When companies use ads to SUB each other :-)

A friend of mine just tagged me in a tweet with this very interesting case study on YouTube

Apparently, Santam a leading insurance company in SA made a nice TV commercial trying to play up their claim to be meticulous on details.

Nandos, the very cheeky fast food brand responded with a funny spoof...let me not spoil the fun. Just watch the Case study and enjoy it.

What i love about this was the fact that both companies are in different industries (Insurance and Quick service restaurants), they engaged themselves and their consumers in a fun and interesting way via their TVCs. Kudos goes to Santam for elevating the back and forth to a charitable cause...nudging Nandos to donate food to a home for kids and also to Nandos for ending the "ad-cat fight" with a strong nod, acknowledging Santam stood out amongst Insurance companies by responding so fast.


My advice to Nigerian marketing agencies and their clients?...have fun once in a while ;-) sub a competitior today...LOL

Twitterview on #BrandManagement

This is a record of a Tweet interview i had through my twitter handle "@id49ja" and Rise Networks "@risenetworks" on April 26th 2012

@Risenetworks Good day sir, welcome to Rise "Twitterview"

@id49ja thanks, its my pleasure really #brandmanagement

@Risenetworks What's your definition of a brand? #brandmanagement

@id49ja For me, a brand is collection of values that give distinction to a person, company or product. #brandmanagement

@id49ja these values are made up of the benefits, the look & feel, the passion it excites in those who appreciate it #brandmanagement

@Risenetworks okay, What's brand management about? #brandmanagement

@id49ja #brandmanagement is the fine art and gr8 science of steering the lifecycle of a brand such that it continues to win

@id49ja i call it a science bcos it can be learned but also an art because its clear some ppl "get it" instinctively #brandmanagement

@Risenetworks What's the relevance of brand management? #brandmanagement

@id49ja #brandmanagement is relevant bcos its the management approach to keep a brand winning in its market

@id49ja when #brandmanagement is done well, the brand is always relevant in its market. it may not be a leader yet but its relevant

@id49ja winning is important but i place more stock in relevance when i think about #brandmanagement u must be "unignorable"

@Risenetworks How receptive has the Nigerian market been to the idea of branding so far? #brandmanagement

@id49ja Actually branding has been widely accepted in Nigeria but to my mind its gone a bit extreme. Let me explain #brandmanagement

@id49ja You know an iceberg? only a small part of it is visible above water, the largest part of it is under water #brandmanagement

@id49ja With this analogy branding is wat you see above the water, Marketing is what is under the water #brandmanagement

@id49ja Marketing is the foundation of branding.Unfortunately Nig has fallen in love with the house, "branding" but ignores marketing

@id49ja Marketing is the foundation of branding. If you dont understand marketing, you will do #brandmanagement like an apprentice\

@id49ja I hope i answered that well ;-) next question pls #brandmanagement

@Risenetworks vry well sir, What are the challenges of managing a brand in Nigeria? #brandmanagement

@id49ja the first challenge is what ive already said viz marketing. But also insufficient creativity affects 

@id49ja Creativity in #brandmanagement should not be limited to how ur logo looks or the type of ads u run but also in retails points#brandmanagement

@id49ja creativity in the way you segment your customers, in the way you position different brands for each segment, in your pricing

@id49ja Like my friend @je_mc2 once said, you have to know the box before you can think outside the box #brandmanagement

@id49ja my challenge to anyone interested in #brandmanagement is to study marketing first so they can be creative

@Risenetworks okay, Does branding actually enhance the acceptance of a product or service to the consumers? #brandmanagement

@id49ja Definitely branding done right is a lifesaver! a product with no clear brand values will die off soon enough

@id49ja If the product does what it promises and you communicate this promise well, then acceptance of the brand will come slowly

@id49ja Patience is needed when building a brand though, if you rush the "cooking" the soup will taste bad. #brandmanagement

@id49ja hope that answers the question a bit #brandmanagement

@Risenetworks Yes it certainly does, What are the features of an effective brand? #brandmanagement

@id49ja hmm..1. A clearly defined segment of the population its meant for 2. A clear benefit the brand meets for this segment

@id49ja 3. A set of clear communication messages abt this promise(s) of value that gets to this segment

@id49ja 4. The target market ask for the brand by name #brandmanagement For me these 4 are key features

@Risenetworks okay, How can one achieve brand sustainability? #brandmanagement

@id49ja You sustain a brand by constant pruning of its benefits, and messages. Perceived benefit today may no longer be valued

@id49ja You need to keep talking to the customer to know if they still appreciate the benefits you currently offer.

@id49ja Your company/brand only exists by the pleasure of customers, satisfy them and you will sustain your lifecycle #brandmanagement

@id49ja Next question pls #brandmanagement

@Risenetworks How can a new brand takeover the market? #brandmanagement

@id49ja Taking over the market requires foresight, leveraging unique strengths, exploiting the gaps/mistakes of dominant players too

@id49ja  A new brand must study the terrain and execute its marketing plan more professionally than other players

@id49ja without such clearsightedness it would be hard to takeover an existing market #brandmanagement

@id49ja is that ok? #brandmanagement

@Risenetworks yes pls, What's the meaning of the popular term integrated marketing communication? #brandmanagement

@id49ja this term refers to a properly deployed marketing communications plan, where there is synergy with all the tools of Marcomms

@id49ja when tools like Advertising, PR, Events,Sponsorship, Direct Marketing etc are deployed in a cohesive mix then the term is true

@id49ja Next question sir #brandmanagement

@Risenetworks What's the difference between Advertising and PR? #brandmanagement

@id49ja Advertising reaches a wider audience really and has its own tools...TV, Radio, Print, Online, Outdoor etc

@id49ja Advertising is paid for communication of your brand within defined channels. PR has more to do with 3rd party endorsements

@id49ja PR gives & enhances messages in more restricted influence circles than Advertising. its a long topic ;) i cant do justice 2day

@Risenetworks okay... Its been a really enlightening & informative session with you. Thank you so much for taking the time out to do this.

@id49ja Let me squeeze 15 more mins for a few more questions on #brandmanagement its been fun so far ;-)

@Risenetworks okay sir, just saw your last tweet

@id49ja ok shoot...hard questions only now....

@Risenetworks...ok, What's the difference between above the line advertising and below the line advertising? #brandmanagement

@id49ja above the line ads are TV, Radio, Press, Outdoor. Below the line are SMS, Flyers/posters, pamphleteering #brandmanagement

@id49ja The difference seems a bit esoteric but the "line" in ATL and BTL is a creation of marketers...nothing special there

@Risenetworks What brand value preposition does Etisalat possess ahead of others? #brandmanagement

@id49ja etisalats value proposition is made strong by our clear eyed attention to consumer needs and our willingness to meet it

@id49ja Im not saying others dont but we are relentless in executing the insights we discover and we dont want to be like anyone else

@id49ja when etisalat says "we are uniquely different" it means we never react to competitions acts. We choose our own path

@id49ja This path is always where profit & consumer needs reside We are clear minded on leveraging our strength for the consumers sake

@id49ja Next question pls #brandmanagement

@Risenetworks What makes a "TIMELESS" brand? @Apple @Dell #brandmanagement

@id49ja @Apple is my favorite timeless brand. They try to be like no one else, have an intuitive understanding of consumer needs...

@id49ja and are relentless executors of their strategy. This is the way to be timeless. They reinvent themselves and push themselves

@Risenetworks Which has a stronger brand value preposition the Blackberry or the Nokia phone? #brandmanagement

@id49ja Clearly its the Blackberry for now. Only because customers are its major evangelists. Nokia has lost its status

@id49ja You measure loyalty by the extent your customers recommend you to others. BBM is recommended by friends to friends

@id49ja Sadly Nokia does not have this strong "recommender" hook anymore but Blackberry shld beware...they need to reinvent themselves

@Risenetworks Finally what's the difference between a brand,a logo & a trademark? #brandmanagement

@id49ja A brand is a collection of values, logos and trademarks are part of the values that make up a brand.

@id49ja In and of itself, the logo is not a brand, It a part of a brand

@id49ja Simply put, the logo/trademark is like the leaves on a tree. The tree itself is the brand. The logo helps confer an identity

@Risenetworks its been wonderful having you on "Twitterview" do enjoy the rest of your day sir.

@id49ja Its been fun guys...gotta run. Thanks for this chat session on #brandmanagement

@Risenetworks Thanks , have a great day

What has Snapped in Lagos?

“It was the best of times, it was the worst of times”

(A Tale of Two Cities by Charles Dickens)

Where do I start on this issue of Insecurity in Lagos? I believe my personal experiences tell the story much better.

On 24^th January 2012 I was on my way to work in Ikoyi. Traffic had built up on Osborne Drive, the road leading to the 1^st gate of Dolphin Estate, Ikoyi

My windows were wound down with the radio turned on, the time was 8:05am. Suddenly, a short dark figure walked to my side of the window. He had a hard face, smelled of weed and wore dark clothes. It was so surreal, he showed me a gun and asked me to hand over my phone…”the two phones, pass am now or I go shoot you”

I was stunned…I calmly gave him my two phones, a BlackBerry and an iPhone 4S, a gift from my wife just the week before. He then asked that I give him my wedding ring. By this time I was coming out of my dazed state and I said firmly “No”. At this time he became brazen and pointed the gun at my head and said he would blow my head off I didn’t give it to him. I removed the ring and gave it to him. All this time traffic had not moved and every other car around had passengers viewing me being robbed and doing nothing.

He then asked for money…I said firmly “I don’t have any money”. At that point, he must have guessed he had gotten a good enough heist from me and calmly walked across and jumped the embankment to the other side of the road.

Traffic moved and I drove on…..sad and confused at what just happened. Other drivers pulled up beside me with their pathetic sounding words saying “sorry” and looking helpless. It didn’t even occur to me to drive into the Dolphin Police Station to report what just happened.

I drove to work, blocked my lines and began the process of trying to get my life on a semblance of balance. At work I was advised to still report the incident at Dolphin police station. I did that on my way back home and my treatment by the Police officers there is a tale for another day…needless to say they didn’t seem to feel any rage or need to right the wrongs but were busy asking why I hadn’t reported the crime at the time of occurrence!

Fast forward to 24^th February 2012 and this time I was on the way to work near Ketu, not too far after Motorways on Lagos-Ibadan express on the way to the Island. Time was 6:32am. This time I wasn’t alone, I gave a ride to my neighbor who works on the Island. 

Windows wound down again (eye roll), traffic had built up and we were on the fast lane where I was on. Another short dark devil comes to the side of the car demanding our phones, brandishing a gun. This time traffic moved and I was already stepping on the gas….the guy threatens to shoot if I don’t step on the brakes. My neighbor goes hysterical pleading with me not to drive off and hands over his phone as I also hand over mine (or so I thought, I later discovered my BlackBerry never left the car).

The dude asks for money and I told him it was in the boot…he then calmly walks into the darkness. We drive off. I had just been robbed exactly one month after the first robbery. I cannot describe how I felt. The last time I told as many people I could about the robbery so they could protect themselves. This time I told only my wife, my boss and 2 close friends, determined not to be pitied by anyone.

You may wonder what has led me to write on this insecurity issue today: Just yesterday on my way to work, at the same spot at Ketu, I saw that same guy try to rob a lady in a Honda Civic. I was on the middle lane this time, windows up and I could have minded my business and driven off. I stopped the car and start honking my car horn…other motorists who saw the robbery happening were honking too, though not in solidarity to confuse the robber as I was doing but to get me to move on! It’s so sad how uncaring we have all become.

The robber panicked and jumped into the bushes and the woman drove on. I pursued her and flagged her down. As luck would have it, the robber had continued using the BlackBerry phone of my neighbor after he robbed us on the 24^th of February. My neighbour added him on BBM and had saved his pictures and that of his girlfriend.

When I went to meet the woman she was shaking and sweating, we calmed her down and commiserated with her and she said the same guy had robbed her earlier in the year! This time he could only take her ring and her “small phone” (Most Lagosians know what this means). We showed her the pictures of the robber and she positively identified as we both did as well.

I took her email address and told her I would email her the pictures, requesting her to report the incident at Ketu Police station, showing them his pictures. Well this morning she called me to tell me her husband would go report the robbery. Apparently she just relocated to Nigeria from Canada in December 2011 to work in an A-list secondary school in the Maryland/Anthony area. Since she had now been robbed twice in 2012 he daughters are begging her that they need to return to Canada.

I consoled her and begged her to keep faith, let’s pray the Police would do their job I said.

The Crime rate has become alarming in Lagos especially. This past week a colleague’s friend was rudely shocked to find that his wife, Jumoke, had been kidnapped. Yesterday the kidnappers finally made contact, demanding N15 million as ransom. In February, a friend of mine Dayo Fagade was robbed on Falomo bridge of his phones…his windows were up (take that sermonizers! The classic and painful reproach I kept getting after being robbed is to blame me for not having my windows up.)

Robberies and kidnapping are on the increase and it’s not the fault of the victims. What exactly is happening? What has snapped? I remember tweeting in December that the combination of the Lekki Toll charge, impending fuel subsidy removal, Cashless Lagos and increase in electricity tariff would create social disequilibrium.

Once the middle class was threatened with less spending power, the stagnated “trickle down” effects of their disposable income dwindling would deprive the poor of money they had begun to depend on. With reduced income, crime rate would increase I intoned with the remnant of knowledge from my Sociology electives back in University of Ibadan.

I never knew I would become a victim of this deadly prophecy. With January came fuel subsidy removal and there was clear disequilibrium. Prices have gone up and have refused to come down. I posit that if not for the quick end of the extended strike, the poor would have soon begun a house to house attack on the rich and middle class. Call me an alarmist but I believe it.

I don’t have police records but I know for sure the crime rate in Lagos has gone progressively higher since January 2012. The question is what are we all going to do about it? One clear thing I believe we must all do is to genuinely step up citizen intervention when we see a crime being committed.

If you are in traffic and you see a robbery being done by a lone robber, please lets all begin honking our horns! If nothing it can cause the robber to feel several people are all after him and he may take off. If it’s possible to get down to intervene and you are trained in such “arrestive” arts like Judo, Tae Kwando etc please don’t stand by doing nothing. I will give a caveat though, safety of self should not be jeopardized yet I challenge us to show more courage. These robbers are men like us!

All that is well and good but what can the Police and Lagos state governments do? We need better Police response to reported crimes. I will follow up on the incident of the lady that was robbed as much as I can, hopefully the Police will not less us down.

The call for Local or State police is also clearly coming to fore. With a neighborhood police team around Ketu area, picking up the robber with these pictures of him we have would not be so hard.

On the whole, my charge to us all is to believe there “IS” something we can do….let us not resign to fate and powerlessness, evil will persist if good people continue to mind their own business. Until their business is rudely disrupted by a bandit as well…..

(I have updated this post with the face of the robber.. He is the guy holding his chin in the second picture and the one in the foreground of the first picture...while the Police has not been swift on the matter, this guy has robbed another of my colleague on monday, same time same place. Please share his picture freely until someone somewhere who has authority is embarrassed enough to sort this out)