The BMW M Fest 2024 brought together automotive enthusiasts and music lovers to celebrate speed, style, and entertainment. Held over the weekend, the event showcased the latest in BMW’s M performance lineup, alongside thrilling performances and engaging activities for all ages.
Performing Artists
This year’s festival was electrified by an impressive lineup of artists who set the tone for an exhilarating weekend. Morda Bongs’ energetic beats set the crowd ablaze. Nkabi Nation followed suit, captivating the audience with their dynamic performance. Renowned DJ Kabza de Small delivered a set that kept the party alive, while Pabi Cooper rounded off the musical experience, leaving attendees wanting more.
New M Models Showrooms
Car enthusiasts had the chance to get up close and personal with some of BMW’s latest offerings. The spotlight shone brightly on the new M models, including the sleek BMW M2, the versatile BMW M3 Touring, the track-ready BMW M4 CS, and the luxurious BMW XM Label. For long-time fans, classic models appeared, stirring nostalgia and admiration among the crowd.
Track Experiences
For those seeking an adrenaline rush, the track experiences were a highlight. Attendees were treated to hot laps, where they could feel the thrill of speed with professional drivers at the wheel. Drift sessions showcased impressive maneuvering skills, while test drives allowed visitors to experience the power of BMW’s M performance firsthand. Each experience was a testament to BMW’s commitment to driving excitement.
Exhilarating Entertainment
Beyond the cars, the festival featured a series of entertainment options. The crowd cheered on Sam Sam & Katra, who wowed spectators with their breakdancing moves. The BMW Car Club races added competitive excitement, with car club members showcasing their skills on the track. Families enjoyed the day together, with various activities designed to engage attendees of all ages.
BMW M Fest 2024 was a remarkable fusion of automotive excellence and vibrant entertainment. It left attendees with lasting memories and a deepened passion for the BMW brand, setting the bar high for future events.
The Local Fashion Police is back for its 4th year! Proudly South African has joined forces with FNB to spotlight local fashion talent in a campaign celebrating homegrown style. This year’s theme is investigative storytelling, adding a fresh twist to South Africa’s fashion scene. Leading the charge are some of the country’s most iconic designers, who will be judging this year’s stylish competition and spotlighting homegrown style like never before.
Meet the Stylish Judges
Four influential fashion designers, Orapeleng Module, Jessica Jane Molebatsi, Ole Ledimo, and Mzukisi Mbane, are on a mission to find the most stylish supporters of local fashion. They are determined to spot those who proudly wear and support South African designs. Once they identify their targets, these trendsetters will be named the 2024 Local Fashion lovers and supporters.
These judges are known for their creativity and passion for promoting local talent. They will play a key role in selecting the most promising individuals who truly represent the Proudly South African spirit. With their different experiences, this year’s competition is set to not only showcase the best in local fashion but also encourage creativity and highlight the importance of supporting locally made clothing.
The Chief Marketing Officer of Proudly SA Happy MaKhumalo Ngidi, shared her enthusiasm, stating, “We’re thrilled to kick off the fourth instalment of this impactful initiative, the brainchild of our organisation in an effort to keep pushing boundaries and tackle our localisation agenda using different platforms. At Proudly SA, we take pride in creating platforms that empower each sector to flourish, offering a unique opportunity for direct engagement between brands and their consumers. The Local Fashion Police campaign doesn’t just spotlight fashion; it also holds consumers accountable on how they spend their rand, encouraging them to consciously choose locally made garments in their everyday lives”.
Why Supporting Local Fashion Matters
Supporting local fashion businesses is important. It helps create jobs, boosts the economy, and strengthens the value chain in the Retail, Clothing, Textile, Footwear, and Leather (R-CTFL) sector. By choosing locally made products, consumers help sustain South African designers and manufacturers. This support is crucial in ensuring that the industry continues to grow and provide opportunities for many South Africans. Additionally, it fosters a sense of pride in homegrown talent and contributes to the overall economic development of the country.
Happy MaKhumalo Ngidi, Chief Marketing Officer of Proudly SA, explains the campaign’s goal, “We want to encourage people to spend their money on locally made clothes. This helps our designers and boosts our economy.”
Join the Competition and Win Big
For the first time, FNB, South Africa’s Best Small Business Bank, is working with the Local Fashion Police and Proudly SA. This partnership will bring more attention to the exciting creativity and talent in South Africa’s fashion industry.
Andiswa Bata, CEO of FNB Business, puts emphasis on the importance of supporting and buying from, local businesses in the fashion business. “Our ability to achieve sustainable economic growth is highly dependent on the success of our country’s local businesses. SMEs contribute significantly to the country’s economic growth making them fundamental to creating employment. We acknowledge the crucial role local businesses play in our economy and being part of the Proudly South African Local Fashion Police initiative embodies our efforts to invest, build, and monetise their businesses in the fashion industry.”
Final Event: A Fashion Show Extravaganza
Consumers are encouraged to share their photos or videos of themselves wearing locally designed clothes. They must mention where the clothing was bought by showing the country of origin. To enter the competition, participants must use special hashtags. Proudly SA, FNB, and the judges are searching for four winners, each with a chance to win R40,000 worth of fashion from one of the Local Fashion Police judges. The prize money will go directly to the designer who picks each winner, helping support their brand. In return, winners will receive custom-made clothing worth R40,000, aligning with the campaign’s goal to promote and support local talent.
The judges will evaluate participants through a series of investigations, focusing on design, craftsmanship, and originality. The competition will end with a fantastic fashion show, where the winners will have the incredible experience of walking the runway in designs by the top judges.
Sponsored by FNB, the Local Fashion Police 2024 campaign invites everyone to celebrate South African fashion and make a difference by choosing local.
Read more: Proudly South African| FNB| Partnerships| Pat on Brands
Closing the month of June, Cadbury Lunch Bar has stood out as our Brand of the Month, captivating audiences with its innovative marketing campaign and impactful community engagements. A VML recent 360 ad campaign for Cadbury Lunch Bar has found its way to deeply resonate with consumers, bringing up a relatable and memorable character to enhance brand visibility and appeal.
The Rise of LunchBarMan
In June, Lunch Bar launched their engaging advertising campaign featuring a self-confessed LunchBarMan; Bra Lucas Baloyi, who is a retired teacher and conspiracy theorist.
According to the agency behind the ad; VML, the campaign began on TikTok with Bra Lucas sharing some of his otherworldly theories. TikTok creators started posting their own takes under the hashtag #thelunchbarman including CCTV footage of Bra Lucas having a peek into the Cadbury Lunch Bar factory to look for clues with his alien scanner — the PUDDNo8.
A longer advertisement launched a few days later, providing a more detailed glimpse into the Cadbury Lunch Bar-obsessed world of Bra Lucas, says the agency.
VML says, jumping onto the nostalgia trend that’s so rife in pop culture and paving the way for Cadbury Lunch Bar’s 60th anniversary next year, it pays tribute to classic Lunch Bar advertisements, such as Much More Munch Bar with Makatini and Oviaas.
Image: The Lunch Bar Man
Social Media Engagement
Through this campaign, Lunch Bar has effectively utilized social media platforms to amplify the reach of LunchBarMan. The campaign sparked vibrant conversations and interactions among users, further solidifying Lunch Bar’s presence in the digital landscape. With this campaign, Lunch Bar has successfully grown a stronger connection with its audience.
Support for Personalities and Influencers
Moreover, Cadbury Lunch Bar’s commitment to community extends beyond its own campaigns. In the month of June, the brand reinforced its dedication to supporting others by becoming a sponsor of the Top Personalities and Influencers category at the prestigious 3rd Annual Top 16 Youth-Owned Brands Awards (YOBAs).
Cadbury Lunch Bar is dedicated to supporting Africans who strive for much much more in their creative endeavours and professional pursuits. The collaboration with the YOBAs reflects their commitment to nurturing an entrepreneurial mindset among the youth.
Cadbury Lunch Bar has made a significant impact, gaining acclaim and consumer loyalty. The success of LunchBarMan and the brand’s continuous support at the YOBAs highlight Lunch Bar’s commitment to both innovation and social responsibility.
Buli Ndlovu, Executive Head: Business & Retail Banking, Nedbank
On Friday, 31 May 2024, Pat On Brands joined the MarketingFridays community at the Egrek Cinema for an insightful session on with Buli Ndlovu – the marketing executive for Retail and Business Banking at Nedbank . Buli kicked off her presentation by sharing her journey as a marketer and the lessons she learned from the different roles she occupied. Be it when she was selling beers at SAB or selling airtime at MTN.
We are in an industry that believes that you are either a sales organisation or a brand organisation to be successful. Buli believes in the power of “AND” where companies that embrace both sales and brand work. Sales is more of a short-term tactic that is crucial for revenue generation whilst brand is more long term. She argues that too much focus on short-term sales can actually harm the brand in the long run. On the other hand, too much focus on brand can hinder revenue growth. The key is to have a balanced approach to ensure business growth in the long run.
Pat On Brands CEO, Pat Mahlangu and Buli Ndlovu, Executive Head: Business & Retail Banking, Nedbank
According to a study by by the Australian Consumer and Retail Studies Association (ACRSA), 60% of consumers will choose a brand they recognise and trust. This highlights the significance of investing in long-term branding efforts to gain consumer loyalty and competitive advantage in the market.
Image: Suppplied
She posed a challenge to the Marketers in the room on how they can think around the relationship between brand building and sales. On the question of how marketers can produce creative brand work in industries that highly regulated, she said “creativity loves constraints. The banking industry is one that is highly regulated but it forces us to think outside of the proverbial box to still produce work that will resonate with our customers.
MarketingFridays are hosted every second month on a Friday, with the purpose creating a platform where Marketers can learn and network.
For more information on MarketingFridays, you can visit https://www.marketingfridays.com or follow @marketingfridays on all social media channels.
Massmart, a Walmart-owned South African discounter is launching mini Makro stores within existing sites of its Game supermarket stores. The mini Makro stores will be trialled within four Game sites. This strategic shift comes in response to evolving consumer preferences and market dynamics, aiming to enhance accessibility and convenience for shoppers while optimizing operational efficiency.
The decision to venture into small-format stores reflects Makro’s commitment to staying agile and responsive in an ever-changing retail landscape. With the rise of urbanization and the growing demand for convenience, the company is strategically positioning itself to cater to the needs of urban consumers who seek hassle-free shopping experiences closer to home.
Image: News24
Enhancing Accessibility and Convenience
Group corporate affairs head Brian Leroni said the objective is to make Makro stores more accessible to a wider market. It is also an important part of Makro’s omnichannel strategy.
“We have been delighted by strong expressions of support from landlords, suppliers, consumers, and our own staff”. He added that the concept’s development was at an advanced stage and has been tested with focus groups.
According to Evan Walker, portfolio manager at 36ONE Asset Management, the mini Makro plan holds promise, provided that pricing remains competitive and aligns with consumer expectations. Affordability and value proposition will be key drivers of success for these compact stores.
Evan said they supported the strategy of converting Game stores into small-former Makro stores ten years ago, and it still makes sense.
“The combined Makro and Game store turnover have a lot more critical mass from a marketing and pricing perspective. The only way they will be competitive is through price, especially against eCommerce players like Takealot, Amazon, Temu, and Shein.”
Image: Tech Central
Understanding Customer Response
Makro’s foray into small-format stores is not a shot in the dark but a calculated move backed by thorough market research and analysis. By testing the waters with mini outlets in malls, the company aims to gauge consumer response and fine-tune its approach accordingly. This strategic experimentation highlights Makro’s commitment to innovation and adaptability in an increasingly dynamic retail landscape.
The decision to replace four Game stores with mini Makro outlets signals a strategic consolidation of resources and focus on core offerings. With consumer preferences shifting towards one-stop shopping destinations, Makro is capitalizing on its strengths in categories such as electronics, homeware, and groceries to create a compelling value proposition for shoppers.
By diversifying its store formats, the company not only expands its reach but also mitigates risks associated with changing consumer preferences and economic fluctuations. As noted by Evans, “Makro’s small-format stores represent a smart move to adapt to evolving consumer behaviours and enhance shareholder value”.
This year marks the 30th commemoration of South Africa’s democratic dispensation. The 27th of April holds a greater significance this year as we celebrate the 30th anniversary of our nation’s first democratic election.
The Evolution of Television Advertising
Since 1994 a lot of things have changed. We didn’t have ad blockers or streaming services like we do today. Instead, television was king, and we eagerly tuned in to watch our favorite shows, interrupted every 10-15 minutes by a string of advertisements. However, those commercials weren’t just interruptions; they were part of the experience. We’d sing along, mimic the characters, and sometimes even look forward to them more than the shows themselves – something the kids of today would never understand.
Fast forward to today, and while TV has undergone significant changes with the rise of platforms like Showmax, Netflix, and HBO, one thing remains constant in South African television – adverts. If anything, they’ve become better and more creative over the years.
Going back to where it all started in 1941, when Bulova watches launched the first ever television commercial, marking the beginning of a new era of advertising. Those early moments laid the groundwork for the imaginative ads we see today, captivating audiences and leaving a lasting impression.
Top 30 TV Commercials: Iconic Ads That Defined an Era
As we celebrate 30 years of democracy, it’s the perfect time to take a trip down memory lane and revisit some of South Africa’s most beloved TV commercials. Below, are our top 30 TV commercials that hold a special place in the hearts of millennials and would now would bring smiles to faces across the nation.
Starting off with a powerful television commercial that delves into the imagination of a child and features his toy car. The ad has been named the most-loved SA television commercial ever.
Sasol: Amaglug-glug
Sasol’s famous “Glug Glug” commercial is a timeless favourite that still holds the title as South Africa’s most cherished TV commercial, even decades after its debut.
2. Cremora: It’s not inside, it’s on top!
Who could forget the classic Cremora ad? With humour and charm, it follows a husband’s futile search for the coffee creamer, only to be enlightened by his wife’s simple yet unforgettable phrase, “it’s not inside, it’s on top!”
3. Cadbury’s Lunchbar: What kind of a Mac are you?
This gem of an ad brings together comedy and cultural diversity as it pits a skinny Zulu man against a burly Scotsman in a series of challenges. The punchline, “What kind of a Mac are you?” became ingrained in South African pop culture, making it a standout commercial of its time.
In the ad, Makhathini from Maritzborough, the skinny Zulu man in a kilt that beat a hefty Scotsman in everything from tossing the caber to tug o’ war after a bite of Lunch Bar, “the much-more-munch bar”.
“I am a MacIntyre from Glasgow,” said the beaten Scotsman towering over him. “What kind of a Mac are you?” he asks. “I’m a Makhathini,” the skinny man replies.
“Makhathini? Ah, from Edinburgh I suppose?” the Scotsman asks. “No,” laughs Makhatini. “From Maritzborough.”
Proudly South African’s 12th annual Buy Local Summit and Expo is set to be an extraordinary event, showcasing the best of South Africa’s homegrown talent and products. The event is set to take place on March 25th and 26th at Sandton Convention Centre. The expo promises an impressive line-up of exhibitors spanning various sectors, including FMCG, Manufacturing, Automotive, Retail-Clothing, Textile, Footwear, & Leather (R-CTFL), Furniture, and agro-processing.
Happy MaKhumalo Ngidi, Proudly SA Chief Marketing Officer,
Speaking to Drum, Proudly South African brand, chief marketing officer, Happy MaKhumalo Ngidi said, “The Buy Local Summit and Expo is a platform that not only carries an interdisciplinary of sector but also signifies the importance of supporting and buying locally manufactured goods and services. We as Proudly South African are mandated to educate citizens on the weight of their purchasing decisions when it comes to growing our economy and creating jobs”.
She added, “There is something for everyone! Visitors who are coming to the expo will be spoilt for choice. We have about 200 local vendors from textiles; manufacturing; construction; healthcare; agriculture, and several other sectors. This is an opportunity to see, interact, and buy from some of the country’s best local businesses”.
Keynote Addresses and Engaging Discussions
The event will kick off with addresses by notable figures such as Premier of Gauteng, Panyaza Lesufi, Minister of Department of Trade, Industry and Competition, Ebrahim Patel, and Minister of Department of Small Business, Stella Ndabeni-Abrahams. These key stakeholders will engage with local SMMEs. They will be highlighting the importance of supporting homegrown businesses and driving economic growth through local procurement.
Image: Drum
This Year’s Theme
Similar to last year’s theme, “Growing the economy and creating jobs through Localisation”, this year’s theme, “Localisation: An Inclusive Approach for Economic Growth and Job Creation,” will highlight the pivotal role of local procurement in fostering job creation and economic development. The program featuring over 100 vendors showcasing the best of what the country has to offer. Attendees can expect insightful discussions and engaging sessions that emphasize the importance of supporting locally made goods.
Day 1 and Day 2 Line-Up
Day one of the Proudly South African’s 12th annual Buy Local Summit and Expo will feature panels discussing the theme of localisation. The panel will consist of prominent figures such as Congress of South African Trade Unions’ Ms Zingiswa Losi and Proudly SA board member Mr Thulani Tshefuta among the speakers. Additionally, there will be a panel dedicated to exploring the global phenomenon of Amapiano music and its impact on South African culture and economy.
The second day will continue the momentum with a showcase of SMME success stories and discussions on the role of family-run businesses in driving economic growth. Attendees can also look forward to a mixologist “Happy Hour” segment, where they can sample locally distilled gin cocktails and engage with mixologists about the art of cocktail making.
Image: South African Business Integrator
Celebrating South Africa’s Entrepreneurial Spirit
According to Happy, Proudly South African is in the business of innovation. “We always ask ourselves how to make local goods more attractive to the consumers. And this expo is one way to change the narrative that local is not good enough when compared to imports. This must change.” To join the expo, you can register for free here.
The University of Johannesburg (UJ) is set to confer an Honorary Doctorate to branding and marketing luminary Thebe Ikalafeng. This is to recognize his exceptional contributions to the industry. With a career spanning over three decades, Thebe’s impact on brand and marketing communications has been broad and profound.
Image: The Citizen
A Legacy of Excellence
Throughout his career, Thebe has reaped numerous accolades and awards, solidifying his status as a ground-breaking figure in the industry. Named one of the ‘100 Most Influential Africans’ by New African Magazine, his influence exceeds limits.
Thebe’s academic background is equally impressive. He has degrees in Marketing, Business Administration, and Intellectual Property Law from esteemed institutions around the globe.
He holds a BSc (Marketing) cum laude and a Master of Business Administration (Strategy and Marketing) degree from Marquette University in the US. Additionally, he holds an LLM (Intellectual Property Law) degree from the University of Turin, Italy, in collaboration with the World Intellectual Property Organization (WIPO) in Switzerland.
His commitment to education and professional development underscores his dedication to nurturing talent and promoting excellence within the industry.
Image: Financial Mail
Championing African Brands
More than just a marketer, Thebe is a visionary leader who has championed a brand-led revolution across Africa for over two decades. His persistent support for African brands to compete on the global stage has earned him extensive acclaim and admiration from peers and industry experts alike.
In 2023, Thebe was honoured at the Exclusive Men of the Year Awards (EMY) in Ghana for his outstanding contributions to African branding and marketing. His efforts to elevate African brands have left an incredible mark on the continent’s economic landscape.
Likewise, in 2021, his tireless efforts to elevate African brands earned him the receipt of the Financial Mail AdFocus Lifetime Achievement Award.
Honoring Previous Recipients
Thebe’s Honorary Doctorate follows the previously honoured distinguished individuals. Notable among them is former US President Barack Obama, who accepted an honorary doctorate of laws from UJ in 2013 also, the late Dr. Richard Maponya, a recipient of the UJ honorary doctorate degree in 2010, who was recognized for his contributions in the management field.
Building a Legacy
Thebe is renowned for his expertise in building brands across Africa. He is the founder of Brand Leadership Group (BLG), a multi-disciplinary advisory group specializing in strategy, creativity, and intellectual property law.
Through his initiatives, such as Brand Africa, he continues to inspire a new generation of marketers and entrepreneurs to embrace the power of branding in driving Africa’s image, reputation, and competitiveness.
Image: LinkedIn
Thebe’s Resilience and Determination
Despite facing challenges and adversity throughout his career, Thebe’s resilience and determination have pushed him to unprecedented success. From his early days as a young professional navigating the corporate world to founding his own branding agency, he has remained persistent in his commitment to his purpose.
As Thebe Ikalafeng receives the Honorary Doctorate, UJ not only celebrates a remarkable individual but also acknowledges the pivotal role of branding and marketing in driving socio-economic development and fostering global competitiveness in Africa.
Thebe’s legacy serves as a testament to the transformative power of branding and marketing in shaping Africa’s future. His vision, leadership, and dedication to excellence continue to inspire and empower countless individuals across the continent and beyond.
Marketing campaigns are the lifeblood of any business striving for growth and success. They serve as the backbone of your outreach efforts, helping you connect with your target audience, increase brand awareness, and drive conversions.
Image: iStock by Getty Images
The Power of Strategic Goals
Setting clear and measurable goals is the foundation of a successful marketing campaign. Whether it’s raising brand awareness, generating leads, or increasing sales, defining your objectives provides direction and focus for your efforts.
Emphasizing Your Brand Identity
Your brand is what sets you apart from the competition and forms the foundation of your marketing campaigns. According to an article by Mailchimp, with consistent communication of your brand’s values, personality, and unique selling propositions, you can establish a strong connection with your audience and foster brand loyalty.
“Your brand tells a story that goes way beyond what you’re selling, it communicates who you are. Since people have so many choices about who to buy from, setting your brand apart can pay huge dividends.”
Consistency: The Key to Long-Term Success
Consistency is key in marketing. By maintaining regular and meaningful interactions with your audience across multiple channels, you can reinforce your brand message, stay top-of-mind, and build lasting relationships with your customers.
Image: iStock by Getty Images
Creating a Successful Marketing Campaign
Clearly Define Your Target Audience
Identifying your target audience is the first step in creating a successful marketing campaign. A 2023 article shared by Atarodo! says “To create a successful marketing campaign, you must have a clear understanding of your target audience. Identify the demographics, interests, and behaviours of your ideal customers. This information will guide your campaign messaging, channels, and tactics”.
Establish Clear and Measurable Goals
Every marketing campaign should have specific, measurable goals that align with overall business objectives. Whether it’s increasing website traffic, generating leads, or boosting sales, defining your goals will help you track progress and evaluate success.
Determine Your Budget and Resources
Allocate resources wisely to ensure the success of your marketing campaign. Consider factors such as advertising costs, creative production, and staffing needs to create a realistic budget that maximizes ROI.
Craft Targeted and Captivating Content
Create content that speaks directly to your target audience and addresses their needs and pain points. Whether it’s blog posts, social media updates, or email newsletters, focus on delivering value and engaging your audience with relevant and compelling messaging.
Engage Your Audience Effectively
Engagement is key to building meaningful relationships with your audience. Encourage interaction and feedback through polls, surveys, contests, and user-generated content to foster a sense of community and loyalty around your brand.
Offer Value and Incentives
Provide incentives to motivate action and encourage participation in your marketing campaigns. Whether it’s discounts, exclusive offers, or valuable content, give your audience a compelling reason to engage with your brand.
Develop Shareable Content
Make it easy for your audience to share your marketing campaign with their networks by incorporating social sharing buttons, catchy hashtags, and interactive elements. Encourage sharing by offering incentives or rewards for referrals and social shares.
Promote Your Campaign Widely
Maximize the reach of your marketing campaign by leveraging a mix of online and offline channels. From social media and email marketing to PR outreach and influencer partnerships, explore various distribution channels to amplify your message and reach a wider audience.
Measure and Analyse Your ROI
Track the performance of your marketing campaign by monitoring key metrics such as website traffic, conversion rates, and customer engagement. Use analytics tools to gather data, analyse trends, and identify areas for improvement to optimize your ROI.
Continuously Nurture and Build Relationships
Building lasting relationships with your audience is essential for long-term success. Continue to engage and nurture leads even after the campaign ends by providing valuable content, personalized follow-ups, and exceptional customer service.
A good marketing campaign needs careful research, understanding the target audience and coming up with creative ideas and clear messages. Also, it is crucial to keep track of your campaign’s performance, so to see what’s working and what needs to be done differently.
Following this structured approach will guide you through the process of planning, executing, and analysing your marketing campaigns, ensuring that each effort contributes to your overall business objectives and drives tangible results.
In the fast-changing world of marketing, success means more than just having a good product or service. It’s also about creating a brand that people will love and notice. Thulani Sibeko, a brand builder and business executive speaks about his knowledge of the industry. Born in Soweto, Thulani has been in the marketing industry for over 30 years, and in our latest podcast episode, he shares insights on six key elements that he believes are essential for building a brand that withstands the test of time.
Brand Builder & Business Executive, Thulani Sibeko
Marketing Insights
Firstly, Thulani speaks about marketing insights and the importance of understanding the market, competition, and customers. He says it’s important for marketers to understand their target audience, and to know what the people want. By learning about what their customers like and how they behave, marketers can make better decisions about their brands.
Data Analysis
Thulani marks data analysis as another crucial aspect of brand-building. He talks about using data to make smart choices. “By being able to analyze data, marketers can see what’s working and what’s not. This can help them use their resources wisely,” he says.
In an article shared by Indeed in 2023, it is highlighted that in marketing, data analysis allows one to make better decisions about promoting their goods to the public. It involves identifying patterns in the information that they have about an audience, which is helpful when they want to develop marketing plans.
Effective Communication
Thulani goes on to mention the importance of effective communication. “I’ve never seen any successful leader who did not benefit from great communication skills. If you work with teams or want to achieve results through others, communication is important. It is also through communication that teams are kept together”.
Communication is a crucial skill in the business world, and it is essential to the success of any marketing campaign.
According to the Holmes Report, poor communication can cost businesses as much as $60 million per year. On the other hand, companies with effective communication practices are 50% more likely to have lower employee turnover rates and 47% higher returns to shareholders.
Podcast Hosts, Mpumi Vundhla, Pat Mahlangu with Guest, Thulani Sibeko
Strategic Thinking
In the conversation, Thulani emphasizes the importance of strategic thinking, saying it’s critical. He also touches on aligning brand strategies with long-term goals and business objectives, ensuring that every decision contributes to sustainable growth. According to him, strategic thinking is about how one makes choices of the things they will do and the things they will not do.
Achieving Results
In addition, this marketing veteran believes that achieving results is ultimately what matters in brand-building. He says brands should have clear goals and ways to measure success, this can help them to see if they’re doing well and where they can improve.
“Talking to marketers: you can do everything, but unless you achieve results, it’s not enough. Results do matter”.
Innovation
He also mentions innovation as his last key element to building a brand. “The world is constantly changing, being creative and trying new things is key,” he concludes.
Thulani’s six key elements to building a brand offer a roadmap to brands looking to establish a strong presence in today’s competitive landscape. To hear more about his perspective on the marketing industry and to understand more about the above key, listen to the full podcast episode on our YouTube channel.
Lunga Mooi, a renowned professional in the fields of digital marketing, media, and D’Commerce hub, has been selected as a distinguished keynote speaker for the inaugural Africa Forum, orchestrated by the World Out of Home Organization. Anticipation is high for this significant event, slated to occur in Cape Town, South Africa, from March 11th to 13th, 2024.Mooi holds a B.Com. degree in Information Systems and Marketing and has extensive knowledge and experience in the digital marketing landscape, as well as an instrumental role in driving Unilever’s digital strategies throughout Africa.
Image: supplied
He is well-positioned to deliver an enlightening and thought-provoking address to the attendees. Utilizing his profound expertise, Mooi will conduct a thorough analysis of the expansive media market in Africa. Leveraging his years of experience, he will delve into various facets of the industry, exploring the latest trends, addressing challenges, and uncovering potential growth opportunities.
One area that particularly piques Mooi’s interest is the out-of-home (OOH) sector, which encompasses advertising and communication channels targeting consumers outside of their homes.
The President of the World Out of Home Organization, Tom Goddard, is elated to have Lunga Mooi as a keynote speaker at the Africa Forum. “This selection is viewed as a crucial step in engaging the senior client community within the OOH industry, underscoring the esteemed reputation and contributions that Mooi brings to the table,” said Goddard.
Boasting an impressive background in digital, media, and marketing with over 17 years of experience, Mooi has garnered extensive expertise working across 24 African markets, including countries in Southern Africa, Kenya, Ethiopia, Ghana, Nigeria, and Côte d’Ivoire. He has held pivotal positions such as the executive head of digital channels, e-commerce, and digital marketing at Telkom, as well as the Africa digital CoE director at Tiger Brands.
Overall, his vast knowledge, experience, and passion for the industry make him the perfect choice to deliver a thought-provoking speech and serve as a testament to his exceptional reputation and contributions to the marketing industry.
Whether you’re on the lookout for an exhilarating activity to spice up your festive season or embarking on an exciting journey to Johannesburg for the very first time, this vibrant city has an array of captivating experiences awaiting you. We have thoughtfully curated a list of remarkable destinations where you can create cherished memories with your loved ones or simply have a blast with your friends. Johannesburg is a city that never fails to impress, and it promises to provide you with an unforgettable adventure filled with joy and excitement.
Gold Reef City Theme Park
Image: shutterstock
Gold Reef City Theme Park is a haven for those seeking a day of non-stop entertainment and fun. With an abundance of activities to choose from, visitors can immerse themselves in a world of excitement and adventure. From hair-raising roller coasters that will leave you breathless to engaging shows and interactive experiences, this theme park promises an action-packed day that will create lasting memories for you and your loved ones.
Johannesburg Art Gallery
If you have a deep appreciation for culture and the arts, then the Johannesburg Art Gallery is an absolute must-visit. With a rich history spanning over a century, this iconic museum stands as a testament to the city’s artistic heritage. Housing an impressive collection of over 10,000 artworks, it offers a diverse range of artistic expressions that will captivate any art enthusiast.
Altitude Beach
If you’re someone who enjoys the vibrant energy of the nightlife or prefers a relaxed outdoor atmosphere, then Altitude Beach is the perfect spot for you. Situated amidst the lively hustle and bustle of Johannesburg traffic, this hidden gem offers a serene escape right next to the recently revamped Fourways Mall. Altitude Beach is not just any ordinary venue; it is poised to become Joburg’s most sought-after waterfront dining and lifestyle destination.
Orlando Towers
Whether you’re an adrenaline junkie seeking an unforgettable experience or simply looking to challenge yourself in a unique and exhilarating way, this site has something for everyone. From the affordable rock-climbing course and the adrenaline-fueled paintball session to the ultimate bungee jump, there’s no shortage of excitement to be found here. So, gather your courage, embrace the thrill, and get ready to embark on an adventure that will leave you breathless and craving for more.
Apartheid Museum
Prepare to be spellbound by the Apartheid Museum’s awe-inspiring architecture and thought-provoking exhibits, designed to captivate the hearts and minds of history enthusiasts. This historic institution stands as a testament to the indomitable spirit and unwavering determination of the South African people. As you step into this remarkable space, you will be transported back in time, immersing yourself in the struggles and triumphs that defined the apartheid era. The Apartheid Museum goes beyond being a mere collection of artefacts; it weaves together a powerful narrative that encourages visitors to reflect on the past and work towards a future that embraces inclusivity and unity.
The holiday season is a time to celebrate and reflect. Let’s prioritize creating beautiful memories while also ensuring our safety. This way, we can fully embrace the holiday spirit and welcome the new year with open arms, knowing we have taken care of ourselves and those we hold dear.
As the year draws to a close, it’s a perfect opportunity to look back at the extraordinary marketing campaigns that have mesmerized audiences in 2023. We take a moment to give a pat to the exceptional campaigns that have made a lasting impact on consumers in South Africa and across the globe.
Barbie
Barbie’s marketing strategy, which prominently emphasized the color pink, helped it become one of the most anticipated films of all time in 2023. With only Barbie’s distinctive pink color and the release date visible on one poster, the campaign was hailed as “marketing genius” by many. Additionally, hundreds of brands took part, introducing Barbie fever to untapped markets.
With global sales surpassing $1.4 billion, the film is the best grossing film of the year thus far and smashed box office records for the biggest opening weekend of 2023. It is believed to have brought in £293 million worldwide. The Barbie movie marketing campaign definitely gets a pat.
Pedros
Another marketing campaign getting a pat from us is Pedro’s “Chicken Wars” commercial. Pedro’s, a recently founded chicken fast-food restaurant, has created an advertisement that has caught the eye of some consumers, depicting the new establishment as a preferred dining alternative when compared to existing market options. This advertising content, which was released a few weeks ago, used a comical approach to challenge competitors such as Nando’s and KFC, two of the country’s most notable participants in the chicken-centric fast-food industry.
The amusing commercial depicts a conference between two large chicken-focused eateries in the country as they band together to strategize against the newcomer, Pedro’s. The advertisement begins with a scene of a reception area at the headquarters of a chicken fast-food restaurant, where the reception desk prominently displays the logo associated with Nando’s, jokingly labeled “Nando’s.” referred to as “Over Priced Chicken Head Office.” While the ad does not overtly mention KFC, it skillfully integrates a font-based allusion to “Greasy Fried Chicken (GFC),” which clearly references KFC.
Bonang Matheba x Steve Madden
In a groundbreaking move, Steve Madden recently launched a captivating marketing campaign in partnership with Bonang Matheba, a highly acclaimed South African reality TV star. As the first-ever African personality to collaborate with the renowned designer shoe brand, Bonang Matheba’s influence and fashion-forward persona were meant to elevate the brand’s new range, the Holiday Select Collection, to new heights.
This decision highlighted the brand’s commitment to diversity and inclusivity, as they recognize the immense talent and influence that individuals from different backgrounds can bring to the table.
The holiday range includes six footwear styles and two handbag styles. The collaboration between Steve Madden and Bonang Matheba was undoubtedly one of the most successful marketing campaigns we witnessed in 2023.
Fatti’s and Moni’s
Fatti’s & Moni’s introduced an exciting campaign aimed at honouring pasta enthusiasts in South Africa. This celebratory initiative involved a range of carefully planned activities and interactions with AmaTaliano’s, who have always embraced Italian cuisine. By organizing these curated engagements, Fatti’s & Moni’s aimed to celebrate the deep-rooted love for pasta among South Africans and highlight the connection between the local community and authentic Italian flavours.
Fatti’s & Moni’s revolutionized the South African culinary scene by introducing pasta to the country, becoming the pioneer brand in this regard. For years, they have been instrumental in empowering Mzansi to explore their creativity in the kitchen and create remarkable pasta dishes. The success of the campaign saw the Fatti’s & Moni’s marketing team being awarded a Silver Loerie at the 45th Loeries Awards Ceremony for its “Always Eatalian” campaign in the film category for TV and cinema ads under 90 seconds.
The success of these campaigns can be attributed to the meticulous planning, strategic targeting, and seamless execution, which have resulted in a lasting impact that will continue to resonate with consumers for years to come.
From giving awards to receiving one. Marketing and media entrepreneur, Pat Mahlangu received the Emerging Marketer of the Year at the prestigious IMM Marketing Excellence Awards hosted by the IMM Institute this past week. The award is given to a rising star in the marketing industry who has shown exceptional promise and potential.
Pat Mahlangu
Pat’s journey has not been a linear one. It is one of many pivots. When he first got to the University of Johannesburg, he was enrolled for a degree in Information Technology – a course he says he never really enjoyed. “I found sitting in front of a computer for long hours writing code really boring”, he said. He then changed it to Information Management so that he could study for an Honours degree in Marketing then ultimately completed a master’s degree in business management.
Motivated by the desire to send money home and to look after himself whilst studying, Pat took on many part-time jobs. At some point he was working four jobs whilst studying. He was a tutor, student assistant, cleaner and a promoter on weekends which exposed him to the world of brands. The first brand he started was Swaggy Campus Life, which was a student lifestyle brand. He also co-founded a campus-based TV station called Varsity TV.
Pat Mahlangu and Irene Gregory
Whilst completing his master’s degree, he started Pat on Brands as a passion project. Today, Pat on Brands is one of the most recognised multimedia platforms in the marketing and advertising industry.
At 32, Pat has previously lectured at the University of Johannesburg and Boston Media, focusing on marketing. In 2020, he launched Lerato Agency, serving both local and international brands. Pat’s commitment to inspiring young people led to the creation of the Top 16 Youth-Owned Brands Awards, celebrating youth excellence in brand building.
Pat’s industry involvement includes serving on the IAB South Africa Education Council, acting as an Advisory Board Member at Tshwane University of Technology’s Department of Marketing, Supply Chain & Sport Management, and being a committee member of AMASA. He’s also part of the analysis team at Brand Africa. In 2023, he was recognized as one of the Top 200 Young South Africans by Mail and Guardian and became a Play Your Part Ambassador for Brand South Africa
“I am truly honoured to be recognised for doing what I love the most – crafting brands. Thank you to IMM Institute for the award and everyone who contributed to my journey thus far especially my mentors. I dedicated this award to my uncle and my aunt who raised me, said Mahlangu.
We are delighted to announce our partnership with one South Africa’s leading heritage brands – African Bank to deliver this year’s Pat on Brands Dialogues Heritage Month Edition.
Established in 2019, Pat on Brands Dialogues is a platform that brings together communicators and marketers under one roof to share knowledge. This initiative was born from the culture of storytelling to encourage dialogue between dynamic marketers with a track record and the young professionals and entrepreneurs who have just started their marketing careers. Storytelling is one of the oldest and trusted forms of information sharing and passing on knowledge.
Guilia Iorio-Ndlovu (CMO:Pepsico SA snacks)
The benefits of these dialogues include passing on wisdom, re-energizing future marketers and minimizing the generational gap. As these young marketers and entrepreneurs develop relationships with the dynamic marketers, it can help them build their professional network, get insights on career building and potentially lead to business opportunities.
On the line-up of storytellers, are South Africa’s finest and renowned marketers – African Bank’s very own Chief Marketing Officer (CMO) – Sbusiso Kumalo, and CMO:Pepsico SA snacks, Giulia lorio-Ndlovu.
Sbusiso Kumalo(CMO:African Bank)
“The story of African Bank is a powerful illustration of the effect heritage can have on a brand,” says Kumalo.
“Our past imbues our vision of a bank for the people, by the people, serving the people, with authenticity and relevance. It creates a sense of community between those who are drawn to what we stand for, and the stewards of that heritage.
“Heritage is a living thing. Though rooted in the past, it continuously shapes the future. At African Bank, we believe that our heritage story can inspire others to create their ideal future, to be the change they want to see, just as our founders did all those decades ago. That’s why it’s such an honour to be able to share our story and what we have learned at this empowering discussion.”
This year’s theme is The Role of Heritage Brands in Shaping the Future of South Africa.
Pat Mahlangu (CEO and Founder: Pat On Brands)
“As young entrepreneur, I am truly inspired by the story of African Bank. It is the story of sheer of audacity which I have adopted as my motto. I am utterly thrilled to have joined hands to deliver the Dialogues with this inspirational brand. This collaboration also seeks to contribute towards empowering industry leaders and young entrepreneur’s dreams” says Pat Mahlangu CEO and Founder of Pat On Brands.
This partnership will not only bring attention to African Bank advancing lives through financial services but will also emphasise its commitment in making a difference and the ‘Audacity to Believe’.
The Pat On Brands Dialogue Heritage Month Edition is scheduled as follows:
Lerato Agency, a PR & Digital agency, celebrates its third-year anniversary. Established during the challenging times of the COVID-19 pandemic (when many businesses were contemplating their futures), Lerato Agency has not only survived the pandemic but has also become a trusted partner for crafting brands that people love.
Founded in 2020, Lerato Agency emerged amidst a global pandemic that disrupted industries worldwide. Despite the uncertainty and economic downturn, the agency’s visionary founder, Pat Mahlangu, seized the opportunity to create a dynamic and resilient agency.
The five love languages (services) at Lerato Agency are Public Relations, Digital Marketing, Design and Branding, Content Creation and Experiential Marketing. In celebrating the momentous milestone, Lerato Agency is showing love to three youth-owned businesses. Lerato Agency wants to turn three start-ups into brands that will stand the test of time. The agency will render its services to the tune of R300 000 (R100 000 per startup).
The criterion for this initiative is as follows:
The startup should be running for more than 6 months and less than a year.
The startup must be youth-owned (between the ages of 18-35).
The startup must be South African and registered with the CIPC.
Startups that meet this criterion can apply by sending their business profiles to hello@lerato.agency and the team will be in contact. Since inception, the agency has worked with over 30 reputable brands of the JSE as well as the Top 16 Youth-Owned Brands Awards and the Festival of Youth-Owned Brands.
Pat Mahlangu: Founder of Lerato Agency
“We are thrilled to celebrate the third-year anniversary of Lerato Agency, a milestone that marks our continued growth and success in the industry. As we reflect on our journey, we recognize the invaluable support we have received from our clients and partners. This initiative aligns with our core values of fostering entrepreneurship and sustainable growth. We are dedicated to growing and nurturing these startups into brands by investing our resources and mentorship,” says Pat Mahlangu, the founder and CEO of Lerato Agency.
Lerato Agency attributes its success to a client-centric approach, focusing on understanding each client’s unique needs, goals, and target audience. By providing tailored strategies and leveraging the latest marketing techniques, the agency has consistently delivered measurable outcomes and helped businesses thrive in the digital age.
Get ready for an extraordinary event that celebrates the entrepreneurial spirit and innovative talents of South African youth. The Festival of Youth-Owned Brands will precede the Top 16 Youth-Owned Brands Awards brought to you by Standard Bank. The Festival promises an unforgettable experience as it showcases the top youth-owned brands in South Africa at the richest square mile in Africa.
The Festival will be held on the 14th and 15th of June 2023 at the Sandton Convention Centre, starting from 09:00 to 17:00 on Day 1 and 09:00 to 15:00 on Day 2, followed by the highly anticipated award ceremony at 18:00.
The Top 16 Youth-Owned Brands Awards recognize and honor excellence among the youth, acknowledging their significant contributions not only to the South African economy but also to the country’s overall image. The festival serves as a platform for these exceptional young entrepreneurs to showcase their brands, products, and services to a diverse audience, offering an immersive entertainment experience.
Discover the best of youth-owned brands
Throughout the two days, attendees will be immersed in an atmosphere buzzing with entrepreneurial energy. They will have the opportunity to engage directly with the brand creators, interact with the showcased products and services, and discover exciting local brands they may not have been aware of before. Supporting local businesses and learning about their unique offerings will be at the forefront of this festival.
Thebe Ikalafeng
Over 30 speakers
The Festival is dedicated to creating opportunities for the youth, and as such, many young people are involved in bringing the festival to life. Renowned marketers and entrepreneurs, including Thebe Ikalafeng, Lebo Lion, Bulelani Balabala, Miles Kubheka, Tshepo Mohala, and Mbali Sebapu, will conduct insightful masterclasses.
Great entertainment
Expect extraordinary entertainment throughout the festival, as young performers take the stage and captivate the audience with their vibrant energy. Among the talented line-up is DJ & Producer, Daliwonga.
In addition to performances and masterclasses, the festival will offer engaging activities that encourage participation, creating an immersive and dynamic experience for all attendees. This event is not only a celebration of the passion, drive, and talent of youth-owned brands, but also a recognition of the expressive visionaries.
The festival will culminate in the highly anticipated award ceremony on the 15th of June at 18:00, where the most expressive and visionary young entrepreneurs will receive the prestigious Top 16 Youth-Owned Brand Award – the Gold Standard of Youth Excellence. This show of excellence will made extra special with performances singer/songwriter, Boohle and Kabza De Small, affectionately known as The King of Mapiano.
Tickets for the Festival of Youth-Owned Brands are available at https://top16yoba.co.za/tickets/. Choose from a range of ticket options, including a 1-Day Pass for R156, 2-Day Pass for R256, Award Show ticket for R716, or the Full Package for R1116.
The Top 16 Youth-Owned Brands Awards (the YOBAs) brought to you by Standard Bank have announced the 2023 jury.
Professionals, marketers and academics around South Africa applied to be a part of the Top 16 Youth-Owned Brands Awards judging panel. This year, the application for the judging panel was open to the public. The public could nominate either themselves or individuals who met a very strict criterion. The jury criteria included that the nominee should at least be an expert or an academic in the particular field they will be judging.
Top 16 Youth-Owned Brands Awards 2022
The YOBAs celebrates and recognises youth-owned brands in South Africa. It has enlisted 29 leaders in the marketing, communications, academia and entrepreneurship industry to assess and shortlist over 2 500 nominations.
Due to the success of the award ceremony last year, the Top 16 Youth-Owned Brands have received a large number of nominations this year, which sparked the idea of getting more judges. The judges that have been selected are masters in their field and specialise in the categories that they will be judging.
Pat Mahlangu: Founder and CEO (Top 16 Youth-Owned Brands Awards)
“We are thankful for the industry giants for taking time off their hectic schedules to join our judging panel. It is encouraging to have people of their calibre support youth initiatives,” said Pat Mahlangu, the founder and CEO of the Top 16 Youth-Owned Brands Awards.
For the second year, the chairperson of the jury is the Integrated Media & Digital Director of Tiger Brands Sadika Fakir and the voice of marketing, Lebo Lion as the deputy chairperson.
Sadika Fakir: Integrated Media & Digital Director (Tiger Brands)
The chairperson of the jury, Sadika Fakir says, “we are so honored to have such an exceptionally high calibre of judges for our Top16YOBA 2023 panel. Our judge panel brings excellence, skill and wisdom.”
Top 16 Youth-Owned Brands Awards 2023 Jury
The judges that will be a part of this year’s two-day festival are the following:
1. Sadika Fakir (Integrated Media & Digital Director Tiger Brands)
2. Lebo Lion (Voice of Marketing, Beople SA)
3. Dr Beate Stiehler-Mulder (Marketing Coordinator UJ)
21. Shiko Mamotheti (Digital Strategist and Director Nerdware)
22. Deshnie Govender (Marketing & Culture Leader in Tech)
23. Albert Makoeng (Divisional Sales Director Nfinity Influencer)
24. Khanyi Tshume (Head of Strategy TLC Worldwide Middle East & Africa)
25. Wendy Silinyana (Founder and Director Virtue Business Solutions)
26. Lerato Selialia (Senior Experience Strategist Immersion Group logo)
27. Lebohang Matsoso (Lead: Brand Marketing Communications Mercedes-Benz South Africa)
28. Fatima Ouanssaidi (CEO and a co-founder On-Point PR)
29. Vuyokazi Mhlope (Marketing Manager Showmax)
The awards will be preceded by the Festival of Youth-Owned Brands on the 14th & 15th of June 2023 at Sandton Convention Centre. The awards show will follow on the evening of the 15thwhere the expressive visionaries will be celebrated and recognised also at the Sandton Convention Centre.
Tickets to the gold standard of youth excellence are officially available! The Top 16 Youth-Owned Brands Awards brought to you by Standard Bank will be preceded by a two-day festival. Dubbed as the Festival of Youth-Owned Brands, the two-day festival will give youth-owned brands a platform to showcase and sell their products and/or services. The festival aims to acknowledge the contributions these youth-owned brands are making to our economy.
Top 16 Youth-Owned Brands Awards 2022
Imagine, a shopping mall of South African youth-owned brands, only? For the first time in the African continent, the largest number of youth-owned brands will be housed under one roof for over a two-day period, at the richest square mile in Africa. The festival will take place on the 14th and 15th of June 2023, bringing together trailblazers from across South Africa. On these two days, masterclasses from industry experts, entrepreneurs and the biggest names in entertainment will be in attendance. The official award ceremony will take place on the evening of the 15th of June 2023 with surprise appearances from celebrities.
Pat Mahlangu: Founder (Top 16 Youth-Owned Brands Awards)
According to Pat Mahlangu, the founder and CEO of the Top 16 Youth-Owned Brands Awards, “If you are passionate about youth excellence and want to support them, then the Festival of Youth-Owned Youth-Owned Bradnds is the place to be. The festival will be filled with celebrating and recognising the best youth-owned brands in South Africa”.
The ticket sales will be divided into three phases. The pricing for the first phase is as follows:
Grab your tickets now on Webticket! Be there or be told.
The Top 16 Youth-Owned Brands Awards are ecstatic to announce the partnership with Telkom as the technology category sponsor. This category focuses on brands that produce and sell goods and services in electronics, as well as other industries related to IT including apps.
Telkom serves a broad customer base ranging from individual customers, SMME to large enterprise. The telecommunications giant has diverse offerings, enabling true digital convergence. Telkom’s proposition includes integrated voice, data, fixed, mobile, IT and data centre solutions that strive to connect customers to a better life. They aim to provide deep and credible relationships and a distinctive customer experience for their customers.
Telkom continues to be an ally of celebrating and honouring young people for the work that they do in cyberspace. They believe in the criticality of supporting youth-owned brands across South Africa, hence the partnership with the Top 16 Youth-Owned Brands Awards. Visibility and accessibility of youth to the necessary tools is requisite to building and driving growth of their business and growth in South Africa.
Pat Mahlangu: Founder & CEO (Top 16 Youth-Owned Brands Awards)
“Connectivity is at the centre of growth for every business. Many young people starting businesses build their brands online. We are delighted to have Telkom on board as they offer connectivity solutions that enable growth for youth-owned brands,” says Pat Mahlangu, the founder and CEO of the Top 16 Youth-Owned Brands Awards.
Masingita Mazibuko, Executive Brand & Marketing, Telkom concurs saying, “Telkom is committed to empowering the youth and supporting the growth of local youth-owned brands and innovations. Our sponsorship of the Technology Category is a testament to our dedication to celebrating innovative spirit of the next generation and inspiring young entrepreneurs to leverage the power of technology to unlock their full potential.”
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