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Brand Sponsorship: Beyond Imprinting Your Logo on Event Back-Drop Banners?

In an era where most brands or brand managers hardly know what they stand for, it’s quite confusing how they figure out which events to sponsor or participate in. It does seem like more and more brand custodians routinely follow a laid out template without necessarily understanding the reasons for them. The expression of a brand as usually marked by …

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The Sudden Craze for Digital Marketing

By: Mobolaji Caxton-Martins (Brand and Innovation Management Specialist) I have noticed with keen attention the sudden interest from a lot of organizations in Digital Marketing. It has to be said that this is indeed great news to the extent that at least these organizations can now see the need to digitize their customer engagement and journey. Every day, I wake …

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Brand Legacy: Campari and 2Baba Creating Legacies for Commercial Value

On April 20th, at the 4th edition of the Nigerian Entertainment Conference, Campari announced Innocent Idibia, popularly known as 2Baba as the new brand ambassador for Nigeria. A first of its kind, not a few gathered there punched their calculators to determine the worth of the endorsement deal. Known all over the world as a premium liqueur, the deal is …

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Brand Campaign: #MTNPulse and the Pulse Generation

#MTN Pulse is Back, #ItsWhoWeAre Campaign is one of MTN’s attempts to Unlock the Youth Market, but above that, it seeks to Rise the youth at Heart to Greatness. By Melvin Udosen Won’t you rather join the pulse generation? Young at heart grab all opportunities at their doorsteps. Brands are now tailoring their product offerings to the young generation. The …

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‘The Aim of the Entertainment Industry is to Tell Our Story, Then Sell It’ – John Ugbe

  MANAGING DIRECTOR, MULTICHOICE NIGERIA, JOHN UGBE shares some INTERVENTION STRATEGIES that would make entertainment industry become a key contributor to Nigeria’s economic growth and development.  By Melvin Udosen and Azeez Disu The glamour, the fun and excitement that music, films and others entertainment shows have brought to many homes cannot be quantified. Entertainment has over the years proved to …

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Why Cash is the Enemy of Inclusion

By Michael Miebach, chief product officer, Mastercard Two billion people – nearly one-third of the world’s adult population – lack a bank account.  For many readers of The UN Global Daily, this statistic is likely well known.  What perhaps isn’t as well known is that of those two billion people, 40 percent are young people. Nearly half are women. Half are …

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Get emotional: The New Way to Understand your Consumers

Culture and the way in which we interact with brands is changing: over 71% of consumers now expect to view in-store inventory online. It is this online evolution and ‘always on’ culture that has been introduced to us through online channels, especially on social media, and now means we want to engage with brands instantly and on a personal level. …

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How Brands can Become Data-Driven to Improve Customer Experience (CX)

  Today, data is how we do business. In the space of just over a decade, data has gone from obscure entity, to secret weapon, to a must-have for any brand wanting to weather turbulent economic times and grow. It has revolutionised consumer insight and, as a result, we have seen brands get up close and personal with their customers …

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Why you Should be Protecting your Brand Online

  In today’s online world, it’s no longer enough for an ambitious brand to just have an attractive shopfront on the high street and a recognizable logo. While they are important, the growth of the internet means that the whole world is now your potential customer base, so it’s important to give extra thought to how you market your business …

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Why Brands Need to Think Digital Beyond Marketing

  For many brands, ‘digital’ is still viewed as a channel in marketing. This completely misses the point that digital technology has changed the lives of customers and brought about the evolution of industries. To appreciate this, just take a look at Uber, or Airbnb. Over-used examples perhaps, but Uber and Airbnb have become the poster children of modern business …

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