Articles

It was in the Saturday PUNCH of December 16, that I read about FCMB’s new advertising campaign. This quickly aroused my interest to investigate the brand and authenticate its claims. The truth is that I have never had any concrete dealing with the brand and I needed verifiable platforms to support my viewpoint. I remember signing a reference form for …

By Daniel Obi What could have given rise to the plethora of consumer promos and lotteries embarked upon by virtually all marketers in different sectors? Except perhaps the oil industry, every other sector from telecoms to manufacturing, banking and service sectors are all engaged in one form of consumer promo or lottery. Not minding the fatigue and disenchantment incessant promos …

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 matter how big or how much spent on campaigns; rather, …

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 last year. Social media giant, Facebook (#69), enters the …

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 campaign exemplified the values of the bank as a true …

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 for Microsoft as we prepare to release new versions of …

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 with every service supplier in the marketing chain contribute extraordinary …

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 opt for the high crowded hair salon, other than the …

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 say same thing the product, its name, the promise(s) it …

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 happen. However, it is possible, as R.I.S.E network has been …