The B2B Brand Deficit in Nigeria
B2B companies in Nigeria consistently under-invest in brand. The assumption is that relationships and product performance are enough. They are not.
Business Strategy
Brand Strategy
What a Brand Essence Is, and Why Most Brand Decks Get It Wrong
Brand essence is not your tagline. It is not your mission statement. It is the single, irreducible truth at the centre of your brand that everything else must be consistent with.
Brand Strategy
Brand Architecture: When to Build a House of Brands and When to Build a Branded House
Every organisation with more than one product or business line faces this decision. Getting it wrong costs years and millions in brand equity.
Consumer Experience
The Experiential Marketing Opportunity Most Brands in Africa Are Leaving on the Table
In a market where media fragmentation is accelerating and consumer attention is increasingly scarce, the brands winning in Africa are investing in physical brand experiences that create memory and advocacy.
Business Strategy
Strategy Formulation Is Not Strategy Planning
Planning tells you how to execute. Formulation tells you what to execute and why. Too many organisations skip formulation and move straight to planning, then wonder why their well-executed plans produce disappointing results.
Brand Strategy
Why Most Nigerian Brands Have a Positioning Problem, Not a Marketing Problem
The budget is not the issue. The offer is not the issue. When a brand struggles to grow, the real diagnosis almost always starts with an unclear or undifferentiated position in the mind of the consumer.