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How to build a 21st century brand

With the rise of the connected individual, marketers must re-think the way they build a brand to be future fit for the digital savvy consumers, writes CARMEN MURRAY, founder of Boo-yah!

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There are many challenges and opportunities as we chase the ideal way for brands to connect with consumers. I had a candid conversation with seasoned and award-winning marketing professional, Benjamin Schoderer who leads Digital for Yum! Brands in Africa on the KFC brand and was recently named “Marketer of the Year 2018” at the IAB Bookmarks in March.

Anna Vaulina, Head of the IAB SA Marketing Council adds, ”As the IAB SA we are extremely excited to have Benjamin and YUM! recognised for brilliant work in the digital space. As the South African digital advertising industry matures, it is exciting to see individuals like Benjamin championing the way brands use digital to meet their objectives in a way that engages and has a positive impact on their customers.”

I spoke with Benjamin about some of the challenges and opportunities for today’s brands.

How would you define a 21st century brand?

For me, it’s a brand that understands the 21st century consumer and how to engage a connected individual. If you understand the connected consumer you will be a connected brand.  You need to understand that behavioural patterns have changed and how this will impact your brand. For example, eating out and movies have evolved into Netflix and Ubereats. In my view, a 21st century brand is ready for this consumer and their demands, anytime, anywhere, on any device.

What are some of the biggest changes you have seen in the marketing landscape over the past 5 years?

First and foremost, the fact that digital has become a central part of marketing and business planning when it was just an afterthought only a couple of years ago.  When I first started at Vodacom in 2007, I joined a digital team of three which was part of the IT team looking after call centre systems. Today they are one of the most successful digital teams in the country and digital is at the heart of what they do, a really amazing journey. We are on a similar journey here at Yum! Brand and thus incredibly excited to have been named Digital Brand of the Year for the second year in a row at the 2018 IAB Bookmarks.

Another big change I’ve noticed, is the change of the Digital Media Landscape.  It has become so sophisticated and advanced and you can measure your objectives and what you want to achieve through audience insights, programmatic media buying and so on.

Digital has certainly grown up.

When I attended the IAB Summit in California earlier this year, I was amazed by the sheer amount of ad tech companies that exist as part of the digital ecosystem. In line with this, there seems to be a trend of the titles “Chief Digital Officer” and “Chief Marketing Officer” collapsing into a “Chief (Brand) Experience Officer” (or similar) type role. Business adapts to reflect the changes in the digital economy we find ourselves in.

We now live in the age of The Connected Individual.  It’s becoming more crucial not just to serve a physical product, but provide an individual brand experience. Tell us more about how you merge the Physical Product and the Digital Experiences for your customers?

First of all, the key experience for us at KFC is our food. We know that if our food is prepared correctly and eaten hot and fresh it really is finger licking good.

We then think about how we enhance this experience through technology or the environment we create around it, along the customer lifecycle.  We do a lot of work around the in-store experience and how do we enable a better service experience for instance. Another example of an exciting experience in our restaurants was the SoundBite Case Study and how we used music as a passion point to attract younger consumers.

Another important aspect is customer service, and enabling our staff with technology to improve the service they offer to our customers.

One of our partner markets created an Employee VR Education Program called the Escape Room.  This was particularly created to educate service staff on hygiene, preparation of food, and applying the service levels in virtual world and exposing them the KFC way of doing things.  See trailer here: KFC Virtual Training Escape Room.

What are the biggest challenges that marketers face, and what advice could you offer them to improve their marketing approach?

The whole marketing universe has just become very confusing and overwhelming for a lot of marketers.  There are so many new technologies being introduced to the market, new ways of targeting consumers and a lot of marketers tell me that they feel intimidated by this constant change.  The risk with that is that marketers tend to stick to what they know instead of exploring new opportunities for their brand or taking any risks.

We combat that at KFC by running several training programmes, often with our digital partners, so that our entire marketing team is comfortable navigating the digital advertising space.

Our customers are embracing this change, and as marketers, we need to be willing to explore and embrace these changes or we will be left behind.  My key advice to marketers would be and stay curious.  You really have nothing to lose, but so much to win. Just find the right fit for your brand to get you the results that you need.

Make budget available for experimentation. Be Brave, test it. If it doesn’t work, move on and try again.

In marketing, collaboration is key. What advice can you give marketers on choosing their partners to ensure the most abundant explosion of creativity and problem solving?

Surround yourself with experts that are right for your brand and with the skill sets that you need. I am not an expert at all digital disciplines (and there are a lot), but I am trying to surround myself with experts in these areas to help me do achieve my vision.

What I have learned is that you acquire your partners based on skills and experience and you retain them based on people and culture.

If there is chemistry, you can make magic happen.  We have built this amazing culture with our partners like Ogilvy and Mindshare, and we just click.  It’s also important to be able to have healthy debates and criticise ideas.  Trust your partners and ensure you are always aligned.

There is a saying: Garbage in, Garbage out.  How can we move away from generic briefs and inform our partners better for effective projects?

Know what you want, what you going to measure and know what success looks like.  Make sure you have strong insight into why people behave the way they do. Ask the question why over and over to match your product to the truth.  It’s a marketing fundamental.

Key takeaways:

1.     Adapt to Change

2.     Your brand is no longer just a product.  You need to augment your product with experiences

3.     All your staff, whether Head Office staff or service staff, should be exposed to technology and empowered to offer better service to customers

4.     Don’t stick to what you know

5.     Go for constant training to get Future Fit and be comfortable with the new

6.     Make budget available for experimentation

7.     Be curious and take risks

8.     Choose the right partners

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Cars

Auto rivals team up for connected car demo

Rivals BMW, Ford and Groupe PSA, maker of Peugeot and Opel cars, have teamed up with the 5G Automotive Association (5GAA), Qualcomm Technologies and Savari for Europe’s first live demonstration of C-V2X direct communication technology operating across vehicles from multiple auto manufacturers.

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The live demonstration also featured a live showcase of C-V2X direct communication technology operating between passenger cars, motorcycles, and roadside infrastructure. C-V2X is a global solution for vehicle-to-everything (V2X) communication in support of improved automotive safety, automated driving and traffic efficiency.

The demonstration exhibited the road safety and traffic efficiency benefits of using C-V2X for Vehicle-to-Vehicle (V2V) collision avoidance, as well as Vehicle-to-Infrastructure (V2I) connectivity to traffic signals and Traffic Management Centers (TMC). C-V2X was operated using real-time direct communications over ITS spectrum and demonstrated its ability to work without cellular network coverage, and underscores its commercial readiness for industry deployment as early as 2020. Superior performance and cost-effectiveness compared to other V2X technologies, along with forward-compatibility with 5G, make C-V2X direct communications a preferred solution for C-ITS applications.

Six demonstrations were shown including: Emergency Electronic Brake Light, Intersection Collision Warning, Across Traffic Turn Collision Risk Warning, Slow Vehicle Warning and Stationary Vehicle Warning, Signal Phase and Timing / Signal Violation Warning and Vulnerable Road User (pedestrian) Warning. The vehicles involved included two-wheel e-scooters provided by BMW Group, and automotive passenger vehicles provided by Ford, Groupe PSA, and BMW Group, all of which were equipped with C-V2X direct communication technology using the Qualcomm® 9150 C-V2X chipset solution.  V2X software stack and application software, along with roadside infrastructure, were provided by industry leader, Savari.

C-V2X is globally supported by a broad automotive ecosystem, which includes the fast growing 5GAA organization.  The 5GAA involves over 85 global members comprised of many leading automakers, Tier-1 suppliers, software developers, mobile operators, semiconductor companies, test equipment vendors, telecom suppliers, traffic signal suppliers and road operators.  

Cellular modems will be key to the C-V2X deployment in vehicles to support telematics, eCall, connected infotainment and delivering useful driving/traffic/parking information. As C-V2X direct communication functionality is integrated into the cellular modem, C-V2X solutions are expected to be more cost-efficient and economical over competing technologies, and benefit from accelerated attach rates.  C-V2X direct communication field validations are currently underway in Germany, France, Korea, China, Japan and the U.S.

C-V2X currently stands as the only V2X technology based on globally recognized 3rd Generation Partnership Project (3GPP) specifications, with ongoing evolution designed to offer forward compatibility with 5G.  C-V2X also leverages and reuses the upper layer protocols defined by the automotive industry, including the European Telecommunications Standards Institute (ETSI) organization. C-V2X includes two complementary transmission modes: 

  • Direct communication as shown in this demonstration for V2V and V2I use cases
  • V2N network communication, which leverages mobile operators for connectivity and delivers cloud-based services, including automated crash notification (ACN, as mandated by eCall), hazard warnings, weather conditions, green light optimal speed advisory (GLOSA), parking spot location, and remote tele-operation to support automated driving, to name a few.

“This demonstration builds on the successful C-V2X showcase we organised with our members Audi, Ford and Qualcomm in Washington DC in April, said Christoph Voigt, Chairman of 5GAA.

“We are excited to witness the growing momentum behind this life-saving technology and to see our members working together to deploy C-V2X, and to make it hit the road as soon as possible.”  

“The BMW Group introduced the first C-ITS use cases already in 2013 with the market introduction of the BMW i3. Today most of envisaged C-ITS use-cases are already institutionalized. With the implementation of C-V2X, the BMW Group accomplishes the last set of the puzzle with a practical path to C-ITS showing quick benefits,” said Christoph Grote, Senior Vice President Electronics, BMW Group. 

“With its ability to safely and securely connect vehicles, along with its evolution into 5G, C-V2X is integral to Ford’s vision for future transportation in which all cars and infrastructure talk to each other,” said Thomas Lukaszewicz, Manager Automated Driving, Ford of Europe. “We are very encouraged by preliminary test results in Europe and elsewhere which support our belief that C-V2X direct communications has superior V2X communication capabilities.”

“We’re moving forward with seamless communication between cars and their environment for enhancing road safety, as well as our customers’ safety,” said Carla Gohin, Group PSA’s Vice President for Research and Advanced Engineering. “Following the first European C-V2X direct communications demonstration we hosted with Qualcomm Technologies last March, we’re pleased to work with leading automotive and technology companies today to highlight that C-V2X interoperability is a reality.” 

“This demonstration of interoperability between multiple automakers is not only another milestone achieved towards C-V2X deployment, but also further validates the commercial viability and global compatibility of C-V2X direct communications for connected vehicles,” said Enrico Salvatori, senior vice president & president, Qualcomm Europe and MEA. “We look forward in continuing to work alongside leaders in the automotive industry, like the 5GAA, BMW Group, Ford, Groupe PSA and Savari, to help advance the automotive industry’s shift towards a safer, connected and more autonomous future.” 

“As one of the V2X pioneers, our company is extremely pleased to continue to help enable the next step in the V2X revolution that we helped start back in 2008,” said Ravi Puvvala, CEO of Savari. “For the last year and a half, the Savari team has worked diligently alongside the dedicated C-V2X engineers in the 5GAA partnership. The resulting string of increasingly impressive demonstrations is continuing to convince the world that C-V2X will soon be deployed around the world.”

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Win a Poster Heater with Gadget and Takealot.com

This winter Gadget and Takealot.com are giving away three Poster Heaters, which look like posters but become heaters when you plug them in.

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Three Gadget readers will each win a unit, valued at R550 each. To enter, follow @GadgetZA and @Takealot on Twitter and tell us on the @GadgetZA account how many Watts the heater consumes.

What’s the big deal about these heaters? Many of us are struggling to keep the balance between soaring electricity costs and the need to keep warm this winter.

However, the recently launched Poster Heater by EasyHeat and distributed in South Africa by Takealot.com is not only one of the most cost effective electric heaters currently on the market, it is also easy to setup and use.

As the name indicates, it is a poster similar to one you would hang on a wall. But, plug it in and it turns into a 300 Watt heater. The Poster Heater isn’t designed to heat hallways or large rooms, but rather smaller ones like a bedroom or a baby’s nursery or a dressing room.

It uses radiant heating, which means that it heats up in a couple of minutes and the heat is directed at the objects or people around it, quickly taking the chill out of the air and providing a comfortable ambient temperature.

The other advantage of radiant heating is that it doesn’t dry out the air like infrared or gas heaters. Users also don’t have to worry about their children or pets getting too close to it because, even though it gets hot, it can be touched.

To enter the competition follow the steps below:

Competition entry details:

1. Follow @GadgetZA and @Takealot on Twitter. (We will ONLY be accepting entires via Twitter, so please don’t enter through the comments section of this article.)

2. Tell us on Twitter, via @GadgetZA, mentioning @Takealot in your posting, how many Watts the Poster Heater consumes.

cleardot.gif3. The competition closes on 31 July 2018.

4. Winners will be notified via Twitter on 1 August and Takealot.com will be in touch to organise delivery.

5. The competition is only open to South African residents.

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