The Korn Group


latest blog posts by Neer Korn

  • When advertising irritates what’s the point?

    • August 17, 2015
    • Neer Korn

    If you were at a party and someone invaded your space by coming right up to your face, it’s fair to say you would be suitably annoyed. So why do some advertisers subject their potential customers to this kind of behaviour regularly. When advertising interrupts and disrupts it is not welcome. Instead of being associated with all the positive messages the advertising wishes to convey, it becomes about the annoyance. It becomes an exercise in anti-branding. Why do advertisers persist in doing this? That’s one of the questions posed in our latest study, Social Media & Digital Branding: Trends, Rights and Wrongs.

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  • Nothing surprising about rise of Aldi

    • May 26, 2015
    • Neer Korn

    The major supermarket chains seem genuinely surprised that Aldi is competition that is to be taken seriously. It’s perplexing that they did not identify the rise of Aldi and its popularity among consumers earlier. The question is whether, having decided to actively counter the Aldi challenge, Coles and Woolworths understand the underlying drivers behind Aldi’s popularity. It goes well beyond paying less without compromising quality.

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