I recently binge-watched “Follow the Sun“, the story of the Springbok World Cup Rugby campaign. Rising from the depths of despair, they secured their second consecutive World Cup victory in Paris. At the same time, I read about Ackerley Partners’ potential $400M valuation of the brand — up 50% from the first episode.
What stood out was the authentic, unwavering belief and passion behind the mission on behalf of South Africa’s diverse people. It’s rare to see a global brand—or corporate giant—embrace community first and brand development with such sincerity and dedication to their community/consumer.
Having witnessed how many big brands have damaged relationships with their consumers post-COVID, it’s clear that only those who embark on a truly authentic path will thrive. Others risk drowning in their own white noise in a marketplace increasingly being driven by Gen Z values. Be “demure”. Be “wholesome”.