Mishma Chakanyuka, Staff Writer 
COMPANIES should practise social integration of their identities for longevity and a higher return on brand equity, an expert has said.
Speaking at the TBWA Brand Matters 2023 Event this Wednesday, brand strategist, David Duri said businesses without socially-integrated brands tend to be short-lived.
“I think that brands that win or that last over a longer period are socially integrated. The idea is how well are you socially integrated into the culture. If you want to be a brand that last long, and that has huge equity,” Duri said.
David Duri
He emphasised that people buy into outcomes and not products.
“Nobody cares about the product. People buy for the outcomes they get when they get the product. So, when I am selling insurance, I will sell the outcome of insurance,” Duri said.
Speaking at the same event, TBWA director for Africa operations, Graham Cruikshanks also emphasised on the need for marketers to understand how to measure the impact of marketing interventions.
“The way that we measure needs to be critical such that, that which was spent there, gave us those sales and that was very effective and worth it because those sales earned us far more than the advertising.
“You have to measure brand equity because that has an immense value in our wealth, so the brand’s value needs to be accounted for. We have to get to a point where we can account for both,” he said.
“If you are thinking about what conversations we are going to have, I think it’s going to be around the fact that our brand has a net value and to protect that value we have to try and figure out how to account for the work that we do that builds its value or maintains it.”
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