Also in this section...   A Practical Guide to Brand Management Ad Liking and Brand Buying a Neurological Perspective Applied Brand Valuation Brand Equity: What It Is and How It Should Be Measured Brand Leadership Is a Niche Activity View All »

Women The Brand – It’s an EVE-olution!

ImagineNATION Alliance founders Amanda Reekie and Fiona Ross developed a WomenNation study which aims to improve corporate South Africa’s understanding of women. A poll conducted by imagineNATION Alliance found that South African urban women believed that advertisers didn’t understand them. The study found that the problem stems from not being able to grasp the multi-dimensional roles women play, thereby creating products and communication that only speaks to one of their roles, which results in stereotyping.

Taking into consideration that women constitute 41% of the South African working population, that they own 70% of informal business in the country and that 40% of black households are run by women it would make sense that advertisers and marketers need to address issues concerning their miscommunication with a powerful mass of consumers.

ImagineNation Alliance will be screening an exclusive documentary, at the Women The Brand Conference on the 26th and 27th July 2006 in Johannesburg, based on the findings of their WomenNation study, which was conducted to gain an understanding of the typical South African woman consumer. To date they have interviewed 800 women and their findings will enlighten delegates with the most up-to-date demographics ensuring that they market more successfully to women.

The ‘Women The Brand Conference’ is organised by Top Conference and Events and is proudly endorsed by The Businesswomen’s Association of South Africa and the Top Women in Business and Government Publication. Our Proud Media Partners for the event is Women24 and The Marketingsite.com. We have also established a Strategic Alliance Partnership with African Response.

The line-up of speakers include experts such as Chris Moerdyk, Corporate Marketing Analyst and Advisor, Michelle Buthelezi of the Businesswomen's Association, Sam Wilson, who is Editor-in-Chief of the leading website Women24.com, Connie Nkosi, Board Member of Pick and Pay, Dr. Anina Maree, Associate Director of Media at Africa Response, Nic Bednall of Berry Bush BBDO and Fritz van Olst, Managing Director of DaimlerChrysler.

Other top contributors are Illana Melzer, co-founder of Eighty20 Consulting, Venashree Pillay who is Executive Head Corporate Communications at Cell C, Nkini Phasha, Business Manager Women’s Health at Pfizer, Alison Tucker, Managing Director of Added Value, Sean McCoy, Managing Director of HKLM and Greg Maloka, Director of Instant Grass.

We are elated to announce a special appearance by Tim Plewman who will be presenting extracts from his renowned theatre production ‘Defending the Caveman’ which has been running throughout South Africa for the past eight years to sold out houses.

This first-of-its-kind marketing conference aims to create a platform where representatives of brands in South Africa will address the South African marketing community and relay how they have adapted their marketing programs to successfully communicate with women. We will be decoding various marketing and advertising strategies to determine which campaigns work and why.

The conference also aims to provide insight into the decision-making and thought processes women engage in when deciding what brands and products to buy. This is the ideal opportunity for South African businesses to become skilled in the art of marketing to women.

Attendance at the Women The Brand Conference will also secure you a seat at the Fast Track Networking session where you will be able to meet other industry professionals and build your client base. You will also be given access to the Fast Track Networking website (www.fasttracknetworking.co.za) which will enable you to download the speaker presentations, upload your company logo and profile and interact with other delegates via email.

If you would like to learn how to communicate more effectively with women consumers thereby ensuring the success and longevity of your brand attendance at the Women The Brand Conference is compulsory.

For further information, contact Lee-Anne Barnard on 021-441 2500 or email lee-anne.barnard@topco.co.za