..and The Ones They’ve Left Behind
The ISA Year in Review Breakfast was nothing short of a triumph!
The atmosphere was electric, bringing together some of the brightest minds in marketing for an unforgettable experience. Insights were shared, thought-provoking discussions had, and of course, a few laughs exchanged—some even at the expense of the Lady Gay generation.
It was more than just a breakfast—it was a celebration of innovation, collaboration, and the exciting road ahead for brands and marketing.
2024 Brand Connections Unlocked
- Excitement took center stage but so did insights – with marketers and industry leaders soaking in the latest trends.
Here’s what our report card uncovered of the Kenyan consumer as far as their connection to brands is concerned. We collected data from 600 Kenyans across all counties about their favorite brands, their biggest disappointments, and what really drives their loyalty.
Brands Winning Hearts, Losing Trust, and Everything in Between!
2024 was a wild ride for brands in Kenya—some soared, others stumbled, and a few took us on a nostalgic trip down memory lane.
1. Quality and Customer Service defined the winners
Some brands are absolutely killing it by delivering top-notch quality and stellar customer service. Think about it: when a brand treats you well and consistently delivers, it’s hard not to feel connected. These brands aren’t just selling products—they’re building loyal communities.
2. The Strugglers: Price Hikes & Poor Experiences
Consumers aren’t just walking away—they’re running from brands due to price hikes and poor customer service – especially in these categories:
- Non-alcoholic beverages
- Sanitary towels
- Dairy
- Personal care products
- Bread
- Flour
- Condoms
- Consumer electronics.
3. Nostalgia is making a huge comeback
Remember those brands you grew up with? (Fudge? Mint choc anyone?) Well, they’re making a huge comeback! Nostalgia is a powerful tool, and some beloved brands are tapping into those warm, fuzzy memories to stay top-of-mind.
It’s not just about the product—it’s about the emotional connection.
4. Advertising Hits & Misses
When it comes to TV and billboard ads, some are sticking like glue, while others… well, let’s just say they’re not making much of an impact. The ones that resonate? They’re creative, relatable, and impossible to ignore. The rest? Forgotten before the ad break is over.
5. AI in Marketing: Revolutionary BUT Proceed with Caution!
AI is everywhere these days, but here’s the thing: consumers are super aware when it’s not done right. Flawed AI imagery or clunky personalization can turn people off faster than you can say “umm.” The key? Use AI wisely—it’s a tool, not a magic wand.
Is AI going to take our jobs?
Serah Katusya, CEO of Belva Digital thinks not. She perfectly summarized it: “AI won’t take your job—but the person who knows how to use it will.”
