Today, technology and fashion brands have become more prominent than the brands most of us grew up with or still use every day – how has this become the case? THOMAS OOSTHUIZEN, Global Consulting Director at Acceleration, delves into the theory behind this.
We know strong and differentiated brands drive revenue, profit margin and shareholder value growth. Apple, Google and Facebook are three recent examples of this.
Yet, overall, brands have declined in stature over the years. At least many brands are under threat. Just consider how traditional brands are now lagging in the annual BrandZ (WPP) survey of top global brands. Today, technology and fashion brands have become more prominent than the brands most of us grew up with or still use every day.
There are several reasons for this:
Low growth in many industries which led to the consolidation and rationalisation of brands. Brand efficiencies across manufacturing, logistics, technology and marketing have become key drivers for success. This means differentiation and consumer value proposition discussions now often take the back seat.
The commoditisation of many industries and brands. This is evident in the decline of margins in many industries and an increase in the number of price sensitive consumers. Consumers knowing they can get a “good deal” if they shop around online, which reduces the impact of brands. Also, because social media make brand comparisons between friends easy, it further reduces the impact of brands.
The result is that consumers are no longer that loyal to brands. Even within emerging markets – once seen as (new) positive momentum for brand stature – the consumers go through a fast learning curve enabled by technology.
The empowerment of the consumer – and the availability of information on brands as well as endorsements (or criticism) by other consumers or trusted independent advisors. This undermines simplistic and “un-true”/ “half-true” statements by brands, further eroding differentiation. Outside of brands that are very emotional, like watches and fashion, it is not easy for brands to justify margins if they are the same as other brands.
Perceptually, a decline in brand differentiation in many industries, notably in financial services, telecommunications, retailers, media, ISP’s, automotive, energy, utilities and airlines. Whilst there are exceptions, the vast majority are perceived as “so-so”. Consumer research has seen this decline over a period of years: consumers view these brands as more and more similar.
Parity of product and service quality. Most brands are simply similar in how they deliver to consumers. This may partly be as a result the notion of benchmarking – pursued by most corporates at some point – which essentially made the business foundation of brands the same within the same product or service category. The same technologies being available to all have also played a role in this, i.e. telecommunications companies.
Yet, one of the key issues that face brands – it has started very subtly but is about to accelerate, is the issue of dis-intermediation. Largely enabled by digital technology.
In more and more instances, the interface between consumers and brands has declined to a level where it will be hard to regain the high ground.
The most obvious place for this is comparative websites that compare offers from various brands to select the one most suitable for a given consumer. This is rife in banks, insurance, travel, consumer goods, etc.
Another example, the bank account and the bank that is debited at the end of an Amazon transaction, is less evident than when we physically took our cheque books out to pay accounts, do online banking or use a credit card in a store. We may not even remember what account is linked to what transaction anymore.
Similarly, the telecommunications service provider is far less salient when I use Facebook, LinkedIn, WhatsApp, Messenger, iTunes and any one of a given number of brand applications. Or when I use an independent retailer to top-up airtime. Whereas with voice and sms the service provider was clear, it is no longer as clear in the sheer number of hours spent on a device doing other things. This is until such time as the brand does not deliver (bad call quality, slow data speeds, coverage issues) – and then the trigger is negative.
Even in entertainment media and content per se, parity has started. We will be watching a program not knowing whether it was produced; aired or streamed through Sky, the BBC, Amazon Prime or Netflix.
The airline I may eventually use when booking through Xpedia; the hotel through Booking.com; the brand of fridge I buy through Amazon.com, even the backpack or shirt I buy online.
We know that new brands that offer simple, direct solutions (Uber, Airbnb) are – contextualising the competitive space for consumers. Hence in salience, they define different solutions amongst new groups of consumers. This may mean for younger consumers, some older brands will never take-on the significance they once had. To change this will require hard work by brands. Some industries – as a result – are under enormous threat, notably telecommunications, retailers and banks.
Yet, there is hope!
Simply considering the recent launch of the new Tesla smaller and cheaper electric car, differentiation still works if it is substantiated and credible. Yet, there is a window within which a brand needs to either redefine itself or create a new brand that will cannibalise it.
Bottom-line, don’t wait too long! Once a brand decline starts to accelerate beyond a certain level, it takes serious executive time and resources to correct – and the outcome is not guaranteed
Prepare your cam to capture the Blood Moon
On 27 July 2018, South Africans can witness a total lunar eclipse, as the earth’s shadow completely covers the moon.
Also known as a blood or red moon, a total lunar eclipse is the most dramatic of all lunar eclipses and presents an exciting photographic opportunity for any aspiring photographer or would-be astronomers.
“A lunar eclipse is a rare cosmic sight. For centuries these events have inspired wonder, interest and sometimes fear amongst observers. Of course, if you are lucky to be around when one occurs, you would want to capture it all on camera,” says Dana Eitzen, Corporate and Marketing Communications Executive at Canon South Africa.
Canon ambassador and acclaimed landscape photographer David Noton has provided his top tips to keep in mind when photographing this occasion. In South Africa, the eclipse will be visible from about 19h14 on Friday, 27 July until 01h28 on the Saturday morning. The lunar eclipse will see the light from the sun blocked by the earth as it passes in front of the moon. The moon will turn red because of an effect known as Rayleigh Scattering, where bands of green and violet light become filtered through the atmosphere.
A partial eclipse will begin at 20h24 when the moon will start to turn red. The total eclipse begins at about 21h30 when the moon is completely red. The eclipse reaches its maximum at 22h21 when the moon is closest to the centre of the shadow.
David Noton advises:
- Download the right apps to be in-the-know
The sun’s position in the sky at any given time of day varies massively with latitude and season. That is not the case with the moon as its passage through the heavens is governed by its complex elliptical orbit of the earth. That orbit results in monthly, rather than seasonal variations, as the moon moves through its lunar cycle. The result is big differences in the timing of its appearance and its trajectory through the sky. Luckily, we no longer need to rely on weight tables to consult the behaviour of the moon, we can simply download an app on to our phone. The Photographer’s Ephemeris is useful for giving moonrise and moonset times, bearings and phases; while the Photopills app gives comprehensive information on the position of the moon in our sky. Armed with these two apps, I’m planning to shoot the Blood Moon rising in Dorset, England. I’m aiming to capture the moon within the first fifteen minutes of moonrise so I can catch it low in the sky and juxtapose it against an object on the horizon line for scale – this could be as simple as a tree on a hill.
- Invest in a lens with optimal zoom
On the 27th July, one of the key challenges we’ll face is shooting the moon large in the frame so we can see every crater on the asteroid pockmarked surface. It’s a task normally reserved for astronomers with super powerful telescopes, but if you’ve got a long telephoto lens on a full frame DSLR with around 600 mm of focal length, it can be done, depending on the composition. I will be using the Canon EOS 5D Mark IV with an EF 200-400mm f/4L IS USM Ext. 1.4 x lens.
- Use a tripod to capture the intimate details
As you frame up your shot, one thing will become immediately apparent; lunar tracking is incredibly challenging as the moon moves through the sky surprisingly quickly. As you’ll be using a long lens for this shoot, it’s important to invest in a sturdy tripod to help capture the best possible image. Although it will be tempting to take the shot by hand, it’s important to remember that your subject is over 384,000km away from you and even with a high shutter speed, the slightest of movements will become exaggerated.
- Integrate the moon into your landscape
Whilst images of the moon large in the frame can be beautifully detailed, they are essentially astronomical in their appeal. Personally, I’m far more drawn to using the lunar allure as an element in my landscapes, or using the moonlight as a light source. The latter is difficult, as the amount of light the moon reflects is tiny, whilst the lunar surface is so bright by comparison. Up to now, night photography meant long, long exposures but with cameras such as the Canon EOS-1D X Mark II and the Canon EOS 5D Mark IV now capable of astonishing low light performance, a whole new nocturnal world of opportunities has been opened to photographers.
- Master the shutter speed for your subject
The most evocative and genuine use of the moon in landscape portraits results from situations when the light on the moon balances with the twilight in the surrounding sky. Such images have a subtle appeal, mood and believability. By definition, any scene incorporating a medium or wide-angle view is going to render the moon as a tiny pin prick of light, but its presence will still be felt. Our eyes naturally gravitate to it, however insignificant it may seem. Of course, the issue of shutter speed is always there; too slow an exposure and all we’ll see is an unsightly lunar streak, even with a wide-angle lens.
On a clear night, mastering the shutter speed of your camera is integral to capturing the moon – exposing at 1/250 sec @ f8 ISO 100 (depending on focal length) is what you’ll need to stop the motion from blurring and if you are to get the technique right, with the high quality of cameras such as the Canon EOS 5DS R, you might even be able to see the twelve cameras that were left up there by NASA in the 60’s!
How Africa can embrace AI
Currently, no African country is among the top 10 countries expected to benefit most from AI and automation. But, the continent has the potential to catch up with the rest of world if we act fast, says ZOAIB HOOSEN, Microsoft Managing Director.
To play catch up, we must take advantage of our best and most powerful resource – our human capital. According to a report by the World Economic Forum (WEF), more than 60 percent of the population in sub-Saharan Africa is under the age of 25.
These are the people who are poised to create a future where humans and AI can work together for the good of society. In fact, the most recent WEF Global Shapers survey found that almost 80 percent of youth believe technology like AI is creating jobs rather than destroying them.
Staying ahead of the trends to stay employed
AI developments are expected to impact existing jobs, as AI can replicate certain activities at greater speed and scale. In some areas, AI could learn faster than humans, if not yet as deeply.
According to Gartner, while AI will improve the productivity of many jobs and create millions more new positions, it could impact many others. The simpler and less creative the job, the earlier, a bot for example, could replace it.
It’s important to stay ahead of the trends and find opportunities to expand our knowledge and skills while learning how to work more closely and symbiotically with technology.
Another global study by Accenture, found that the adoption of AI will create several new job categories requiring important and yet surprising skills. These include trainers, who are tasked with teaching AI systems how to perform; explainers, who bridge the gap between technologist and business leader; and sustainers, who ensure that AI systems are operating as designed.
It’s clear that successfully integrating human intelligence with AI, so they co-exist in a two-way learning relationship, will become more critical than ever.
Combining STEM with the arts
Young people have a leg up on those already in the working world because they can easily develop the necessary skills for these new roles. It’s therefore essential that our education system constantly evolves to equip youth with the right skills and way of thinking to be successful in jobs that may not even exist yet.
As the division of tasks between man and machine changes, we must re-evaluate the type of knowledge and skills imparted to future generations.
For example, technical skills will be required to design and implement AI systems, but interpersonal skills, creativity and emotional intelligence will also become crucial in giving humans an advantage over machines.
“At one level, AI will require that even more people specialise in digital skills and data science. But skilling-up for an AI-powered world involves more than science, technology, engineering and math. As computers behave more like humans, the social sciences and humanities will become even more important. Languages, art, history, economics, ethics, philosophy, psychology and human development courses can teach critical, philosophical and ethics-based skills that will be instrumental in the development and management of AI solutions.” This is according to Microsoft president, Brad Smith, and EVP of AI and research, Harry Shum, who recently authored the book “The Future Computed”, which primarily deals with AI and its role in society.
Interestingly, institutions like Stanford University are already implementing this forward-thinking approach. The university offers a programme called CS+X, which integrates its computer science degree with humanities degrees, resulting in a Bachelor of Arts and Science qualification.
Revisiting laws and regulation
For this type of evolution to happen, the onus is on policy makers to revisit current laws and even bring in new regulations. Policy makers need to identify the groups most at risk of losing their jobs and create strategies to reintegrate them into the economy.
Simultaneously, though AI could be hugely beneficial in areas such as curbing poor access to healthcare and improving diagnoses for example, physicians may avoid using this technology for fear of malpractice. To avoid this, we need regulation that closes the gap between the pace of technological change and that of regulatory response. It will also become essential to develop a code of ethics for this new ecosystem.
Preparing for the future
With the recent convergence of a transformative set of technologies, economies are entering a period in which AI has the potential overcome physical limitations and open up new sources of value and growth.
To avoid missing out on this opportunity, policy makers and business leaders must prepare for, and work toward, a future with AI. We must do so not with the idea that AI is simply another productivity enhancer. Rather, we must see AI as the tool that can transform our thinking about how growth is created.
It comes down to a choice of our people and economies being part of the technological disruption, or being left behind.