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  1. Author Ron Irwin Tells Us about Narrative Branding Posted in Heavy Chef News, Concocted by Renee Fortune April 23, 2014

    ron-irwin-lOn 10 April, World Wide Creative hosted a Think Tank Thursday featuring South African author, Ron Irwin. Working as a lecturer in UCT’s Film and Media Studies Department as well as a brand consultant and novelist, Ron’s approach to content creation bridges the gap between storytelling and commercial branding. According to Ron, “narrative matters because it shapes lives and human perception.” Consider the way narrative helps to shape good behaviour in kids, using characters like the bogeyman and Father Christmas, and you’ll probably agree.

    quoteFor Ron, the formula for a compelling brand narrative begins with one vital component: a character, with a desire.When that character takes steps to achieve that desire, modern magic happens. Consumers live vicariously through them, laugh with them, cry with them and most importantly, relate to them. It’s a winning formula.

    Think of the first globally acclaimed brand that springs to mind – a brand like Harley Davidson. Its brand narrative began with four, fearlessly reckless young men with an unyielding desire to build a motorcycle. Their first experiment with internal combustion took place in a tiny wooden shed and their first motorcycle ran for over 100 000 miles under five owners.* It was the beginning of a brand legacy that consumers cannot resist buying into.

    harley

    Today, content that exploits the effectiveness of narrative branding can be curated across a number of mediums from product labelling to social media. Ron pointed to the affinity that South Africans feel with the Proudly South African™ brand as a trademark that’s represented by the stories of local icons like Mark Shuttleworth and Mount Everest climber, Sibusiso Vilane. The Proudly South African™ logo signifies a national story that’s worth investing in.

    Flat-Water-Tuesday3As an author, Ron’s had his fair share of challenges when it comes to getting a novel published but by experimenting with narrative and really getting to understand the mind of the reader, he has achieved resounding success both locally and overseas.

    Ron Irwin’s novel, Flat Water Tuesday was recently chosen by the American chain store, Target as its “Club Pick” for the month of May.

    Thanks again Ron for the inspiration!

    *Reference: http://www.harley-davidson.com/en_AA/Content/Pages/H-D_History/history.html?locale=en_AA&bmLocale=en_AA

  2. Heavy Chef: The Debate on Digital Posted in Heavy Chef News, Concocted by Renee Fortune April 15, 2014

    More Insights. More Entertainment. More Digital Genius.

    Heavy Chef Tweets - 10 April 2014

    On the 10th of April 2014, 150 Heavy Chef guests streamed into the GIBS Campus in Sandton to witness the “Digital State of the Nation” presented by three of the heaviest media and analysis chefs we know.

    TBWA Durban’s MD, Justin McCarthy kick-started the debate, arguing that behind digital’s “sexy smokescreen,” lies a marketing medium that simply does not yet have the impetus to usurp the place of traditional media. Alan Morrissey, MD of Effective Measure brought another perspective to the discussion. From his viewpoint, there is indeed a place for the coexistence of digital and traditional media where the former doesn’t lead directly to the “death of everything else.”

    The Face-Off

    World Wide Creative’s very own head honcho, CEO Fred Roed, chimed in: “Digital should not be seen as a channel. It’s a thread that is now woven into all the other channels.”

    It’s about the bigger picture – a multi-faceted approach to marketing should include digital, which is a very persuasive medium.

    The Head Honcho

    Arthur Goldstuck, head of World Wide Worx put figures to facts with his Digital Participation Curve model. According to his approach, South Africa needs another 5 years to convert staunch traditionalists into active participants in the digital economy. We’re getting there.

    The Digital Guru

    This month’s event was brimming with character, from the spirited speakers to our very own “selfie sistas” (yes, that’s our nickname for you), and the evening was an overwhelming success.

    We’d like to say a huge thank you to our Heavy Chef supporters, both the familiar faces and the event initiates – it was fantastic to mingle with you all. To our speakers who embodied the philosophy that is Heavy Chef – thanks for “walking the digital walk.”

    The Crowd

    The event would not have been complete without our amazing sponsors: Backsberg for the decadent wine, Condé Nast for the magazine giveaway, Exclusive Books for the awesome prizes, Channel Mobile for their bulk SMS service and of course GIBS for the iconic venue.

    Keep watching this space for exclusive videos, images and news on the event and we’ll keep you posted on when and where the next event will be held. Keep taste-testing the ingredients of digital marketing. Don’t be a skinny chef.

  3. Heavy Chef Presents: The “Digital” State of the Nation Posted in Heavy Chef News, Concocted by Alexa Tiganis April 1, 2014

    R79-billion: That’s the forecasted worth of South Africa’s internet economy for 2015.

    5.71%: That’s the projected contribution of this sector to the country’s GDP growth rate.

    0: That’s the number of companies, government organisations, entrepreneurs and digital pioneers that should not be participating in driving the industry forward. *

    The Heavy Chef Project presents another not-to-be-missed session aimed at online professionals, digital SME innovators and marketers looking to leverage the power of the online beast. Set to be headlined by Arthur Goldstuck, MD of the World Wide Worx research organisation, this session will deliver the ‘State of the Nation’…in digital form.

    According to Goldstuck’s ‘Digital Participation Curve’ model, it takes 5 years for an online audience member to become a digital power user. Where is the South African user on this continuum? We’ll find out.

    How valuable is digital media in the South African context? Alan Morrissey, MD of Effective Measure, and Justin McCarthy, MD of TBWA Durban will answer this question from two opposite ends of the spectrum. The debate begins here.

    Unfortunately, no further bookings can be made for this session as it is fully booked (that was fast – as always).

    The good news? You can follow the event on Facebook and Twitter for live updates before, during and after the event. Sign up for the newsletter here to guarantee that you’re the early bird at the next Heavy Chef event.

    If you were lucky enough to grab a place, don’t forget to diarise the following information:

    THE WHEN: 10 April 2014 @ 18h30

    THE WHERE: The Gordon Institute of Business Science, Johannesburg

    THE GEOGRAPHICAL WHERE: GIBS Campus; 26 Melville Road, Sandton, 2196

    THE HOW MUCH: 18% of your monthly salary. No, wait, 16.5%. Okay, 11%. Oh hell, it’s free.

    For a map and directions to the venue, please click here.

    Heavy Chef events are organised by World Wide Creative, and endorsed by the IAB South Africa. An opportunity for indulgence is provided by Backsberg with their offering of eco-friendly wine at the event.

    We look forward to seeing you all there!

    Fred, Mike and the Heavy Chef team

    * Statistics provided in the report, Internet Matters: The Quiet Engine of the South African Economy, by World Wide Worx

  4. Heavy Chef with Michael Jordaan Posted in Heavy Chef News, Concocted by Alexa Tiganis August 29, 2013 4 comments

    Last week, Heavy Chef, together with World Wide Creative, was privileged to host innovation leader and CEO of First National Bank, Michael Jordaan, at our August session. Speaking at Deloittes in Johannesburg, Jordaan focused his talk on lessons in innovation and how FNB has used technology and digital innovation to challenge the traditions and norms in banking.

    Addressing the Johannesburg audience, Jordaan spoke personally on the topic, sharing stories from FNB and how some of their most innovative ideas came about. A firm believer that “no-one is smarter than everyone,” Jordaan shared how he has fostered a company culture which encourages employees from all levels in the corporate hierarchy, from the top level of management right down to ground level, to come forward with their ideas. According to Jordaan, innovation heroes aren’t the ones who develop the ideas; they are the guys who navigate corporate bureaucracy to take ideas to reality, stating, “If you don’t have a culture that recognizes that leadership doesn’t know everything, you cannot innovate.” It is through this leadership style, that has led FNB to revolutionary ideas such as free slow lounge access, iPad deals and ebucks rewards.

    The monthly event was booked out in a matter of hours, and over 400 people attended the session, making it our biggest audience to date. Jordaan, the man that revolutionised digital consumer relations in the South African banking sector, reiterated his down-to-earth nature by speaking openly and passionately.HeavyChef-crowd2

    “Speaking with sincerity makes @michaelJordaan a convincing speaker. Passion makes him compelling” – Nicole Brower

    “@MichaelJordaan makes me want to go out and tackle the world. An absolutely brilliant and relatable speaker.” – Lee-Anne Olfsen

    Big thank you to our sponsors World Wide Creative, Deloittes, Backsberg, Nokia RSA, and Channel Mobile. If you would like to hear more about the Heavy Chef events, sign up to our newsletter here.

  5. Heavy Chef August: Michael Jordaan on Digital Innovation Posted in Heavy Chef News, Concocted by Agnes Sokol August 7, 2013

    Booking for our next Heavy Chef Event is open! Guest speaker, Michael Jordaan, CEO of First National Bank will be talking on how Digital Innovation is Transforming the Banking Sector.

    Date: 21 August 2013

    Time: 18h30

    Where: Johannesburg, Deloittes Woodmead.

    To book a seat and find out more about the event see here.

  6. The Latest Heavy Chef Sessions in Pictures Posted in Heavy Chef News, Concocted by Guest July 31, 2013 4 comments

    As you may have noticed we have been rather busy over the past couple of months, bringing you some great speakers to talk about relevant industry topics. In June we hosted Alistair Fairweather, from the Mail and Guardian, to speak to our Johannesburg, digital community about The Future of Digital Publishing. In July we hosted two sessions, one for each of our favourite cities. The first session was hosted in Cape Town, with two respected digital fiends; tech entrepreneur Dan Bowyer and Andy Gilder from MACHINE Agency. These two speakers presented a context- flipping angle on the future of digital, which sees the industry move away from its current, content-obsessed saturation and into real-life realms that add value to your life. Our second July session was hosted in Johannesburg, with Jason Xenopoulos from NATIVE, reporting back from the Cannes film festival with his annual presentation, Cannes in a Can. Jason’s talk unpacked the latest global trends and emerging technologies. All sessions were thoroughly enjoyable thanks to our amazing speakers and generous sponsors; Deloittes, Backsberg Wine, Channel Mobile and Nokia. Look out for our next session on the 21 August 2013. Sign up to this event has not yet opened, but get ready for your invite because it is one that you don’t want to miss! To hear about our sessions first you can sign up to our newsletter here.

    Sharing a beer and a glass of Backsberg wine before the Johannesburg session with Alistair Fairweather.Sharing a beer and a glass of Backsberg wine before the Johannesburg session with Alistair Fairweather.

    Andy Gilder during his presentation, "The Internet of Things."Andy Gilder during his presentation, “The Internet of Things.”

    Dan Bowyer during his presentation "The Digital Revolution is Dead."Dan Bowyer during his presentation “The Digital Revolution is Dead.”

    Jason Xenopoulos giving his 'Cannes in a Can' presentation to his Johannesburg audience at Deloittes, Woodmead.Jason Xenopoulos giving his ‘Cannes in a Can’ presentation to his Johannesburg audience at Deloittes, Woodmead.

    The Johannesburg community listening intently to a presentation by Jason Xenopoulos.The Johannesburg community listening intently to a presentation by Jason Xenopoulos.

  7. Heavy Chef May session review: Rian van der Merwe on Responsive Web Design in Africa Posted in Heavy Chef News, Concocted by Guest May 31, 2013 25 comments

    Last week Heavy Chef hosted UX strategist, Rian van der Merwe, at our second Cape Town session of 2013. Rian, who is the usability director at Flow Interactive, focused his talk on Responsive Web Design and explained why the topic is relevant in an African context despite the scepticism which surrounds it.

    IMG_6756Rian began his insightful presentation by summarising the changing context of the web in a simple sentence: “Computers aren’t PC’s anymore; they are the things in our pockets.” The growth in smartphones and tablets is not only changing the way in which we access the internet but also the way in which we use our mobiles.

    Rian believes that the preconceived notion that mobile users are rushed and distracted, and therefore require only the information that is relevant, is no longer plausible. He stated, “People will do anything on their mobile if they have the need.”

    With a 14% decrease of PC shipment worldwide, the largest decline yet, smartphones and tablets are the way of the future. In order to adapt to this changing context we need to adopt Responsive Web Design. Responsive Web Design is the practice of developing digital experiences that adapt to a users device. Simply put, the website will readjust to accommodate for different screen sizes and orientation, without compromising the content of the website. This practice is beneficial to businesses as it reduces the amount of redirects to websites and has positive repercussions such as increasing SEO, good value for money and better experience for the user.

    IMG_6765Rian stresses that if Africa wants to remain ‘future friendly’ then we have no choice, but to change our practices. Many people are sceptic about the relevance of Responsive Web Design in Africa because of Africa’s low smartphone share and high data costs, but according to him this is slowly changing. By 2015 the growth of mobile phones is set to rise from 500 million in 2011, to 850 million, of which 127 million will be smartphones. Additionally Africa and the Middle East will see the strongest growth in data traffic worldwide and by 2016, 58% of mobile data usage in Africa will be off smartphones and tablets, which will result in a decrease of data costs.

    “The reality is that for many people in Africa, mobile internet may be the only source of internet,” Rian explains, “ Yes, responsive web design costs more… than doing nothing,” but ask yourselves, “why do we never have time to do it right, but always have time to do it over?”

    Africa does present challenges which will affect the relevance of Responsive Web Design, such as high data costs and limited access to smartphones. However, Rian’s belief is that we should consider this practice based on the changing context of mobile usage in Africa. He concludes by saying, “Just because we can’t do something today, it doesn’t mean we cannot strive to do it tomorrow.”

    To follow Rian on Twitter, click here and to follow Flow Interactive on twitter, click here.

  8. UX & Content May Event Fully Booked Posted in Heavy Chef News, Concocted by Mike Perk May 9, 2013 2 comments

    Our May session with Rian van der Merwe and Kerry-Anne Gilowey is fully booked. To get notified first about our upcoming events with top speakers, sign up to our newsletter.

  9. Why You Need To Consider Digital Mapping For Your Online Budget: mapIT Posted in Heavy Chef News, Concocted by Wendy Tayler April 17, 2013 1 comment

    Digital mapping is becoming increasingly essential in an age where technology is no longer a choice. Etienne Louw has embraced the possibilities that digital provides when it comes to mapping and location based data. We chat to him about how mapIT began and what this accurate product means for businesses around the world. He also explains the personalisation of layering and the benefits that many people are not aware of when considering online maps. Read Further

  10. If You Are In Digital, You Have A Responsibility: Co-Founder Of GoMetro Explains Posted in Heavy Chef News, Concocted by Wendy Tayler April 12, 2013 1 comment

    We wanted to find out more about the engineer-turned-programmer who decided to create an app that gave commuters relevant information about travelling by train. Justin Coetzee is the co-founder of GoMetro – an app that has changed the way South Africans use MetroRail, and the way we see digital merging with public services. Read Further

  11. Heavy Chef Exclusive Interview With Sir Richard Branson On Digital Entrepreneurship Posted in Heavy Chef News, Concocted by Wendy Tayler April 9, 2013

    We were truly privileged to have the opportunity to pick the brain of undoubtedly the greatest entrepreneur of our time – Sir Richard Branson. While he was in South Africa, he shared some gems with us about digital entrepreneurship, what we can learn from UK businesses, creating a diverse brand, and the biggest mistake start-ups make. Read Further

  12. Online Conversations Report – Content 2013 Conference [INFOGRAPHIC] Posted in Heavy Chef News, Concocted by Wendy Tayler March 13, 2013

    Two weeks ago we attended “Content 2013” – A truly comprehensive content marketing conference. With the theme of the ‘whole story of content marketing’, the two-day conference provided an inclusive and interactive forum.

    The online conversations trended on Twitter. This BrandsEye infographic details the 1316 online conversations that took place over the two days – resulting in over 2 million opportunities to see. Read Further

  13. Heavy Chef March Session Review: Andrew Smith (Yuppiechef) And Nikki Cockcroft (Woolworths Online) on E-commerce Posted in Heavy Chef News, Concocted by Wendy Tayler March 11, 2013

    Our first Johannesburg Heavy Chef session for 2013 hosted Nikki Cockcroft who heads up Woolworths Digital, and Andrew Smith; the co-founder of one of South Africa’s most loved brands – Yuppiechef. With the focus on E-commerce, we saw two very different stories of success. Both inspiring and dynamic. Read Further

  14. How Will Online Content Be Restructured In The Future? Posted in Heavy Chef News, Concocted by Wendy Tayler March 5, 2013

    Content remains king in 2013, but as Greg Ciotti describes, in order to stand out in the future, that content needs to become more visual and interactive. We chat to Greg who is the marketing strategist for Help Scout – an invisible email support software for startups and small businesses. He is also the founder of Sparring Mind, the behavioral psychology blog with over 100,000 readers. Read Further

  15. How Group Buying Will Evolve: CEO Of Groupon Shares His Thoughts Posted in Heavy Chef News, Concocted by Wendy Tayler March 4, 2013 1 comment

    Daniel Guasco is the CEO of Groupon South Africa. After co-founding Twangoo which was later acquired by Groupon, he has led the coupon website to great success. We speak to Daniel about how it differs from other group buying deal sites and his thoughts for this method of consuming in the future. Read Further

  16. The Importance Of Advertising On Mobile: Director Of 2Go IM Service Shares Stats Posted in Heavy Chef News, Concocted by Wendy Tayler February 13, 2013 4 comments

    With mobile growing at a rapid pace, instant messaging is one of the most popular ways for people to stay connected at a cheaper rate than text messaging. It also allows users the opportunity to meet new people. We speak to Marc Herson, Director at 2go, a successful and free IM service for mobile with over 20 million registered users. We also get some great advice for advertisers wanting to target IM users. Read Further

  17. SMMEs: Win A Business Makeover Worth R150 000 From Telkom Business Posted in Heavy Chef News, Concocted by Mike Perk February 8, 2013

    Telkom Business is giving small, medium and micro enterprises the rare chance to win their share of R750 000 towards a business makeover. The five lucky winners will receive R150 000 each worth of prizes to help boost their business and put them ahead of the game. Read Further

  18. Heavy Chef January Session: Rand Fishkin Of SEOmoz On Search Marketing Trends Posted in Heavy Chef News, Videos, Concocted by Wendy Tayler February 4, 2013

    We started off 2013 with a massive bang, hosting none other than the SEO giant himself, Rand Fishkin, founder of SEOmoz. Rand had a lot of phenomenal content to share with our Heavy Chef audience. Read Further

  19. Telkom Business Offers SMEs A Chance To Win A Makeover Posted in Heavy Chef News, Concocted by Wendy Tayler February 1, 2013 3 comments

    The small and medium enterprise sector is one of the largest creators of jobs within the South African economy. This will play an important role in reaching the goal of 5 million new jobs by 2020. Read Further

  20. What Is The Best Way For Entrepreneurs To Fund Their Ideas? Posted in Heavy Chef News, Concocted by Wendy Tayler February 1, 2013 1 comment

    We talk to Ben Botes, co-founder of StartMe, the fresh South African crowdfunding platform. The South African version of Kickstarter was a natural step for Ben, who’s main interest lies in investment networks and entrepreneurial ideas. Ben is also the author of ‘Release Your Inner Entrepreneur‘. We find out what the benefits of this startup platform are, and we also hear his interesting predictions for crowdfunding in 2013. Read Further



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