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 : The MARCOM STRATEGIC SERIES
by LOLU AKINWUNMI
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...
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,...
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....
What does advertising really do for a brand?
By Lolu Akinwunmi One of the biggest mistakes organisations make is expecting advertising to perform roles it was never designed to perform. It is therefore...
‎The five pillars of strong brand building ‎
By Lolu Akinwunmi ‎If advertising alone does not build brands, then what does? The answer lies in understanding that successful brands are not built by...
Brand building is more than advertising
By Lolu Akinwunmi One of the greatest misconceptions in marketing is the belief that advertising alone builds brands. It does not. Welcome to the MSS-06,...