www.yinkaolaito.com launched

This is to let our community know that a revolutionary branding webblog(http://www.yinkaolaito.com/) had been launched. We encourage that you visit this site and subscribe to get daily update.It promises to be life and career changing.

Line extension.

Today it has become the current thing to line extend major brand'ds product. No one seems to care about the after effects of line extension. Every big name is involved in it both locally and internationally. Glo mobile network( In Nigeria-Africa) is seen to be closely knitted with ETB. A bank owned by the owner of Glo Mobile network. Since then, it has become the best thing to do. As we see Inter Continental Bank Plc showing off its association with Wapic Insurance as well as Intercontinental Homes and savings. GTBank is not left behind in this race as it showed openly the close affinity with GT assurance using the same house colour.

The latest culprit is Zenith Bank and visafone.For many brands that are involved in this, we have noticed that they normally have instant flow of cash or buyers, but the problem over time is that many of the line extended names do not come so strong in the mind of the people. Their strengths is often associated with the big name. If anything happens to the big names, there is usually a problem with the line extented brands. the short-term gain may seems good but at the end of the day, many line extended brands always die a natural death or suffer lack of patronage when the cloud and the dust already settles.

Al Ries says 'Line extended brands are forgettable because they have no independent position outside the major brand.AL Rie concluded that their major position is to blur the position occupies by the major brand and this is catastrophic?

One of my concerns as a brand expert today is that is it not possible to build a strong position for these new brands? Since most of them have money to roll around on advertising, Public relations, direct marketing etc?

For now, let us assume a sit-down-look. Some of these line extended brands may take ten-fifteen years to crash, but what is that to a life -long plan that can be in place.Can we honestly examine the position of Equitorial Trust bank in Nigeria banking industry today? what does it mean, stand for and how strong is its position in the mind of banking customers?

The Nigerian Project.

Once again we are confronted with the reality.The Nigerian project has become a cancer that has refused to heal. What is wrong with the project? I am sure it is not a short of brians, ideas among many other things. It may be traceable to execution, management and communication.Every attempt at this project seems to be leading us to nowwhere. During Babaginda days as military head of state, many highly intelligient Nigerians were brought together by this "maradonna" so that Nigeria could be seen as serious in projecting a good image to the international world.

Till date, 'june 12' and a couple of other miscalculated monetary policies had rubished any form of sincerity that is left in that government. Many long term visions have been established to make the project work. We have vision 2000, 2010 with latest addition of 2020. The problem with most of these visions is traceable to the fact that many of the citizens do not know what it means and what the reality will look like when we get there.Neither do they know what part they should take.

Has the Nigeria project become a case of 'abiku so oloogun deke' a local proverb which means 'a child that dies at childbirth every now and then has turned the traditional doctor to a deceptive person'. The Nigeria project embarked upon in the last two administrations was said to have used such brand egghead like Leke Alder of Alder Consulting. Yet today, we have heard of the millions of naira investment without a traceable impact on the Nigeria image.

Where do we turn to? Everyone seems to have good reason why it is not working yet and no one wants to take responsibility.

Today the call is that everyone make his/her own contribution so we can have a place called our own tomorrow. I see a new day.

200

Brand Image

Today on our usual 'Brand and and product expo' on Times cable Television, our focus was on brand image with major emphasis on brand logo.I began the discussion that brand has a visual representation in the form of logo. Another definition i gave was that"the logo is the visual bridge of association for the brand memory is the logo.'
Logo is important because it shapes peoples' perception and evokes emotion. Logo also send a clear messga eof what the brand is all about.

To be effective, logo has to strike hope and memorability and it must be a great marketing tool which must aid brand recognition.In brief, we discussed major mistakes brand owners make in logo development which includes:
1.Drawing logo by themselves without great knowledge of graphics and its effects.
2.Overconcentration on self instead of looking at the logo from the customers' eye.
3.Looking like a competitor in the same industry or market.
4.Lack of considerations for colours and fonts.
5.Overcommunication.
To get a good logo, one must understand colour theory and how it will affects the mood of your customers and others in the industry.
On brand image, this represent all that can be seen with physical eyes. individuals and brand owners need to consider what the followings are communicating about them. The list is not exhausitive though: colour, design, logo, blog/websites, business cards, signages, employee, product's appearances,office environment etc.

Do Not Forget your Brand

Quite an age.Today we find ourselves in a highly competitive environment and if our brands must be continually relevant, everything must be done deliberately to achieve the purpose we intend to achieve. Unfortunately many of us usually forget our brands at home just because we think we are already late for an appointment. Forgeting that every day, every time, an impression is being formed about our personal brands.

No matter how late we are to where we may be going. Deliberate efforts must be given to individual personal grooming as this count in impression formation.

As we all know, it is the day one dresses down as a professional that one will meet someone that he is being longing to meet to push through a deal.

First impression longer lasting and it is always very difficult to correct a very negative first impression. Never lose your guard by fighting other motorists on your way to office, be a professional that you are and learn to handle issues professionally.Always remember that you are a brand and you can not afford to build negative impressions that will reduce your brand credits.

Personal Development

2008 is here and we are already in the middle of the first month-January.Everyone should be following a plan now. I am not talking of new year resolution again because many can not catch up with the 'spirit'. This is because ten days after the new year, the resolution would have flown away like a bird.

Given that we believe that the foundation of every success is preparation,there is need for individuals to take personal development programmes as serious as the air they breath in.

We at Michael sage are becoming focused with strong bias for our core competencies. Even though, we have technical know -how in human resources issues, the earlier we specialized the better for us.We have dropped Human Resources trainings out of our roles.

Given this, there is a company that we can vouch for that can handle basic human resources training. The company is NECCI CONSULTING(http://www.necciconsulting.com/). we therefore recommend our numerous clients with basic interest in Human resources issues to contact them.

The principal consultant is Mrs Nkechi-Ali-Balogun. She is a seasoned expert we have known for sometimes. Many of the company's 2008 trainings are geared toward human resources development with a couple of public Relations courses.

You can reach the principal consultant on:234-01-8120758.

Corporate Gifts and Christmas

On friday 21st December, 2007, we were on our regular "BRAND AND PRODUCT EXPO" on Times Cable Television to discuss issues that bother on corporate gifts during christmas time and how to take advantage of the corporate gifts to promote the organization.Christmas is a time for giving back to those who have been there for you throughout the year and it is anot a bad idea if corporate organizations send little gifts to those who made it happened for them.

So corporate gifts are signs of gratitude to clients - individuals or corporate organizations.In doing this, it is important that you do not waste the money invested in the purchase of the gifts which may run into millions for some.Many organizations pack the popular "Hampers" without adequate consideration for the receivers belief systems, cultural setting among others.In trying to give back, many corporate organizations have offended the sensibility of the recipients. For instance giving pork meat to a muslim is an anomally.

I emphasized that corporate budget must first be settled. How much can we spend that will not put our accounts in red giving that January may not be a month of activities for many organizations.I also suggested that in corporate gifts, branded items should be part of the gifts so that relations, friends of those you give it to can get to know your organization and what you do. One should also avoid sending alcohol, extremely personal things like undies- except that is what your company produce.Printed pens, drinking cups, Diaries and other items that are useful to the recipient and which also promote your company are definitely worthwhile.

We at Michael Sage Consulting also use this medium to appreciate our esteemed clients of the year. We say a big thank you to GTBank Plc and Pilot Science Company Abuja among many others.

Rebranding Nigeria On Eko FM

Monday october 1, 2007 was one of the best days this year for me.I am a passionate Nigerian and given that that day was 47th independence of this great country gave me a lot of joy. We might not have been there but it is a fact that we will soon get there. We may have a long way to go but a step ahead makes a thousand miles reduce by an inch.

So, I was so glad when I had invitation to be part of a live show tagged "Rebranding Nigeria". I was on the two hour show with a good friend of mine-Lolu Mogaji- an image consultant and life coach.In our bid to do what we knew to do most as brand and public relations experts, we discussed at length the need for individuals to make up their minds, become a good, compelling vision 'caster', and to develop strong leadership ability that can turn our beloved country to what it is expected to be despite the fact that some of our leaders are yet to see the need to provide the right leadership that will take us to the expected height.

Many of the listeners who called during the programme quite appreciated the trend we followed but were overtly concerned about the environment and politcal situation that may not encourage such individual decision. some were concerned about how long it will take Nigeria's leadership to rise to the level where they will lead the people to the right place or promise land. We know that there is no rebranding without a promise of value-Nigerian Dream- but we do believe the youth has to take the bull by the horn and profer solution, come up with the vision of a Nigeria they want to live in.

The problem is that we always assume that big nations have no known challenges, the difference is that they know how to manage perception and on this, we appealed to our media to be careful how they use their pen.Which can be a weapon of mass destruction when it comes to rebranding Nigeria. At the end of the programme, we sent the message of hope and that everyone should hold on to theirbelieve of a newNigeria by becoming a good ambassador.

Controlling Layoff effects

Talking about layoffs scare some people to death particularly many of us who work in ' fat-salary-paying' industries.But we must be prepared for a layoff or plan to layoff ourselves one day. The word 'downsizing, rightsizing' has become a buzz word.

A wise employee, and most of us are,must therefore be in control when it happens. The effects of layoff can be overwhelming.i.e. losing established relationship, no regular income etc. But given all diligence, the followings may be good measure in controlling layoff effects:

1. Lose the guilt grip: Many will not forgive themselves of given unalloyed commitment, loyalty to this same firm that saw nothing good in them again or the little mistakes they made before the layoff.The best thing to do is to forget the past and repackage, reposition yourself for greater and better opportunities that are out their.

2. Believe In Your ability: You are good for others who will value and appreciate your contributions

3.Move ahead: Do not allow your feelings to affect your mission. Do not feel defeated because a firm out of thousands downsize you.

4. Network: Always dress the part, associate, meet more people and offer free services if you can. Tell others what you are and what you can offer. If you do that long enough, you surely will become the desired brand.

5. Realise that there are worst things than layoff: staying on a job that bores you to death and that is not maximally utilizing your potential is one.

6.Losing a job may be a greater career blessing: that you lose a job does not make you a never- do- well.

7.Time to cut down on liabilities: The inflow may now be reduced, this is the best time, that is is if you have not made it a priority, to cut down on your liabilities. Cutting down liability should become part of our daily duty to self.Focus more on increasing asset,

8.A change in location may be an option for some.

Core value

Core value determines the fundermentals for business, career and personal success. Core values are like pillars that uphold a structure.When these are not in place,it is a matter of time before the structure will come down flat. Many outstanding multinationals today have what is known as core values. Many individuals and corporate organizations do not last a decade because of absence of core values.

Core value is like the guiding principle that serves as the torchlight taht provides light at night and it is a good idea to make adequate provision for a journey before one starts at all.At a poin in individual/corporate life, events will present themselves in a way that puts one in a dilemma and such times make one to put one's perspective in place.

A life without core value will fall for anything. It is important to stress that it is not enough to have one but to develop a strong will to adhere to such values. If in doubts, ask ENROn- that corporate giant that fell unceremoniously a couple of years ago. Our advice is that both individuals/corporate organizations must sit down to draw up their own cherished values. Peradventure you are lost about what values to consider,we hereby suggest accountability,love, integrity, service(to humanity),Honesty, discipline etc.

Life does not make meaning without such values and life devoid of these is rotten, empty at the centre. When things fall apart, you/organization will no longer be at ease, centre will not be able to hold. This will give way to unceremonious exits. We are sure none likes this kind of exist.

CSR and Branding

On our weekly programme on Times Cable Televison "Brand And Product Expo" of FridayJune 8, 2007, our focus was on Corporate Social Responsibility(CSR) And Branding.The presenter wanted me to discus the necessity of a brand to be involved in CSR. I defined CSR as a synergy of two words.i.e, Social and responsibility. Social means or implies a relational connection with society while responsibility is a charge, trust, duty ,opportunity to respond. the combination of the two words mean the ability and practise of responding to benefits,or improve the condition in the society. In some countries ,it is called Corporate social Investment.

We identified the following as major reasons for brands, corporate organizations to be involved in corporate Social responsibility.One, corporate organizations even though they pay taxes benefit immensely from the society. It is from the society that the corporate organiizations draw the human capital, infrastructure,patronage and security,land etc.

Two, business is not all about profit. A business that is out to make profit alone will compromise, sacrifice a lot of things.While a business about prosperity accomplishes both profit and non-profit objectives.Three ,brands must realise that they are not accountable to their owners alone but to several other well-defined stakeholders.

There are several advantages to brands that are socially responsible.A socially responsible brand safeguards its future.It also enjoys patronage and sympathy at the time of crisis. It also enjoys brand loyalty and most of times turn them into brand's advocate.Beacuse through CSR activities, brand's names are permanently ingrained in the minds of the people.

It also guarantees security and draws quality potential employees. Most of all,such brands enjoy some tax relief from the government.
At the end of the programme I suggested areas that brands can be involved in CSR activities. While these lists are not exhaustive, brands should look at CSR that may bring what they stand for to the forefront.So brands should consider:
Enviromental safety,Effective employee relationship management, after sales services, sponsorship and advocasy, responsible advertising messages, product quality and safety, community developments and provisions of basic ammenties.s

Friday may 11,2007

On our Times cable Television "Brand And Product expo"we discussed Brand and time management.

Bulletproof Your Career

There are no guarantees anymore in our world today. There is no security, entitlement in any position. Situation keeps changing. Time and tide wait for no one. The business and career climate today is too volatile to guarantee anything. But in the midst of it all, few seem to be moving with ease and capturing the opportunities available while many are being tossed here and there with the uncertain winds within the business, career world.
Within these uncertainties, there are known means by which an individual can bulletproof and guarantees his/her career so that he/she appears like a magician

Several reasons are available but we will focus on only few as preliminary steps. The one facts is that an individual must constantly stay in contact with current facts in his field. In other words, education must not end in the four walls of the university. Personal Integrity and sincerity is a necessity.

Individual must also develop strong ability in developing and working team. There is need for the individual to welcome necessary changes that are inevitable learn from past mistakes; always take responsibility and forget excuses.

At the base of all these, individual must first discover what he is good at, assess his/her natural gifts, benchmark positive attitudes and become an expert in observational skills, content analysis. One must become a keen observer of his/her environment, make necessary move at the right time. There is need for an individual not to underestimate the human element, strive for excellence and become a helper of destinies, love people.

There is a need to learn how to plant a shade tree for the future, Improve on your communication skills and relationship abilities. Your labour will not be in vain. Peradventure you need further help, get in touch and enroll for a four (4) hour training that can revolutionalize your life with the theme “Career On The Fast lane” .Call 08037156390 or email: msageconsulting@yahoo.com.

Customer Acceptability Of The Brand.

On our "Brand And Product Expo" Programme on Cable Times Television programme of Friday 4th may, 2007, our focus was on Customer Acceptability Of The Brand. I began the talk with given an understanding of why a product should be introduced to the market in the first instance. I maintained that whoever solves problem owns the customer. Therefore the secret is to solve a problem or meet a need in the life of your target audience. The credit belongs to the ma who is actually in the arena. Therefore there is need to manage customers’ first impression.

There are four factors that were identified on the programmme for our viewers/brand owners. A brand that will enjoy customer acceptability must first create value for the customer. That is the only path to a brand’s sustainable competitive advantage. Product quality is not enough, neither is price. Lower price does not appeal for long.

There are three(3) imperatives to customer acceptability of any brand. These are:
1.Product quality
2.Service quality (that promotes lasting positive experience)
3.Value-based pricing.
At the end of the programme, we concluded that Internal brand promotion and reinforcement of brand through staff and customer interaction is also important.

Sustaining Brand's Dominance

On our programme on Cable Times Television of Friday 27th April, 2007, our focus is on sustaining Brand's power and dominance.I explained that there are basic factors that the brand owner must watch out for when the brand has become known.It is easier to get to the top than to maintain one's postion there.

Therefore, we suggested that one of basic factors to remain on top is constant INNOVATION.Innovation is a discovering new ways of adding value,it is the life blood of any organization.But it is important to note that innovation is relevant only when it creates value.
The number two factor in sustaining brand's dominance is CORE VALUE AND LEADERSHIP promotion.Each strong brand must keep on promoting its uniquness or brand core value/promise. In addition to this the management team must support value promotion. It is not enough to have brand value it is equally important to promote it through leadership example.Ask ENRON corporation if in doubt.Core Value promotion requires that there is high trust,people development and a commitment to learning.

There is also a high need for creativity. Creativity is te use of skill and imagination to produce something new.Creativity exposes valuable,viable opportunity to differentiate your brand;it promotes your distinguishable offerings/uniqueness.

The other way to sustain your brand dominance is through BRAND'sEXTENSION. Many brands have used this successful. But a word of caution here, do not go into brand extension if you do not understand its intricacies.It is better to be a leader in one market than a follower in many markets.
Virgin corporation has done this successfully, but I believe LG may not be getting it right for now

Managing Brand's Details/Touchpoints

Today on our “BRAND AND PRODUCT EXPO” programme on Cable Times Television, our focus is on Managing Brand’s Touchpoints. I started by saying that Brand happens at the touch points/call centres. Since Brand is all about experience and perception, people often make their judgments about a brand by the experience they have at any contact with the Brand.

Such contacts are: receptions, telephone booths, letters, mails, graphics, salesperson, information centre, distribution centers etc. It is important that brand owners put their best hands that will be able to truly represent the brand in any contact point.

Call centers, contact points positions should not be given to the lower cadre of staff. Contact points should be staffed with highly qualified professionals who will be able to sell and represent adequately the Brand. Anything short of this will do a lot of damage to the brand value, credit, equity as well as loyalty.

Power Of Referral

Referral according to Oxford Advanced Learner Dictionary is “the act of sending someone who needs professional help to a person or a place that can provide it”.
Power of referral is not a modern invention. It has always been since ageless past.. A refined skill that is not known in the right market can not be utilized.
Therefore there s need for professionals to ensure they utilize the power of referral to capture more markets.

Even in the Bible days- for those who are Christians, the sharpened skills of Joseph and Daniels who later became first class administrators as well as prime Ministers of two great nations needed someone to recommend them their skills to the appropriate quarters. Sometimes it is not that your skills are not a good is the problem but the problem is that no one knows that you can offer such skill is.

You can benefit from the power of referral if you will engage some of the following weapons:

1. Provide quality service consistently: When you do this, some will notice you and become a word of mouth advocate for you without a fee.

2. Be an expert at something: Always ensure that you communicate your unique difference to the target market and let your name always come to mind before a mention of five. In fact three is the best. Become an expert at something or be perceived as the voice of that market, by any means achieve any of the two.

3. Build quality relationship with stakeholders. Go to relevant meetings to your market. Be there for those whom you will always need to spread your antenna to. Be friendly and touch lives in a unique way. Help give referral to others or help alleviate the stakeholders’ burden.
4. Don’t be Money Conscious: Be sure that gain is not the major reason you do everything you do.
5. Provide free service and be socially responsible.
6. Use your skill to help people.

Building A Strong Brand

Today on Cable Times Television "Brand "N" Product Expo" programme, our focus is on How to Build a strong Brand. The Presenter wanted my opinion on what is the definition of "Brand".
I defined Brand in a lay man's language as given by Ameican Marketing association as ; a term, a logo, a symbol by which an item is known.

But as we know, that definition is "shortsighted" as it can no longer holds water in today's world.Brand today is more of perception and perception is more than reality. Brand is emotional and never rational.For a Brand to make any meaningful effect, it has a clear means of differentiation. A unique selling point that seperates the brand from the crowd.

The Brand promise must always be in place. A brand must ensures that its promise is consistently kept. Brand that will be strong must always ensure that this unique selling point is clearly communicated and it must evokes emotion.

Brand's stakeholders need to work together or be carried along in all the processes otherwise there will be conflict of interest in between. This will eventually reduces brand equity and finally brand's loyalty.

In Building a strong corporate brand, the executive must show unalloyed commited to the brand. Because executive decision in this regards can either mar or make the strength of the brand.

Aside from these, Internal audience enthusiasm is also a must, because they help deliver the promise of the brand. The Internal audience morale with show on thequality of service delivery.

Personal Brand Management

Just as companies manage their corporate brands; individuals and professionals should do it for themselves. Personal Brand is a necessity for professional and business success.
Peter Montoya says ‘Personal brand is the powerful, clear, positive idea that comes mind whenever others think about you. It is what you stand for-values, abilities that others associate with you”

The good news is that we all have Personal brands worthy of remarks. There are fourteen (14) important factors in personal brand management (either for professional or business success) but we will share seven here (7).

1.Let your talents flow naturally: This makes you look like a genius and not a workaholic. It is not a bad idea to be a workaholic, but if your talents flow naturally, people, client, boss and subordinates will respect you.

2.Flattery:In work place, learn to flatter indirectly by downplaying your contributions. This is essential when you are dealing with your boss.

3.Organized to be noticed: This is a not contradiction to the above. You stand no chance of rising if the ‘ruler’ does not notice you in the midst of the crowd. Master this art. Give adequate attention to your physical appearance, work on both your content and container.

4.Speak the same language with your audience: Different audience requires different approach, style and language. Don’t speak big grammar to a gateman from the village and don’t speak ‘pidgin English’ in the palace.

5.Don’t be bearers of bad news: The king kills bearer of bad news. Don’t be tail bearer. It damages your personal brand value. By all means avoid bringing bad news, let another person do.

6. Don’t criticize your boss directly: Couch your advice, criticisms as indirectly as politely as possible.

7.Developwarmed personality: People flee what is unpleasant and distasteful. Charm and delight draw us to others like Bee to honey. Remember life is full of unpleasantness and pleasure is scarce. Your personal brand becomes indispensable when you are warmed. We may not be able be blessed equally in this regard, but we can all control our unpleasant qualities and obscure them intentionally.

Research And Advertising

Today On "BRAND "N" Product EXPO" on Cable Times Television, our focus is on the impact of reseacrh on advertising.

The presenter wanted to know what is lay man's definition of the key words. I defined advertising as a process of commnunication or presentation that is conducted through paid media under an opened/ identified sponsor. It can also involves a situation where a sponsor/advertiser sends a message(advertisement) through one or more media(conventional or unconventional) to reach a relatively large audience.

Research on the other hand is a systematic collation, analysis and implementation of relevant data that are targeted at achieving a given objective.

Since we know that advertising has a given objective to achieve , there is need for adequate research from brief creation, to development of ad. campaign.

Brand's Online Presence

We have discussed over time that BRAND is more of an emotional thing and its never rational. Brand is hundred percent (100%) perception. Management tools for this perception are multifarious. There are several options available to brand owner to ‘structurally’ manage their brands. I.e. Personal, Corporate and Product. Many a time much effort are channeled on physical or what I called manual management at the detriment of electronic management.

The World Wide Web (WWW) has come with many advantages but many Brand Owners in these parts of the world neglect this to their own peril. I often wonder why brand owners think that in this age and time, everyone out there must come to their physical locations to get little information about them to make the potential customer make a decision about their brands. If you must wait that long without taking the advantage of the opportunities out there, you would soon be out of market sooner than you think.

About two weeks ago, someone called me to ask if I know any Event MC that could anchor a programme for her organization. A fellow I knew very well came to mind but alas I did not have his phone number. I told the lady about the guy and asked her to type the name in the search engine. I was thinking he should have something online that can help us how to locate him. This she did but nothing showed up on the net about him.

We had to call someone else. The import of the story is that without a presence on the net, a brand may be missing a great deal. Don’t say you do not have the means, there are several free opportunities on the net individual and corporate brands can annex if they really search for them.
A word is enough for the wise, Act Now

Heighten Your effects

Life is all about effect and impact you make on others. But the level of impacts/effects we can make is created consciouly and not by impulse.
At the beginning of your choice of making impact/effect, you need to be there always. That means that you should not be scarce, you must be accessible to all. Because what is seen is appreciated. You must concsiouly work to make necessary impacts that you want to create as early as possible.

The effect that you are making must be evident when you are not there. If after you are gone, no one misses you, the implication is that you are not that effective.

To heighten your effect over time, you must move out of circulation. Too much circulation makes the price of a good goes down.The more people see you after you have made the effect, the more common you now appear. You must learn when to leave. CREATE VALUE THROUGH SCARCITY. Dont go to same places where you dont have an assignement regularly. You dont create or heighten your effect that way.

Creating A market for Your Brand

Today on "BRAND "N"EXPO" on Times cable Television, our focus is on how to create a market for your brand. I started by saying that Brand exists because it meets a need.I later defined what is called market because until an individual understands what market means, they may not know how to move forward. To a lay man, a market is a platform that brings two parties into an exchange of equivalent values. This meaning presupposes that both have what others want, the exchange of which must be done voluntarily and both must be able to communicate with each other.

A market also signifies a medium that brings a group of people who have common requirements, who also have resources to satisfy their requirements and are willing to exchange the required resources for the satisfaction of other.

I conclude by saying that as long as a product/brand can satisfy the above conditions, it can always get a market.
The presenter asked for man advise for a product that was just introduced without these requirements and what advice can i give on how to market the brand. My answer was that as long as the individual just assumed there is a market without prior research, it will take him longer hours, days,months before he will have a breakthrough.

Nonetheless, there may be hope if he is willing to start the whole process by identifying his target market.I also said that to create a market for any brand/product, we may consider the following necessities:

1. Look for needs to meet/understand what people need.
2.Dont focus on selling but create a need to buy
3.The brand must be emotionally interactive
4.Promote your differentaition
5.Serve a worthy purpose
6.Know your market
7.Create a message that shatters barrier.etc

N.B-My site is having problem uploadin pictures, iw ill do that soon.Bear with me
Meanwhile, check www.yinkaolaito.wordpress.com

Photographs And Branding

On "Brand N Expo" 0f friday 2nd march,2007. we discussed the impacts of photographs on branding. i started by started by saying affirming the fact that photographs always lend authenticity to any brand story.photographs are proofs of facts and events.it serves as a suitable embellishment to all types of printed matter.

it also stimulate interest and attention.it can also help in brand identity positioning.But for photographs to serve its purpose as a tool in brand identity, it has to be striking,topical relevant and adequately captioned.

Every photograph must also reinforce good brand identity and enhance it.

Friendly working Environment

There are fundermentals that will make an organization's working environment friendly.These are often taken for granted in this part of the world. This is largely due to lack of enabling laws to checkmate some of the owners. One major condition for an organization that will enjoy employees commitment is a friendly culture.

Richard Cabot identifies seven main features that will characterize a good job, but i will only discuss the last four today.One is that there must be a chance to achieve, to build something and to recognize what we have done in terms of personal contributions. In addition to this, an average employee needs a tittle/job descriptions that will guide them against working at variance from company's expectation.

Richard Cabot also emphasized that organization should ensure that there is a connection with an institution or firm or some causes which can arouse employees loyal service. That means, there is need to ensure that every individual can be identified with the cause the organization is aiming to achieve.

Lastly organization must ensure that there exist a honourable and pleasant relationship among the employees. This must exist between managers, executives, directors.

Can we vouch that these conditions are obtainable within our organization?

Brand Identity

Today on "Brand &Expo" on cable Times Television (TTV), our focus is on Brand identity. I defined Brand identity as distingushable characteristics that is consistent, enduring and predictable messages and perception. Brand identity is important because everything is judged by its appearance. What is not seen counts for nothing. Brand must never allows itself to get lost in the crowd, because it will be buried in oblivion.

Brand identity must be packaged in a way that makes the brand to stand out. All the visual perception of brand identity must obey the law of unity.The colour must agree with what the pay off is all about, as well as the logo, symbols, text/typerfaces.Brand identity must make the brand a magnet of attention by being colourful without necessarily being loud. Brand identity goal(s) is to increase brand's memomarability and uniqueness.I personally encourage that the house colour should not exceed two. Infact one is better.

Colour and symbol must also be chosen with highest regards to what the brand's environment belive they are. For example a popular electronic has used the image of a monster that signal evil, devil within Nigeria environment. This is bound to have a negative effect on the brand's market in Nigeria.
The other issue we discussed centre on the role of brand consultant to their clients or employers of service.My opinion is that a consultant is not just in the name alone. He/she must know his trade.

But the problem in our society is that many brand owners will not listen or engage quality brand expert in all the process. The evil of this is that whenthe idea/brand now faces some foundational challenges, the brand may soon be rested like millions that had become history.Because the fire brigade approach do not work most times. I must add that even non- profit brands need a brand expert imput if they must stand out from the crowd.

Staff Develoment/Learning

Staff training is an essential part of organizational development goals.This is often neglected in so many organizations to their own peril. No wonder we have someone joining an organization for upward of five to ten years and there is no noticeable shift in his/her skills.The attendant result is that such individual has become redundant because law of diminishing returns has set in.
Anyway this is not the purpose of our dicussion today. our focus is on the purpose of staff development programmes initiated by majority of the company that actually train their employees.The purpose of developing employee is basically(i stand to be corrected) and most o0f the time to develop the total man in the employee but to sharpen their skills to become better employee will be able to contribute his best to the organization.

The development that will be mostly effective most be towards the development of the total man. It must not be relegated only to the job alone. It must not be totally focused on the job. Many organization do not include moral, charcter development in their cuuriculum. No wonder, cases of sexual abuse, financial misappropriation still feature as a matter of urgency in management meetings.
Sometimes, some staff development initiatives are purely sentimental, some members are given undue advantage over others, many are sent on courses that are not relevant to their callings just because of his/her closeness to the Human Resources director.

To make the matter worst, courses are often organized in a way to meet the status symbol, so the organization can boast of millions spent on staff development.The content may have international acceptability without its being applicable within the local content except if there is a little modeartion.Lerning for learning sake is a collosal waste of time and resources, staff development must be all-encompassing, all- embracing.

Encourage Innovation

A trend that has been noticed inmost organizations is the 'divide and rule policy. Even though many authorities in the use of power had encouraged this policy; but the outcome of such policy often does not support the continous use of it.

I have also observed that when an organization encourages innovation, creativity and the use of individual initiative instead of the spirit of competition, more are achieved.

The reason behind competition is the feeling of hostility. In most cases there is nothing like healthy competition. Check the card players. when a person loses the show,there is often a feeling of incompetence while the winner often carry the day.

Most competitions grow out of a desire to dominate and to force a submission to the stronger will. Innovation on the other hand encourages creativity, the use of individual initiative and a believe that you are not to outdo others but to maximally utilise individual potentials.

Competion breeds fear and the fact that we may never outwit others usually becomes a source of concern.Many employees are daily turtured(psychologically) with the notion of beating others, departments to it instead of a focus on corporate objective achievement.

Brand &Expo

Today, on our "BRAND and EXPO" programme on Cable Times Television, we discussed 'Brand Marketing'. The presenter wanted to know the position of trust in a new product/brand marketing. He was of the opinion that aggressive marketing will do a lot of magic to new brand/product in the market without trust.

As a brand and Public relations expert, i responded by saying that there is no amount of aggressive marketing magic that can work over a long time if the brand promise is not delivered consistently. You can only deceive clients for once by your sweet tongue. If they get to know, the brand ability to enjoy brand loyality will fade like a mirage.

We talked extensively on the usefulness of marketing research for a new brand entry to the market. The facts remains that there are over 900,000,000 (nine hundred millions) brands trying to serve the potential six billions clients. The place of marketing research cannot be underemphasized. I hope you tune in Next friday as i will be featuring on this programme for a long time.

On Cable Times Television(TTV)

Today,i have the privilege of appearing on a live televison broadcast on Cable Times Televison(TTV) programme "BRAND and Expo". A programme that is focused on Brand management, Brand Building etc. This interview was granted as a post seminar coverage to our resently held "Branded".

The presenter wanted my opinion on how one can take an idea from the scratch and turn it to a great brand that sells. We started the programme by defining what a brand means to an average person. I defined brand as the perception that people have dealing with your brand i.e. personal, corporate or product.I told viewers that most of the times brand is not rational but emotional. You dont have to be the best, but people, your stakeholders have to percieve you as being the only solution to their needs.

The presenter (Emma Ukpakol)asked whether it takes millions to build a strong brand since one needs to advertise and make known his products? My answer was simple "i strongly believe you dont need all the millions,but the individual must build trust, be dependable, go extra miles in satisfying his/her stakeholders perceived needs."

If this is properly done, the brand can then enjoy stakeholders' loyalty and the brand can eventually turns them to brand advocates.