South Africa, Sept. 1 -- Part of the discussion is around brand building versus performance marketing but also on the sea of sameness that is so common in marketing today.

Both guests agree that the proliferation of technology tools have given rise to this, and that it is for marketers and agencies to understand this and not indulge in it.

Harpur says that the algorithmic treatment of everything nowadays optimises towards the familiar.

But marketers want to break through this. That said, she adds that safe still does sell. But she reminds marketers that this is probably not building your brand over time.

Maluleke agrees and adds that as consumers we are seeing a lot of rubbish out there and it is overwhelming.

She says that all brand...