Local Brand Relevance East Africa: Why Understanding the Market May Matter More Than Reaching It Centro Insights | Local Relevance & Consumer Understanding | East Africa The Local Advantage: Why Understanding East Africa May Matter More Than Reaching East Africa By Sospeter I. Gichuhi Local Brand Relevance East Africa is not about putting a familiar […]
Category Archives: Industry Trends
Analysis of emerging marketing trends, consumer behaviour shifts and what they mean for brands operating in the Kenyan and East African market.
BTL Marketing Kenya | Insights & Strategy — Centro Insights, Field Marketing, Industry Trends, Marketing
The Attention Tax: Why Brands Are Paying More to Be Ignored
16
Sep
Sep
Brand Attention Kenya: The Attention Tax — Why Brands Are Paying More to Be Ignored Centro Insights | Marketing Effectiveness & Consumer Attention The Attention Tax: Why Brands Are Paying More to Be Ignored By Sospeter I. Gichuhi Brand Attention Kenya has become the real currency in a market where visibility is cheap and being […]
09
Sep
Sep
Last Mile Marketing Kenya: Why Great Brands Still Lose at the Point of Sale Centro Insights | Trade Marketing & Retail Strategy The Last Mile of Marketing: Why Great Brands Still Lose at the Point of Sale By Sospeter I. Gichuhi Last Mile Marketing Kenya can look very convincing from a boardroom. The campaign has […]
BTL Marketing Kenya | Insights & Strategy — Centro Insights, Field Marketing, Industry Trends, Marketing
Campaign War Room Kenya: Why Every Campaign Needs a War Room, Not Just a Rally | CMEM Group
26
Aug
Aug
Campaign War Room Kenya: Why Every Campaign Needs a War Room, Not Just a Rally | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part Five · Finale Why Every Campaign Needs a War Room, Not Just a Rally By Sospeter I. Gichuhi Marketing Intelligence Kenya begins the moment information stops […]
BTL Marketing Kenya | Insights & Strategy — Centro Insights, Digital Marketing, Experiential Marketing, Field Marketing, Industry Trends
Campaign Planning Kenya: The First 30 Days of a Campaign Nobody Sees | CMEM Group
26
Aug
Aug
Campaign Planning Kenya: The First 30 Days of a Campaign Nobody Sees | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part Four The First 30 Days of a Campaign Nobody Sees By Sospeter I. Gichuhi Campaign Planning Kenya often looks like nothing is happening. There is a strange period in […]
BTL Marketing Kenya | Insights & Strategy — Centro Insights, Field Marketing, Industry Trends, Marketing
Brand Advocacy Kenya: When the Audience Becomes the Campaign | Centro Insights
19
Aug
Aug
Brand Advocacy Kenya: When the Audience Becomes the Campaign | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part Three When the Audience Becomes the Campaign By Sospeter I. Gichuhi Brand Advocacy Kenya cannot be bought outright, and that is exactly what makes it valuable. A campaign can buy media. It […]
Marketing, BTL Marketing Kenya | Insights & Strategy — Centro Insights, Field Marketing, Industry Trends
Why Great Campaigns Listen More Than They Speak (The Invisible Campaign Series, Part Two)
12
Aug
Aug
Consumer Insight Kenya: Why Great Campaigns Listen More Than They Speak | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part Two Why Great Campaigns Listen More Than They Speak By Sospeter I. Gichuhi Consumer Insight Kenya starts long before a single word of copy is written. A few weeks ago, […]
Marketing, BTL Marketing Kenya | Insights & Strategy — Centro Insights, Experiential Marketing, Field Marketing, Industry Trends
Campaign Strategy Kenya: The Invisible Strategy Behind Every Serious Campaign
04
Aug
Aug
The Invisible Strategy Behind Every Serious Campaign | CMEM Group Centro Insights · Every Wednesday The Invisible Campaign Series · Part One The Invisible Strategy Behind Every Serious Campaign By Sospeter I. Gichuhi Campaign Strategy Kenya is rarely about the first poster. A few weeks ago, Centro Insights explored how organisations can protect their brands […]
BTL Marketing Kenya | Insights & Strategy — Centro Insights, Experiential Marketing, Industry Trends, Marketing, Uncategorized
Brand Activations Kenya: Measuring Roadshow & Van Activation ROI | CMEM Group
22
Jul
Jul
Brand Activations Kenya: Measuring Roadshow & Van Activation ROI | CMEM Group Centro Insights · Every Wednesday Brand Activations Kenya: Measuring the ROI of Van Activations and Roadshows — Beyond Visibility By Sospeter I. Gichuhi There is a familiar scene at the end of almost every activation campaign. The branded van returns to the yard. […]
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Centro Insights