Added Value is a high level strategic brand consultancy that handles brand innovation and renovation for global and local clients. They help brands with their positioning, portfolio planning and innovation issues. They are an insight-led agency; everything they do is rooted in consumer and cultural insight. We interviewed Kate Wolters, Added Value’s communication specialist.

Added Value answers questions to big strategic issues. They ensure that each issue is understood within its consumer and cultural context and that the strategic solutions developed that are actionable and executable. They want to be the marketing inspiration for the world’s biggest brands.

The team is driven by their values; which are

* Power and freedom of play (people learn the best and engage

more when they are having fun)

* Intellectual substance ( rigorous insight and creative

strategy)

* Openness and respect (everybody has the right to voice their

opinion and share ideas without censure)

* The art of clarity (Cut out jargon and waffle)

* Challenge and inspiration (push each other to think

differently)

Added Value has helped clients like Levi’s and Brand South Africa. The work they did on the Levi’s account helped the brand move from the denim category into the wider fashion world, and helped inspire the development of re-engineered jeans. For Brand South Africa they worked with the IMC to explore the client as a destination brand and develop the “alive with possibility” positioning.

It is amazing to think that a company on your doorstep has had such a huge impact on international brands. I asked Kate where their inspiration comes from: “We are inspired by culture, the guy on the street. We get to hang out with people to find out what they want.”

Kate chose ROBOT IN GORILLA SUIT by Khuraza, because it represents the small guy making big changes and MEMORY MAINTENANCE by Jose Rosea because Added Value uses a huge range of tools and methodologies to tailor-make solutions for clients.

So what don’t we know about Kate Wolters? She was expelled from ballet school.

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