Papers and Downloads

In-depth insight into marketing’s most pressing issues.


Downloads

Africa Insight - Ghana
4 April 2014
At 26 million people, Ghana is dwarfed by its almost-neighbour and giant of West Africa, Nigeria. But the country is an attractive place to do business and grow brands. Ghana was the world’s 10th fastest growing economy in 2013. It is politically stable, with a mature and entrenched democracy.
Africa Insight - Nigeria
4 April 2014
Purpose drives business growth. It motivates employees, connects with consumers and guides innovation. It is crucial for businesses and brands to get it right if they wish to survive into the future.

White Papers

Yellowwood White Papers offer practical, useful insight to help readers create effective marketing. They cover a range of topics. Please select  the White Paper that you are interested in from the list 

Social Innovation & Business
28 October 2016
The local economy is stagnating and unemployment is soaring. As marketers, we are seeing the effects of this worrying state of affairs manifest in society in different ways.
A Youth Lost in Translation
2 November 2015
The youth of South Africa command billions of rands in spending power, directly and through their influence over household consumer decisions.
African Attitudes: Marketing beyond the numbers
4 March 2015
Africa is on the agenda of most global brands these days, but market knowledge generally ends at the numbers. Not enough is known about the human side of consumers on the continent. This paper explores the key African consumer archetypes, attitudes and needs to enable marketers to create more relevant, impactful and effective in their pan-African strategies.
Changing Behaviour, By Design
22 August 2014
Design is so much more than pretty pictures. Strategic, insightful design can change customer and employee perceptions and behaviour. It's a powerful tool to build business and brands
Building brands in a rapidly changing market: Lessons for South Africa
19 May 2014
South Africa has changed beyond recognition in the twenty years since democracy started. Which brands are keeping up and what lessons can they teach us about staying relevant and driving growth?
Transformative Innovation: An African Path to Success
23 October 2013
The eyes of the world are on Africa as businesses search for new sources of growth. With increasing competition and opportunity on our continent, local businesses need to find ways to innovate to stay ahead and reap the rewards of Africa's economic boom.
Doing Business on Purpose
25 June 2013
Purpose drives business growth. It motivates employees, connects with consumers and guides innovation. It is crucial for businesses and brands to get it right if they wish to survive into the future.
The Guide to Relevance
5 March 2013
Relevant marketing is surprisingly rare. Getting relevance right requires that you really understand your market, on a deep, intuitive and insightful level so that you can innovate to offer them marketing that resonates…

 

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