Enabling clarity so that people serving brands can maximize their influence in the marketplace
I often hear people say stuff like they have no idea where their passions lie or no clue what their purpose is. Others say they are still “searching” for their passion or purpose. Well, we should start with differentiating what purpose is and what passion is. Look at purpose this way. It is using all […]
There are a few strategic choices at the disposal of organisations if they intend to grow. Organisations can for instance create new markets by developing their brands into new categories, new price points and even new geographies. They can acquire new capabilities and brands to serve broader stakeholder needs. They can also change the game […]
Organisations tend to fall into these 2 major categories. Those with impressive mission and vision statement but do or act nothing like it and those with mission and vision statements and a closely aligned brand purpose. The former play a lip service to what a brand consultant probably helped to put together and are basically […]
Recently, the CEO of Nigerian Airline Air Peace Allen Onyema expressed concerns over international competitors lowering their prices to frustrate them out of business. This scenario prompts the question: Is price the only way to compete? Instead, focusing on what customers truly value—be it more generous luggage allowances, empathetic customer service, local delicacies, or unique concierge services—can differentiate an airline in a crowded market.
Amidst prevailing uncertainties today, many grapple with discovering their purpose, achieving ambitions, or simply regaining stability. This juncture demands introspection and the exercise of self-leadership, which I interpret as the deliberate process of managing one’s internal fortitude to uplift oneself, leveraging available resources for support throughout the journey. Within this article, I aim to explore three pivotal aspects: oneself, one’s support system, and potential detractors.
The recent announcement by Lagos State’s Commissioner for Environment, banning Styrofoam boxes and single-use plastics with immediate effect, caught many by surprise, especially those in the informal sector. However, for entities in the formal sector like fast food chains and supermarkets, this should have been an anticipated development. These businesses had a prime opportunity to spearhead the sustainability agenda, but instead, they found themselves reacting to the state government’s decision.
Getting to know customers sounds extremely simplistic and straightforward. Rarely will you find anyone refuting the need to know customers; it just so happens to be placed down the pecking order of “to-dos” when administrative work, reports, deadlines, and short-term goals begin to swamp those in charge.
To excel, it is not enough to superficially understand your product or service. You need to journey through your organization’s internal ecosystem, from the initial spark of ideation to the grand rollout or seamless service delivery.
In a perfect world, marketing would reign supreme, and its voice would dictate every decision in an organization right? But let us face reality
At its core, marketing is about identifying, anticipating & meeting customer needs… when managed effectively, marketing becomes profitable. In fact, the process of marketing is not complete until it yields results which should eventually contribute to the bottom line.