PLEASE NOTE:

MyNews24 is a user-generated section of News24.com. The stories here come from users.

 
Tiisetso Maloma
 
Comments: 1
Article views: 355
 
 
Latest Badges:


 
View all Tiisetso Maloma's badges.
 

To South African Brandpreneurs: ‘Support local’ is a weak ammunition

03 April 2014, 07:17

Let’s be honest, do you support local than what you love (which is mostly international stuff)? If you do, you are an uncelebrated hero.

Even the unions’ (Cosatu, Num, Numsa etc.) investment arms do not invest in local young start-ups. I do not know these for a fact – I am an ars...

I used to own and run 2 labels: gabble heights and Rural Joss. Most people who bought our clothes did so because they loved the brand: design, fabric, intrigue, appeal and fit. This is all from feedback. I am sure there were those who bought because we were local guys and others because they were our friends.               

But I am definitely sure those who bought out of fascination with far out weighted those who supported out of ‘buy local’.

Lets us take All Star Converse as an example. It is an American brand. It is loved everywhere else in the world, especially here in South Africa. In the past it used to be associated with ma-pantsula, but now it appeals to a lot different sub-cultures. Actually it cuts across sub-cultures. For some people, they just have to have it.

When a South African buys All Star, it is because it intrigues them in one way or another. Whether it’s that it looks good on them or that it is in trend or it is their signature.

When an American buys it, either one or all of these reasons apply. The nationality of the brand could to an extend bear weight (I think it’s extremely little), but I am sure it is not a determining factor – it is just a bonus: the shoe’s intrigue, look and appeal outweigh the brand’s geographical roots.

Hence Americans can love many other European brands: Versace Versace Versace Versace Versace –or whatever number of times that songs says Versace. It is a product’s intrigue which determines if a sale is made.

Loxion Kulca

I remember H20’s 2003 (am I right?) ‘wonderful’ video. It featured a whole lot of South African celebrities wearing Loxion Kulca. We immediately loved the brand either because of its appeal, design, meaning (especially for a resurging SA), intrigue and the famous stylish people who wore it. Zandi Nhlapo boss. The ‘proudly local’ factor came last, if it came – it was just a bonus.

I am not dictating how people should run their brands, but what I think will stand out is: design, meaning, appeal, intrigue and whatever reaction it gets out of people. But I strongly believe you cannot bank on the ‘buy local’ tag.

It is time we start making products which are just good on the basis of they are good.

We need as a country, to create a foundation for young entrepreneurs to start businesses of compelling value. Entrepreneurial education is schools is mere enterprising i.e. buying and selling what is available or making what the entrepreneur feels is needed – not what is usable and needed by society. When I say compelling value I mean, businesses which are not compelling because they are proudly made in SA by a South African, but because they honestly intrigue interest in people/consumers to own them and/or use their value – here and beyond South Africa.

People buy the kind of compelling value which beats substitute (competition) products with one factor or more. We can agree Blackberry is a crappy phone, but some people still buy it over (or with) Samsung and Apple because of BIS, and maybe that it has cheaper versions. I know I do. Therefore Blackberry has a feasible ‘compelling value’ given its better competition.

But please, buy my book Forget The Business Plan Use This Short Model’ because it is ‘proudly local’.

Tiisetso Malomais a business model consultant, devised EBC business model checklist canvas, authored Forget The business Plan Use This Short Modeland the free booklet Township Biz Fastrack. He is an entrepreneurship activist, growth hack marketing explorer. Startups he is involved with are www.BulaBuka.co.zadigital publishers, and DVDapps which makes DVD disc based edu-apps. Follow Tiisetsoon Twitter @TiisetsoMaloma, Quoraand Facebook.

Disclaimer: All articles and letters published on MyNews24 have been independently written by members of News24's community. The views of users published on News24 are therefore their own and do not necessarily represent the views of News24. News24 editors also reserve the right to edit or delete any and all comments received.
 

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
1 comment
Add your comment
Comment 0 characters remaining

Read more from our Users

Submitted by
CatCrazy
You Bloody Animal Hating Bastard!

Two nights ago, my sweet, gentle, caring cat, Elli, got shot by a high powered rifle. She is 3 years old. This is a cat, who just wants to love and be loved. Read more...

66 comments 3161 views
Submitted by
Craig Pedersen
What Eskom is costing my business

Every day that I cannot trade, costs ME directly R10k. Read more...

31 comments 1803 views
Submitted by
Antony Seeff
WhatsApp VOIP

WhatsApp voice calling – game changer or fringe feature? Read more...

7 comments 740 views
Submitted by
Gert James
Shedding a tear over Loadshedding

Stop treating me and millions of other citizens like we are in inconvenience. We do NOT live in a third world country and the time has come for you to eradicate third world thinking. Read more...

27 comments 2280 views
Submitted by
Thulane Che Trosky
Looking to Zuma to put a spring i...

According to the SABC, President Jacob Zuma says the government needs prayers for good leadership and peace. No: we just need good leadership. Many are praying, but it is just not working. Read more...

3 comments 287 views
Submitted by
Debby Timm
Eskom public relations

I know this is getting old, and is probably one of the biggest irritations in our lives, however I would like to make some observations. Read more...

12 comments 1965 views

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Kalahari.com - shop online today

Save up to 40% on outdoor accessories!

Tents, sleeping, day packs and more. While stocks last. Shop now!

Month End Madness Sale!

Save up to 60% on across a wide range of goods from books to electronics, DVDs and many more. Sale end 31 January 2015. Shop now!

Valentine’s Day gifts – 14 Feb!

Gifts to spoil him and her. While stocks last. Shop now!

30% off fragrances

Get 30% off fragrances for him and her. While stocks last. Shop now!

Up to 30% off All Textbooks

Save up to 30% off an extensive range of prescribed textbooks for all major universities and FET colleges. Shop Now!

OLX Free Classifieds [change area]

 

services

E-mail Alerts The latest headlines in your inbox

RSS feeds News delivered really simply.

Mobile News24 on your mobile or PDA

E-mail Newsletters You choose what you want

News24 on your iPhone Get News24 headlines on your iPhone.

SMS Alerts Get breaking news stories via SMS.

Blogs Your opinion on you, me and everyone.

Calais Website keywords automated by OpenCalais.

 
Interactive Advertising Bureau
 
© 2015 24.com. All rights reserved.
There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.




Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.