Why is Indomie still the fastest selling noodle in the market despite big ad-spending newcomers like Honeywell and Dangote? And where on earth is Mimi?
Why do you get Close-up every time you ask for Macleans? And what happened to Macleans anyway?
What does Tiger Woods have in common with D’banj?
Why did Apple sell 9M phones in the same week RIM declared almost $1 billion in losses?
And why does GTB have customers ‘like sand on the sea shore’?
I’ll attempt to answer all these and more in the coming weeks as I unravel the mystery of brands.
Let me tell you, BRANDING IS ONE OF THE MOST USED YET MOST ABUSED CONCEPTS IN THE CORPORATE WORLD.
And Tonight, I introduce to you my mega-series on branding with a few myth busters:
THE LOGO IS THE BRAND
If you think a fancy logo is what branding is all about, you are grossly mistaken! A logo is only a visual component of a brand. The Apple logo [though beautiful] appears cool because Apple is perceived as cool and not the other way around.
BRANDING IS NEW
If you buy into this BS, I don’t blame you. Though the awareness of the concept of branding only gained prominence in the last decade, branding has been around for ages. How do I know? ONE: God placed a mark on Cain making it impossible for anyone to kill him. TWO: Jacob & Laban differentiated their cattle with spots.
BRANDING IS PACKAGING
A lot of people believe this but you know what? They are all wrong! Branding is not just about beautiful packaging, it is also about brilliant content. In fact, a brand is not a brand until its content is rock solid and its packaging is wow! If you think a well packaged chick is always a branded chick, just ask Bovi & Basketmouth!
So what exactly is branding? Find out this Saturday as I unravel the mystery of brands! Good night.
If you can name all the brands [models] of Nokia phones ever made, I’ll send you a surprise gift! Send your answers to firstname.lastname@example.org or before the 4th of October, 2013.
My friend Koye-ladele inspired this series. What more can I say but a big, fat, thank you.