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