How Ellies dismantled everything that was going for them

The aspiration should always be to build a world-class brand - otherwise what the hell are you even turning up for?

Every South African business has a moral obligation to make as much profit as possible.

Profitable businesses employ people, they pay tax, they make a positive contribution to a country's collective prosperity. When a business that has been in operation since 1979 willingly then chooses to screw that up by purposely not innovating and doing proper marketing - we as members of the South African economy should be outraged.

Ellies Holdings going into liquidation isn't just a problem for the shareholders of that business - it's a symptom of a far larger issue that we see in many South African businesses - a total lack of marketing competence. If you're not maximising the value of your brand and your products, you are choosing to fail. This is a game where winners win and second place goes into liquidation.

That's the focus of this week's deep dive - available on the Daily Maverick website.

Collapse of Ellies points to big issue in SA business
Instead of investing in the development of their brand, or actually bothering too much with marketing at all, Ellies products just sat on a random shelf somewhere in the vast expanse of a Builders Warehouse.