Articles

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...

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...