South Africa, Feb. 17 -- Take Facebook, for example. It's a platform designed to direct traffic to brands, yet it's a cluttered space where consumers are often bombarded with irrelevant advertising. The result? Limited engagement and fleeting attention spans. This leaves brands with a dilemma: how do you create a space that nurtures direct consumer relationships, strengthens your brand message, and avoids being drowned out by the noise?

The answer lies in owning your own media assets - platforms designed and controlled by the brand itself. Done right, these assets don't just drive engagement; they foster deeper loyalty, more meaningful interactions, and long-term value. So why aren't more brands prioritising this approach?

Let's be hone...