Schalk van der Merwe makes a point, while James Taylor awaits his turn in the background. I Photo: HumanIPO
“It is about the user and not the brand,” Tinus le Roux, co-founder of FANCAM, said in the team’s guest speech at a 27dinner in Cape Town.
FANCAM co-founders Le Roux, Schalk van der Merwe and James Taylor spoke about the challenges of making the business sustainable within the branding industry.
Regarding their own brand, le Roux believes narcissism is the key.
“We’re all narcissist,” le Roux said. “People want to see themselves…we are tapping into it.”
Sharing the tagged photo with a friend will “extend the experience” of an event which a fan pays for.
This, according to FANCAM, is a “marketing turnaround”.
A triangle, signifying the connection between the user and the brand via technology is often misunderstood.
“The brand needs to understand the user,” Le Roux said.
“The brand comes secondly.”
Van der Merwe believes there is an understanding gap, though many brands are not interested in connecting with the user.
Using Manchester United as an example, the team related how the brand is “not concerned about the fans…[they are] concerned about the stadium”.
They believe Manchester United has more supporters in South Africa than England.
Cross cultural experience has led them to understand different approaches.
The United States is regarded on the most user-focused nation, especially when it comes to sporting events.