Nando’s is arguably one of the most loved and recognized brands in South Africa. Consumers look forward to seeing the latest Nando’s digital marketing poster on social media in the same way that they look forward to feast on their grilled chicken. The reason for this is the brand’s fearless ability to create digital marketing messages that are humorous and layered with trending socio-political issues of the day.
And this is the gospel that Mike Sharman in his latest book titled Brandalism is preaching to start-up businesses to do. In Brandalism, digital marketing guru Sharman is providing tools that small start-up should utilize in order to position their brands in the same space where their consumers spend most of their time.
Using the success of his digital advertising agency as an example, the scribe shows how social media has rivaled traditional advertising as the most effective and less expensive medium in the digital era which start-up businesses should capitalize on and bring their brands more closer to their consumers with the right trending marketing messages.
Perusing through the pages of Brandalism, I get a message that, (1) Sharman is encouraging start-up businesses to be bold enough to tap into the opportunities that are presented by the digital revolution and do away with the expensive traditional marketing outlets and paid influencers, and (2) he calls on start-up brands to never be scared to use the trending socio-political messages on social media as part of their marketing message, but should do that without losing what he calls a manifesto.
Oftentimes businesses turn to disengage themselves from socio-political issues for fear of being seen as being political or politically-aligned. However, with social media now a space through which consumers spend most of their time engaged in sociopolitical issues of the day, Sharman’s point becomes so much more relevant for the start-up to not only exploit these digital platforms to promote their brands, but to lay their marketing messages with what is on the lips of their consumers.
This book should be at the desk of every business owner, not just owners of start-ups and small businesses, but also big corporate executives should take a leaf from the scribe’s brilliant messaging.
Brandalism is a manifesto that equip businesses with the right marketing tools to make their brands become more relevant and recognized by their consumers.
I appreciate the fact that Sharman used simple conversational language throughout to drive his message.
This is the kind of writing that makes a business book of this nature easily resonate with everyone.