Experts Share Insights

In an era of economic uncertainty and evolving consumer expectations, building brand resilience has become more critical than ever. On January 22, 2025, Stratcom hosted a compelling webinar titled “Building Brand Resilience in Challenging Times,” featuring renowned experts Zama Khumalo and Nontsikelelo Mazibuko. The session explored strategies for earning trust, adapting to dynamic markets, and leveraging technology to foster stronger customer relationships.

Experts Lead the Conversation

The webinar was headlined by Zama Khumalo, a Durban-based digital marketing expert, PR lecturer, and advocate for Women in Tech, alongside Nontsikelelo Mazibuko, a customer service specialist and PhD candidate at the University of Pretoria, from Hlathikhulu in Eswatini. Together, they brought a wealth of knowledge and practical strategies for navigating the modern business landscape.

Khumalo kicked off the discussion by emphasizing the importance of trust and reputation. “In volatile markets, consistency and cultural relevance are key,” she said, highlighting successful case studies like MTN Bushfire Festival and Red Bull. She urged brands to focus on clear communication, addressing negative feedback, and leveraging data analytics to better understand their audiences.

Mazibuko followed, outlining how strong customer relationships are vital to brand resilience. “Customer loyalty isn’t just about price; it’s about building a sense of community and offering unmatched service,” she noted. She underscored the need for personalization and omnichannel strategies, emphasizing that modern consumers are more informed and demand transparency.

Technology: A Double-Edged Sword

The conversation then turned to technology, with Stratcom CEO Sibusiso Mngadi questioning whether brands are maximizing its potential to engage customers. Both Khumalo and Mazibuko acknowledged that while technology holds immense promise, many brands remain slow to adopt new tools.

“We need to take technology seriously, not as a luxury but as a necessity,” Khumalo urged. The speakers also addressed the ethical implications of AI and social media marketing, calling for a balanced approach that prioritizes trust and data privacy.

A Focus on the African Context

The session also delved into the unique challenges and opportunities within the African market. Sphiwe Khuzwayo, Founder of SK Computers based in Durban South Africa, emphasized the importance of tailoring strategies to fit local dynamics, suggesting that brands could learn from international practices while adapting them to regional needs.

“There’s a tremendous opportunity to innovate through culturally relevant marketing,” Khuzwayo said. He encouraged brands to embrace data-driven decision-making while keeping the customer journey in focus.

Challenges and Opportunities

The speakers and attendees identified hurdles such as resistance to adopting technology and maintaining a consistent brand voice across platforms. However, they also highlighted significant opportunities, including:

• Building customer trust through transparency and responsiveness.
• Enhancing customer experiences with personalized services.
• Leveraging technology to create new pathways for engagement.

A Call to Action

As the African business landscape continues to evolve, sessions like this provide invaluable insights into building resilient, customer-focused brands. With trust, technology, and cultural relevance as guiding principles, brands can not only survive but thrive in challenging times.

For more information on upcoming webinars, visit Stratcom’s website or follow their social media platforms.