Why customers buy brands they already trust
By Lolu Akinwunmi When I arrived at the Nigeria–Benin Republic border, I was extremely thirsty and decided to buy a cold drink. The shop displayed...
Category : Opinion
Branding bests pricing per perception, buying decisions
By Ugochukwu Ugwuanyi Ever wondered why several substitute brands displayed on the same grocery store shelf have different price tags? It’s simply due to the...
How advertising creates brand equity
By Lolu Akinwunmi One of the most common questions in boardrooms is this: “How do we know our advertising is working?” The answers are often...
Founders and investors find ROI in ME
By Ugochukwu Ugwuanyi Although almost indigenous to development studies, sustainability initiatives, donor projects, and programme reports, Monitoring and Evaluation (ME or M&E) remains at the...
“The Operator’s Trap”: Governance advisor Ini Abimbola warns African executives are hired to lead, but administer owners’ instincts
….New book and commentary spark conversation on governance, authority, and succession in founder-led African businesses Governance and institutional reform advisor Dr. Ini Abimbola has called...
Building brands in Africa: Why one size does not fit all
By Lolu Akinwunmi One of the biggest mistakes global organisations make is assuming that successful branding strategies can simply be transplanted from one market to...
Ademola Adeleke: The governor who danced his way into a second term: – some social marketing and branding lessons
By Lolu Akinwunmi Let me begin with two disclosures. One, I am not a supporter of Governor Ademola Adeleke or his political party. In truth,...
The trust problem: Why everything you know about trust is wrong
By Emman Udowoima, CEO, Brand Health “Trust is not a rational calculation. It is an emotional negotiation for psychological safety within communities” I. The Tidy...
In ESG, the ‘S’ is the licence: Ini Abimbola calls for measurable social risk reporting in Nigeria
…Governance advisor says host-community relations, not carbon, are the binding constraint for Nigerian businesses As mandatory sustainability disclosures approach for Nigerian companies, Dr. Ini Abimbola,...
Campaigns build sales, brands build businesses
By Lolu Akinwunmi One of the most expensive mistakes organisations make is confusing campaign success with brand success. The two are not the same. 1....