing-specific terms, but the reality of strategy means that it should always be thought of with a bigger-picture view than that....
With the braai fires dying down from Heritage Day here in South Africa, and with Heritage Month almost behind us, we at Interact RDT wanted to take a moment to talk about an element of corporate identity that doesn’t get enough attention: heritage branding. What is...
Whether you’re in the process of developing your brand or corporate identity (CI), you already know how easy it is to get it wrong. Possibly because you’ve not researched the audience you’re crafting an identity to serve, or because your brand is not consistently...
In our last article, we talked about a couple of examples of brands making huge missteps with their corporate identities. One would think that large, well-established brands would know better than to make such mistakes, but as it turns out, many brands are simply bad...
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