Articles

Should an entrepreneur running a small business care about branding? Business development experts have noticed that the answer to that question is usually no but even when it is yes; the entrepreneur is often more concerned about getting customers, paying salaries and paying bills such as rent. Various marketing strategists...

BRAND VALUE – AN ASSEST NO CEO, CFO OR CMO SHOULD IGNORE Today businesses operate in a constantly changing marketplace. Consumer values and needs change; products and services change; competitors change and adapt. One of the most frightenly undervalued assets of any company is their brand strength. Doug de Villiers,...

Board decisions could make or mar business interests. The impact can either be rewarding or debilitating. At the introduction of GSM in Nigeria, Vodacom spurned the then fledgling Nigerian telecoms market, an action they later regretted after MTN which took the bold steps, is today flourishing. In April this year,...

Founder of TINK Africa, Franklin Ozekhome, who has spent a decade in advertising (media planning, brand strategy, account management, digital planning, marketing and new business) believes that brand managers are not investing enough in reading and exploring the world around them. In this interview with Daniel Obi, he challenges marketing...

Raheem Akingbolu takes a look at the place of marketing and branding in the ongoing electioneering campaign of political office seekers, using the Lagos State gubernatorial candidate of the All Progressive Congress (APC), Akinwunmi Ambode, as an example Since the shift from core traditional marketing to digital, product positioning and...

Companies that deliver infrastructure, like mobile telephone networks, play a much bigger role than in just their sector. In Africa, where the challenges of infrastructure and environment have thrust millions of people into marginalisation, mobile networks arrived to connect individuals and societies, providing the ability to communicate and access information....

The Lagos Countdown, which ushers in a New Year, is not all about fun and razzmatazz. It is a tool designed by the state government to sell the Bar Beach to the world, reports ADEDEJI ADEMIGBUJI, who was at last weekend’s colourful events, which ushered in 2015. A true brand experience...

By Ayodeji Ayopo 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...

A new business is nothing without publicity, so getting the brand message out there is vital. So is the way that entrepreneurs go about it. Being over cautious with PR kind of defeats the object. When promoting their company and their brand, they need to be bold, even outrageous, some...

By: ADEDEJI ADEMIGBUJI Reality shows appear to be gradually becoming a new platform that generates emotional bonding to viewers thus delivering on media investment than traditional platforms. ADEDEJI ADEMIGBUJI reports that the trend poses danger to the survival of traditional platforms. Fake and edited, reality TV shows  have been criticised...