The milestones and mini case studies below represent a selection of highlights for Dee and BOBI over the past 20 years of business and brand consulting:
2013 to Present - Wits University MA & PhD Studies
In 2013 Dee registered to do her Masters in Anthropology at the University of the Witwatersrand (WITS), which she achieved with distinction in 2014. In 2015, she registered to do her PhD in Philosophy (Anthropology), which she is hoping to complete over the next three years. Dee continues to consult on small strategic projects when her study commitments allow, but her priority is the work that she is doing in social development - please see bobi in the community for more information on this.
2012 - Imbalie Beauty, Placecol, Dream Nails, Perfect 10 Brand Brand Strategy
Working closely with the Imbalie Beauty team, the development of a brand strategy for the Imbalie Beauty Group. This included brand positioning and portfolio strategy for their Placecol, Dream Nails and Perfect 10 brands to ensure synergy across the group, and the development of their retail beauty ranges.
2011 - Edgars & Thank U Brand Vision & Positioning
Working closely with the Edgars marketing and branding team, the development of an innovative new brand vision and positioning for one of South Africa's biggest retail destination brands, supported by their group Thank U loyalty programme.
2011- Hollard Brand Vision Activation
Following on from the development of Hollard's business and brand vision in 2007, the Hollard brand & marketing team requested that BOBI conduct a detailed review of their competitive environment in 2011, to ensure the ongoing relevance of the vision, & recommendations on how to continue implementing it in a motivating way, within the Hollard corporate environment.
2011 - Edcon Financial Services Strategic Brand Development
In partnership with the Hollard & Edcon Financial Services team, the development of an inspiring, yet differentiated brand positioning, proposition and vision for the Edcon Financial Services offering. This vision needed to be relevant to the broad range of consumers that tap into Edcon's various consumer brands, as well as competitive in the broader financial services market.
2011 - Vodacom Brand Strategy Review
Following the launch of the new brand identity, Vodacom requested that BOBI complete a detailed brand and cultural Codex on the world of communications, financial services, entertainment and social networking. This insight coupled with an exhaustive review of the Vodacom business and brand strategy informed strategic recommendations for the brand moving forward.
2010 - Tiger Brands Corporate Brand Positioning
In partnership with the Metropolitan Republic creative team, the development of a corporate brand positioning and vision for Tiger Brands. After conducting a detailed competitive review, and understanding the role of Tiger Brand's consumer brands in everyday South African's lives, a new level of pride and commitment was engendered in the corporate environment, including the values and behaviours that would drive the process forward in a meaningful way.
2009 to 2010 - Jo'burg Child Welfare Centenary Vision
At 100 years, Jo'burg Child Welfare is on of the oldest NGO's in SA. BOBI assisted the organisation with the development of a new vision, which was launched at their centenary celebrations. Work was also done with the management and leadership team around market segmentation, product/service portfolio strategy and assistance given in the implementation of the new vision.
2009 - SAB's World of Beer
The World of Beer is SAB's destination for their range of consumer brands, as well as a great showcase for their passion for beer. In partnership with the World of Beer team, a detailed insight programme was undertaken of the overall experience, and a new corporate vision developed for the destination experience.
2007 - Fancourt Golf Estate Brand Repositioning
This world class golfing destination was in need of focus and direction from a brand perspective. They have now used their new proposition of 'Celebrating Life', and supporting values, to reposition their offering to a broader family orientated market, alongside all the serious golfers of course!
2007 to 2010 - Brand & Marketing Strategy Development & Delivery
In partnership with Xfacta, the strategic brand development of the South Point lifestyle and destination solution for students and young adults across the country. This revolutionary brand and management team are reinventing the whole Braamfontein precinct with a mixed use residential, commercial and retail offering.
2008 - Foschini Business & Brand Vision & Engagement
In partnership with the Foschini management team, the development of a new vision for the Foschini brand. A key insight was the importance of partnership and collaboration in their business and their industry, we used this to develop a detailed brand engagement programme that was rolled out by its training and development team across South Africa.
2008 - Appletiser Global Brand Strategy
In partnership with the global Appletiser team and MorrisJones, the facilitation and development of the global Appletiser brand positioning strategy. We also worked on the positioning of an exciting new sub-brand "Delightiser" for a younger female market.
2007 - Wimpy Business & Brand Strategy
In partnership with MorrisJones advertising agency, the development of the Wimpy business strategy, market segmentation and brand strategy. A key insight was the role that Wimpy plays in giving ordinary South African's a safe place to experience new things such as eating in restaurants and drinking Cappuccino's.
2007 - Launched the Business of Brands Institute (BOBI)
Launched BOBI, with business partner and sister Alex Blackie, with the aim of focusing more on business and brand methodology development and social investment projects.
Alex now runs an inspiring executive coaching company called Alchemy Coaching.
Alex now runs an inspiring executive coaching company called Alchemy Coaching.
2005 - 2009 Hollard Strategic Vision Development & Partner Brand Insight/Tracking
The development of Hollard's business and brand vision and positioning in 2005, followed by ongoing insight into their strategic brand partners. Hollard is a company that truly understand the meaning of 'partnership', and is one of the finest venture capitalists in the South African market in the field of insurance.
2006 - Etana Brand Development
The development of the Etana brand from concept, with the management team from Hollard, to brand vision and positioning, naming and ultimately brand identity, with the talented design team at Xfacta.
2006 to 2007 - Launched Xfacta Consulting
Launched the boutique brand consultancy in partnership with Kees Schilperoort, ex global creative director of Enterprise IG. BOBI still does plenty of strategic consulting for Xfacta, on a range of exciting local and global projects.
2005 to present
Having met Nkhensani Nkosi on the Communications Committee for World Cup 2010, BOBI has worked closely with the Stoned Cherrie team helping them with brand positioning, business strategy, and Infinite Possibility brand engagement workshops. We also assisted with the brand positioning of Love Movement by Stoned Cherrie for Foschini, and were lucky enough to join Nkhensani at the 2009 New York Fashion Week, Stoned Cherrie being the first SA brand to take part in this global event.
2004 to 2009 - Strategic Business & Marketing Consultant to Wilderness Safaris
Having met the Wilderness team whilst developing the brand positioning for their 'North Island' luxury offering, a wonderful relationship developed, which included many exciting adventures into the wilderness, and some consulting work! Projects ranged from the development of their global brand positioning, brand architecture, product portfolio strategy, new business development, internal cultural audits and brand engagement, to a sustainable approach to brand measurement and evaluation, which we coined "Branding Equilibrium", and best of all, the facilitation of their spirited annual leadership forums.
2005 - Acting CEO of the Marketing Federation of SA
Following negative publicity over the 2004 Loeries Awards and the resignation of its CEO, the board of the MFSA approached Dee to assist in helping to revive this ailing industry body - a real baptism by fire, but a wonderful learning experience, and despite the eventual closure of the organisation, Dee delivered on her mandate during her 9 month stay. This including the respositioning and restructuring of the organisation, the revamping of its communication tools and the development of new revenue streams such as the 'Marketing Excellence Awards', the 'Winter School of Marketing Excellence', the 'Marketing Directors Circle', entreprenaurs@mfsa, all of which served to halve the organisations debt in the 9 month period, but proved to be too little too late!
2004 to 2005 - Strategic Marketing Consultant MTN
Strategic Marketing Consultant to MTN South Africa and MTN Group (Nigeria, Cameroon, Uganda, Rwanda and Swaziland).
The development and management of a number of key business, brand and marketing projects reporting directly into the Executive Director for Marketing, Santie Botha. Projects included the global brand repositioning of MTN, global segmentation development, brand architecture, product portfolio strategy, and communication strategy. The launch of a new Y'ello MTN across the continent, meant the need for training in each country, the facilitation of the quarterly CMO Forums, internal brand engagement, global 'iconic' brand metrics development, innovation, service delivery strategies, scenario planning and much more... A real privilege to work on a truly iconic African brand that has taken the world by storm!
The development and management of a number of key business, brand and marketing projects reporting directly into the Executive Director for Marketing, Santie Botha. Projects included the global brand repositioning of MTN, global segmentation development, brand architecture, product portfolio strategy, and communication strategy. The launch of a new Y'ello MTN across the continent, meant the need for training in each country, the facilitation of the quarterly CMO Forums, internal brand engagement, global 'iconic' brand metrics development, innovation, service delivery strategies, scenario planning and much more... A real privilege to work on a truly iconic African brand that has taken the world by storm!
2002 to 2003 - Strategy Director (Africa/Middle East) Enterprise IG Brand Consultancy
Developed the Africa/Middle East strategic offering for Enterprise IG (now Brand Union), working on diverse project from South Africa, to Nigeria, to Tanzania, to Dubai.
Launched the Enterprise IG Business & Brand Engagement offering, or BABE as we liked to call it, our internal employee brand engagement offering.
Launched the Enterprise IG Business & Brand Engagement offering, or BABE as we liked to call it, our internal employee brand engagement offering.
2001 - SAB Marketing Way
In partnership with the Added Value UK office, and the global SAB marketing team, the development and training of the first SAB Marketing Way programme. SAB had set its intentions on becoming one of the largest brewers in the world, and had marketing teams in countries as diverse as Africa, China, Czech Republic, the UK and the USA. The Marketing Way aimed to capture best practice on how to develop marketing, communication and trade strategies, market segmentation, brand positioning, product portfolio and marketing implementation strategies, ultimately to develop a global language of brands.
1999 - Castle Lite Repositioning and Repackaging
The repositioning of Caste Lite with the aim of making it more appealing to an aspiring female market.
The project was a wonderful partnership between AVG and the SAB marketing team and included a range of qualitative and quantitative research into women of South Africa. The repositioning of the brand led to a redesign of the brand's identity and packaging it in a new aspirational green bottle.
The project was a wonderful partnership between AVG and the SAB marketing team and included a range of qualitative and quantitative research into women of South Africa. The repositioning of the brand led to a redesign of the brand's identity and packaging it in a new aspirational green bottle.
1998 - Solantis Spice Alcoholic Ginger Beer
The development of a new alcoholic ginger beer brand for SAB, tapping into the new young adult market of 'alco-pops'.
The project included concept development, product development, market research, brand positioning and naming. A key insight was the importance of understanding local slang or 'Iskamto', as the word "ginger" has many meanings in totsi taal, not all of them good!
The project included concept development, product development, market research, brand positioning and naming. A key insight was the importance of understanding local slang or 'Iskamto', as the word "ginger" has many meanings in totsi taal, not all of them good!
1998 - Youth/Young Adult Pulse
An extensive market research project around young adults in South Africa aged 18 to 24.
This was a very exciting project, as the late 1990's was a critical stage in the development of popular culture in SA. Following the end of Apartheid, and a new democratic election in 1994, SA's youth of all races and cultures took the first tentative steps towards defining what it meant to be the future of this vibrant country. From the launch of 99.2 Yfm and Stoned Cherrie to music bands such as Bongo Maffin and TKZee, the enthusiasm and creativity was infectious.
This was a very exciting project, as the late 1990's was a critical stage in the development of popular culture in SA. Following the end of Apartheid, and a new democratic election in 1994, SA's youth of all races and cultures took the first tentative steps towards defining what it meant to be the future of this vibrant country. From the launch of 99.2 Yfm and Stoned Cherrie to music bands such as Bongo Maffin and TKZee, the enthusiasm and creativity was infectious.
1998 - Dakota Ice New Product Development
The development of a new ice filtered beer brand for SAB called Dakota Ice.
This project included concept development, market research, brand positioning and naming. The name Dakota, was agreed on after a lengthy name generation workshop, where we discovered that Dakota is the coldest as well as on of the hottest places in America.
This project included concept development, market research, brand positioning and naming. The name Dakota, was agreed on after a lengthy name generation workshop, where we discovered that Dakota is the coldest as well as on of the hottest places in America.
1998 SAB Segmentation
Ethnographic research around alcohol consumption leading to the development of a detailed market segmentation for the 'long alcoholic beverages market' in South Africa for South African Breweries. This project illustrated the importance of using an anthropological approach to market research, or 'participative observation',... what consumers tell you in market research groups vs their actual behaviour can be very different.
1998 - 2002
Added Value Group
Strategic marketing consultant at Added Value Group.
Started Johannesburg office in 1999.
Strategic marketing consultant at Added Value Group.
Started Johannesburg office in 1999.
1997
Account Manager at Ogilvy & Mather RSTM
Managed the Old Mutual advertising account.
Managed the Old Mutual advertising account.
1997
Journalist for 'In Session' Publication
Covering a range of portfolio committee meetings, and meeting many of the hero's of the new South Africa.
Covering a range of portfolio committee meetings, and meeting many of the hero's of the new South Africa.
1996
Retail Manager CM&A Advertising
Developed and ran a specialist retail division within CM&A Advertising. This included the management of 5 key retail accounts in Zimbabwe, a typical day could involve taking a client brief, writing ad copy, appearing in a radio ad, and then dropping the material off at ZBC, ready to be flighted that night!
Developed and ran a specialist retail division within CM&A Advertising. This included the management of 5 key retail accounts in Zimbabwe, a typical day could involve taking a client brief, writing ad copy, appearing in a radio ad, and then dropping the material off at ZBC, ready to be flighted that night!
1995
Launch Editor for GO Magazine - leisure industry trade magazine.
1990 - 1994
Bachelor of Journalism
Advertising manager for National Arts Festival Cue Magazine.
Designed a range of university magazines.
Advertising manager for National Arts Festival Cue Magazine.
Designed a range of university magazines.
