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Brands Behaving Badly on Social Media

By Banele Rewo If you believe that social media enables brands to build relationships with consumers you are dead wrong. The technology merely provides a platform to connect the two parties then everything else goes back to basic psychology, group dynamics and social science. What do I mean? Brands along with every service supplier in the marketing chain contribute extraordinary …

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Branding for Small Businesses

BY NONSO NDUMANYA Brands are everywhere. They are a part of our lives, though some brands are more successful than others. What makes Mr. A sell his nicely packaged loaf of bread in a store, and Mr. B less of the same bread in another store. What makes Mrs. X opt for the high crowded hair salon, other than the …

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Managing the Newspaper Brand

Brands management is colorless. It is indiscriminate in scope of application; largely free of any form of constraints in as far as marketing is concerned. For practitioners in marketing and advertising, it is simply a way of lie. Most times when definitions are put to this concept, all such presentations say same thing the product, its name, the promise(s) it …

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Social media and its importance to brands

By Ayopo Ayodeji I read a news report in the media recently about Toyosi Akerele, the founder of R.I.S.E, a youth development organisation. She was quoted as saying her organisation can mobilise about 60 million youth. I gave her comment serious thought and was beside myself imagining how it could happen. However, it is possible, as R.I.S.E network has been …

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Consumer lifestyle and brand experience

By Ayopo Ayodeji It is essential for brands to present attractive offerings that will add value to consumers’ experience. The present market realities have made brands adopt strategies aimed at engaging consumers and also building brand loyalty. The lifestyle of the consumer should be given utmost priority in service delivery. Brand offerings should be able to deliver creativity, excitement, and …

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Brands as tools for public education and enlightenment

By Ayopo Ayodeji The impact of brands in public education cannot be underestimated. This is due to the potency of strategies adopted to leverage brand visibility and positive perception. In such campaigns, even when the brand image soars, the ultimate goal of public education is given utmost priority. I read the Dettol new health campaign several days back and in …

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The Power of Rebranding

Territorial restrictions: This article is not available for sale in Ireland or the United Kingdom. Art note: A photo of Richard Branson accompanies this article. Distributed by The New York Times Syndicate Q: Many companies spend a lot of money on rebranding. Is changing a business’s name necessary when there is a change in ownership? And is it OK to …

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