By Judith Mugeni In varsity I wrote a paper. The purpose of the study was to evaluate the advantageousness of customer lifetime value (CLV) as a metric for customer selection and marketing resource allocation for a small businesses operating in South Africa. Customer Lifetime value is defined by (Bick, 2011) as the “present value of … Continue reading Customer Lifetime Value (CLV)- Entrepreneurs, you can generate more revenue if you use a customer focused approach.
“You cannot hope to build a better world without improving the individuals. To that end, each of us must work for his own improvement and, at the same time, share a general responsibility for all humanity, our particular duty being to aid those to whom we think we can be most useful. “ Marie Curie … Continue reading Building a Personal Brand is a necessity, it’s more than a new year’s resolution.
By Peter Montoya (2002) Published by Personal Branding Press / ISBN: 0967450616 Summary by Graham Wilson The Personal Branding Phenomenon 1 A quick overview – why I have summarised this book 1 Seeing yourself as a business 2 What is personal branding? 2 The principle of the ‘domain’ 3 Eight ‘laws’ of personal branding 4 … Continue reading The Personal Branding Phenomenon
By Judith Mugeni, July 4, 2016 The dictionary offers the following definition of an intangible benefit: Subjective benefits that cannot be measured in monetary terms (business dictionary). Really? Or is it a question of how do i turn those subjective elements into tangibles because they are important to this valuation? So you have an amazing property/brand/offering/asset, you can probably … Continue reading Putting Money to the things you can’t see, how much is it really worth?
By Gilbert Kumpukwe I always wondered, as many of you probably have too, what it's like to be featured in an ad; as a celeb. The glory of seeing your face on a billboard doing something serious, looking stern yet seductive… in a professional suit… and an aura of James Bond…Black! You know what I … Continue reading My brand experience, new ways in customer engagement, retention and acquisition.
By Judith Mugeni January 12, 2015 Strategy Simplified: How to gain a competitive advantage in the ParkRun and Walking/Running races in 2015 Let us begin 2015 with creating strategies using an analogy close to my heart: running to keep healthy. Many people ask what a strategy is (a plan of action not just a plan) … Continue reading Strategy Simplified:Competitive advantage in the 2015 Races
By Judith Mugeni A load shedding analogy: in 2016, remember that Social Media is the Power and PR is the Generator. South Africa, we felt the impact of Eskom's load shedding in our lives, however one can argue that as time went by, we started following the power outage schedules and some of us planned … Continue reading In 2016, Keep your Brand World lights on. A load shedding analogy: Social Media is the Power & PR is the Generator.
By Judith Mugeni June 28, 2016 This article was sparked by an engaging conversation with my esteemed colleague @BongaSebesho which sparked the need to put my thoughts onto paper for marketers. A Bunny Chow is not a Kota. This is a great a starting point for marketing across borders in Africa or within the same country … Continue reading Pan African Marketing, A Bunny Chow is not a Kota (African consumers are not all the same).
By Judith Mugeni I have heard this many times, "we have been working with junior marketers that don't even know their own objectives are" or declines of strategically fit properties because "they do not align with our objectives" But when you dig deeper, when you engage further on the question, so what exactly are your … Continue reading Why is it so hard to set brand objectives?
For the past 8 years I have been a marketeer in the Sport and Entertainment Industry, and I must say most of my time was skewed towards growing brands in the sport arena. This is perfectly understandable as per the IEG report, sport has been occupying the lion share of sponsorship spend for a long … Continue reading An Event is a brand too!