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South Africa woke up to insights over coffee and croissants as we hosted Brunch with Brandwatch, bringing global expertise to a local stage. Together with the Brandwatch team, who flew in from the United Kingdom to join us, we explored how consumer research and social listening can help decode today’s fast-changing behaviours.
From banking and retail to telecommunications and tourism, one theme cut across every conversation: the speed of culture has never been faster, and the brands that thrive are those who can hear the whispers before they become headlines.
The Ripple Effect of Influence
Our Chief Executive Officer, Kelvin Jonck, opened the day with a reminder that every shift in consumer behaviour begins with a spark.
Sometimes it is seismic: tariffs, boycotts, global conflicts. Sometimes it is small: a meme, a viral TikTok, a comment on Reddit. But the effect is always the same, ripples that spread across culture, shaping what people buy, believe, and expect.
Drawing on Malcolm Gladwell’s Tipping Point and a touch of Freakonomics, Kelvin framed the psychology of influence:
- Recognise sparks with ripple potential.
- Capitalise on trends before competitors do.
- Guide conversations with authenticity.
It was the perfect set up for a day that moved from theory to practical application.
Insight-Driven Storytelling: Share of Heart
Alistair Wheate followed with a keynote on insight-driven storytelling. His challenge to the room: relevance is not about noise, it is about being seen, heard, and understood.
Through examples that ranged from toothpaste tariffs in Canada to the role of human truths in global campaigns, Alistair showed how insight can unlock “share of heart.” When brands listen deeply and stack those insights into powerful narratives, the results move beyond awareness to genuine emotional impact.
Key takeaways included:
- Human truths drive the most powerful stories.
- Relevance is about connection, not just reach.
- Insight stacking can transform campaigns from tactical to cultural.
Masterclass: From Misinformation to Micro-Trends
The finale of the morning was Alistair’s masterclass on misinformation, artificial intelligence, and trend spotting.
Misinformation is no longer just a news problem; it is a brand problem. When trust erodes, every interaction is at risk. Social listening, however, offers a way through the noise.
Alistair’s session explored how artificial intelligence can enhance listening, where it falls short, and why human judgment still matters. Practical demonstrations showed how to:
- Track journalists, creators, and forums with AI-powered dashboards.
- Detect weak signals early and convert them into action.
- Curate sources carefully to avoid “garbage in, garbage out.”
- Treat AI not just as a tool, but as an audience in its own right.
The message was clear: insights are only as strong as the sources they are built on. Pair the speed of AI with human scepticism, and you unlock smarter, safer decisions.
Wrapping Up: Where Do We Go From Here?
The morning made one thing clear. Influence and information will only get faster, noisier, and more fragmented. The teams that succeed are those that can separate the signal from the noise, turn it into insight, and act quickly with credibility.
Brandwatch showed us the tools. The conversations in the room showed us the appetite. And the examples, from tariffs and toothpaste to memes and misinformation, proved that no brand is immune.
For South African marketers, analysts, and strategists, this is both a challenge and an opportunity. Listening is no longer a “nice to have”, it is the edge. Those who invest now will be better prepared not just to keep up, but to set the pace.
We are grateful to Alistair Wheate for flying in from the United Kingdom, and to the full Brandwatch team for making it practical, not theoretical. And of course, to everyone who joined us, thank you for bringing your questions, your scepticism, and your curiosity.
If you want to go deeper, check out our posted workshop notes or book a session with YOUKNOW to see how Brandwatch can help your team listen sharply, spot trends earlier, and act with confidence.
