I have always admired Al Ries and Jack Trout who are accomplished authors and voices of authority on marketing matters. These two great icons have contributed immensely to knowledge through their laudable contributions to the field of marketing. In as much as I appreciate these two men for their ingenuity; I have also been pleasantly surprised with the creative intellectual prowess of Kola Oyeyemi with his latest book on marketing which is a classical manual on marketing. The book titled “Kill or get killed: The Marketing killer Instinct” according to Steve Ayorinde, the book reviewer, is an exhaustive book on marketing with a touch of mastery. The book is indeed a well researched compendium on marketing and it is a worthy contribution from a brilliant mind.
Oyeyemi who is the General Manager (Consumer Marketing) of MTN stands tall as he has put his professional experience and cerebral endowments into profitable use through the book. The book in its entirety provides a thorough insight into the marketing landscape and attempts to uncover myths surrounding marketing practice in Nigeria.
The author, through this book has opened a new chapter to expose the readers on the need to embrace research as a potent tool to achieve marketing objectives. Oyeyemi endeavored to mirror the marketing activities of leading brands as they struggled to survive the onslaught of stiff competition in a highly dynamic market. In terms of delivery and scope, the book expounds the marketing terrain with depth and foresight.
It is to Oyeyemi’s credit that the book attempts a foray into analyzing leading African brands and their marketing communication campaigns which provide useful insights to the readers. The practical experience of the author goes a long way in making the book a master piece devoid of ordinary theories and myths associated with such books. The book is indeed a roadmap for brands to achieve desired results through their marketing communication activities. The book bridges the gap between foreign books that some practitioners focus on to adapt to our local needs. The local knowledge needed to enlighten readers and broaden their horizon about critical path to tread to build successful brands in the market place is revealed through the book.
The book embarked on an in depth review of the marketing communications industry and exposed readers to gain knowledge about the factors which aided the rise of some brands and which also resulted in the downfall of some brands. I have also been an apostle of brands creating both emotional and physical connection with consumers that strikes a chord in their heart. Oyeyemi clearly outlined key principles that would assist brand managers to enhance consumer satisfaction and enhance market penetration from their brands.
The concept of differentiation also is well pronounced in the book. Oyeyemi helps the reader to identity key three opportunities available to a proficient marketer to achieve differentiation. These three key areas: go to market strategy, route to market strategy and excellent market are enormous goldmine for academic learning and research.
I agree with the submissions of the author on the Airtel corporate brand as I have written against the brand inconsistent brand identity in my previous column in next newspaper. The brand still remains inconsistent in terms of brand identity though it has stabilized for some time now. This is one practical example that corporate brands should learn from. The book is indeed highly enriching with its concrete focus on how new entrants into the market can challenge the norms and dictate the pace in the market pace.
Kola Oyeyemi deserves accolades and applause from all and sundry in the marketing profession for this brilliant book written in a lucid style flowing with profound professional intellect.
