Friday, September 21, 2012
Have you ever heard of the brand Native Yard?
Have you ever heard of the brand Native Yard? Not yet, just wait! A small business sent me their profile and they wanted to do a new radio station and information service for Guguletu, one of the oldest townships in South Africa. I didn't like their business idea but OMG what a brand. In Guguletu all the streets are name Native Yard or NY, and this is what people know. Now there is a shift towards changing the NY system to "real" names. The reason for changing the name is a political issue rather than a business or marketing issue. But not necessarily a good business or marketing decision. What the people who are changing the names don't realise is how business and clever marleting works and how South Africa is a very brand oriented culture. Most of us still buy the old products our mom's bought because of brand loyalty and then south africans get very excited by new brands such as loxion culture. We love brands. So in South Africa what is really important for a new business is a great brand that resonates with all south africans and specifically the mass market. So let me come back to Native Yard and these new business entrepreneurs. I love the brand, i mean i really love it! It also becomes so much more desirable as the weenies want to get rid of the name altogether. This opens the door for someone like them to trademark the brand and add it to anything....coffee, restaurants, clothing, anything. What is important as a lesson is that sometimes creating an innovative business may be difficult but creating a unique brand may be easier and much more profitable as well as creating the profile and history all in one shot. Native Yard! Watch this space. if you think you have a great brand send it to me. I would love to see it.