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.
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.
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.
Every organisation with more than one product or business line faces this decision. Getting it wrong costs years and millions in brand equity.
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.
B2B companies in Nigeria consistently under-invest in brand. The assumption is that relationships and product performance are enough. They are not.