Articles

By Daniel Obi Commercial campaigns, experiential marketing and engagement through winning propositions do not guarantee a successful change in consumers’ attitude. This was the assertion of discussants at the first African Social Marketing Forum hosted by EXP, an activation agency in Nigeria, where the Forum agreed that it does not...

Coca-Cola retains the #1 spot — Apple jumps to #2; Facebook enters Top 100 as Google overtakes Microsoft Coca-Cola, Apple and IBM lead Interbrand’s 13th annual Best Global Brands report. While Coca-Cola retained its #1 position, Apple jumped to #2 with stellar sales in both developed and emerging markets over...

The brand promise of the Skye brand is to always build positive association with customers. when the banks YES campaign kicked off years back,the bank positioned itself as a worthy friend to customers. I remember vividly the radio commercials “I wish I had a friend saying YES to my dreams”.The...

In advance of one of the most significant waves of product launches in Microsoft’s history, today we are unveiling a new logo for the company. It’s been 25 years since we’ve updated the Microsoft logo and now is the perfect time for a change. This is an incredibly exciting year...

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...

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...

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...

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...

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....

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...