MICHAEL SAGE- Branding,Public Relations & Trainings.

www.yinkaolaito.com launched

2008-12-06T04:37:00.000-08:00

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.

2008-06-18T04:42:00.000-07:00

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.

2008-06-18T03:44:00.000-07:00

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

2008-06-13T03:30:00.000-07:00

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

2008-02-26T01:27:00.000-08:00

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

2008-01-18T03:51:00.000-08:00

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

2007-12-27T06:06:00.000-08:00

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

2007-10-04T09:01:00.000-07:00

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

2007-07-14T09:37:00.000-07:00

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

2007-06-21T04:04:00.000-07:00

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

2007-06-21T03:32:00.000-07:00

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

2007-05-23T08:24:00.000-07:00

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

Bulletproof Your Career

2007-05-08T04:38:00.000-07:00

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.

2007-05-08T04:25:00.000-07:00

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

2007-04-30T07:04:00.000-07:00

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

2007-04-20T10:21:00.000-07:00

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

2007-04-16T02:32:00.000-07:00

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

2007-03-30T09:22:00.000-07:00

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

2007-03-26T04:21:00.000-07:00

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

2007-03-23T10:09:00.000-07:00

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

2007-03-22T05:54:00.000-07:00

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

2007-03-13T02:09:00.000-07:00

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

2007-03-09T10:23:00.000-08:00

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

2007-03-02T03:21:00.000-08:00

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

2007-02-27T01:21:00.000-08:00

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

2007-02-23T09:02:00.000-08:00

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

2007-02-20T01:53:00.001-08:00

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

2007-02-17T07:12:00.000-08:00

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

2007-02-16T08:47:00.000-08:00

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)

2007-02-09T09:13:00.000-08:00

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.

Secret Of personal effectiveness

2007-02-06T09:07:00.000-08:00

When purpose is not known, abuse is inevitable. Until a man knows who is he and what is his brief for existence is, he will keep struggling without an end inview. It is not only important that you know yourself, it is equally important that you know yourself thoroughly and know the best mode of operation that can suit your moves in life. This will guarantee your well being and effectiveness.

It is not a sin to be ignorant for a while, but it is a calamity to remain ignorant when there is enough light by which you can travel light instead of carrying heavy loads of ignorance around. There is nothing you are passing through now that someone had not passed through. such have become reserviour of knowledge so that others would not have to suffer the same lot.

One of the best hands around is the self awareness and managemnet expert(Emmanuel Utomi) from whose cistern i have drawn in the past five years of my association with him. He is offering himself to help as many people as possible to know why they behave the way they behave, why they have not enjoyed speedy progress as much as they would have loved among other questions they have not found answers to.

Come march 10,2007, This Guru will be the key speaker in a one day all essential workshop tagged Individual Independence with a focus to liberate every mind from all forms of inefficiences and am so sure you dont want to miss this opportunity. I have personally booked my space as i understand limited space is available.

To benefit from this seminar, you can call 08037156390. There are several bonuses to every seminar participant. Registration closes March 2,2007. Invest in your own well being, become the you that you have always seen in your mind. This seminar offers you the shortest route to get to where you are going in life. Dont miss this opportunity.

"BRANDED"... A Success Story

2007-02-05T01:53:00.000-08:00

Last saturday was our seminar BRANDED. it was a great experience. My good friends Lolu Mogaji(personal branding and image consultant) and Emmanuel Utomi( a self awarenes and mangement Expert ) did prove their mettles. We have the privilege of having a great Public Relation and management consultant who is also the chairperson of Nigerian Institute of Public Relations,Lagos state chapter (MRS. Nkechi Ali Balogun) in attendance.The two session held between 9.00am.1.00pm and 2.00pm.5.30pm

Part of the conclusion reached was that everyone must acknowledge that he/she is a brand.Therefore individual personal brand must be taken seriously.Because,personal brands dictate the foundation of our successes.Everything we do daily or refuse to do are determining the kind of brands we are .

It was also agreed by all that you dont need all the millions to project a good image of yourself.About corporate brand building, the participants all agreed that the personal brands of the executives can harm or establish a corporate organization and there is a need for the management to consciously work on their image so that it can support the promotion of the products as well as the corporate values.

Dont be A profit oriented firm

2007-01-22T05:51:00.000-08:00

Many corporate organizations get their prioties wrong from the inception. Their major aim is to make profit and nothing more. What they do not know is that to be focused on profit alone put presures on every system within the organization. The future goals are often sacrificed because they must make profit by all means. Organizations need to realise that Rome is not built in a day. You can not eat your cake and have it.

You dont have to recoup all your investments within the first three months{years} of opening up your operations to the customers.

Exellent Customer services become compromised, standards are often pushed under the carpet, staff training, research and development on products are overlooked just beacuse the company must make profit at all cost.

I am appealing to organizations to give full attention to all these little,little details and see, whether profit will not become cheap.A word is enough for the wise.

Brand as the key Factor

2007-01-11T05:01:00.000-08:00

A brand is a driver of everything that is good. Brand serves as a justifier that gives the customer ‘permission’ to buy from you. Brand has been based on physical product perceptions, pricing or brand imagery and attitudes to the brand in the market.

Brand justifies its purchase by confirming that the product is outstanding, classic and it’s worth the price. Brand’s reputation encourages the customer to pay a little bit more and is a seal of approval. Brand connects with consumers’ emotion to stimulate buying. As an individual, you are a Brand and your products are your skills and talents. Do you know what makes your brand thick and how can your brand attracts the desired market? As a corporate organization, your corporate brand affects your product either way. If you must know how and for you to attract the maximum premium on your brand, we are inviting you to this give away seminar with the theme: “Branded”. Be sure you block this date, come and meet experts in the field who will help you get maximum premium on your personal and corporate brands. I am sure you don’t want to miss this.
Date: February 3, 2007
Time Options: 9.00am-1.00pm And 1.30pm- 5.30pm
VENUE: Conference Documentation Centre,
12b, Olatunde Ayoola Avenue by Corona High school,
Gbagada Lagos.
Drop at Town Planning Bus stop and cross to the other side.
Fee : #3,500

For more details call: Gb:08050557724
Ynka :08037156390

Facilitators:
1.Ogudoro Peter, CEO, Peter ogudoro trainer &management Consultant.
2.Olaito,oluyinka, Executive Consultant, Michael sage consulting
3.Emmanuel Utomi, General Manager Success power
4. Lolu Mogaji, CEO, The Image School, Lagos

Dont Hire 'White Collar Criminal'

2006-12-23T03:54:00.000-08:00

I am beginning to see why most people who had been out of jobs for years are not the best choice employees. Many of them have become wounded by the stress and frustration they had been through without a job. Many had alllowed the harsh enviroment to affect negatively their mindsets. They are despirate for anything, willing to take anything that comes. They accept anything.

Their senses of values of what befits them had been eroded most of the time. Very few maintain,keep their positive mentalities.I was in that shoe before when i needed to change what i was doing. Any interview i attended, i was the one that wanted just anything even when i knew that wouldnt solve the problem.

That is why i sometimes counsel that if you want to remain employable, keep what you have and go for job hunting from there by networking. Except if you have analysed the situation and known that that would be the best option.

Employers are counselled to becareful for those with wrong mental attitude, it slows down the wheel of organizational progress.

Hire Smart People

2006-12-21T09:46:00.000-08:00

Most employers are afraid of hiring smarter people than they are. Their fears to me are baseless. some of which are that they can not stand someone who can look straight at their faces and tell them that that is not the way to do it.They also fear that their inefficincies will become glaring.

When you need to hire an employee, it is far better to hire someone who can help you in the areas of your weakness. it is good to have someone who can technically hold you up to your inefficiencies without being proud about it. Someone who can help alleviate the organization's problem instead of a blind leading group of blind stuff.

Every employer must search for employees who are experts in their fields. Do not be afraid to hire a good hand that will help positions your organization.

Create pathway

2006-12-20T06:21:00.000-08:00

Turnover is frustrating for a lot of organizations. The amount they waste yearly on recruitment exercise is big enough to start other viable business. The organization wonders why people dont stay.

The good news is that people want to give back but there are no pathways. A boss that shouts on the employees, a set of corporate rules that are anti-people, a system that does not place value on human ability. An organization that uses people like slave will always have large turnover. This is the simple fact.

I knew a company that uses volunteers but each volunteers work till 8.30pm most of the day of the week. The Managing Director is neither using magic nor 'juju'. It is pure love that he showers on every member. I understand that the individual is now planning to buy cars for these volunteers who had stayed with him for such long.

Why will they not stay? He daily loads them with information that can not be taken away from them.None joins the working force and remains the same within a month. He exposes them to raw information that can speed up their lives in their daily endeavours.

They all work like one family, eat the same meal in the afternoon even if it is plantain chips. Your staff will stay even when you want to release them, if you treat them well. No matter what their status in lives have been. Be a 'people raiser' instaed of 'people user'. The difference will be so clear.

personal Brand's attributes

2006-12-06T10:08:00.000-08:00

Technorati Profilepersonal brand's attributes

Beyond Packaging

2006-12-04T08:39:00.000-08:00

I was at a seminar on saturday where i had the privilege of listening to two of my professional colleagues in person of Deolu Akinyemi and Lolu Mogaji. It was a great experience.

The focus was on Personal branding and the these two experts did a great job. But in between, there was a question by one of the participants about the inability of his organization to move forward. The moderator(not these experts mentioned above) answered the question by saying that the prolem was nothing more than packaging.

As a brand expert, i cannot but pick holes from the answer given to this troubled executive. Packaging may be an issue but i hereby submit that there are other important issues to be considered with regard to the problem this individual is confronting.

We can look at the following areas: 1. what is the guy's marketing entry strategy, 2. the vision for his organization,3. the choice of his office location, 4. product/services prices, 5. Marketing and sales techniques,6. Relationship marketing among others.

All the above mentioned issues have a way of affecting the organizations' performannce.

I hope he is reading. We will be able to help him.

Market Entry Strategy

2006-12-01T06:06:00.000-08:00

There are several ways to enter a given market with your services and products. But it is important to get the principle right.

For a product or service to be introduced successfully into the market, three things are essential namely:

The producer/service provider must have the right information about the market. He/ she must be adequately informed about the dynamics of the market that the product will be introduced to. If this is lacking, he/she may have a good product that is introduced at a wromg timing. For instance dont bring seasonal goods to the market when it is not the right season. Some goods sell more during certain festive periods.

The second factor is right product to the right market. You can not bring in pork meat to a moslem community and expect a great sales. Dont even allow your client to believe such rumour( Ask Palmolive of Malaysia). In another form, dont introduce winter products during summer. That may be a good product for different market.

Then the third factor is right pricing. You need not over-priced your products or services, neither should should under-priced your services otherwise your potential clients may assume that you are offereing a low quality service.

I see you next week.

Customer Information Management

2006-11-29T07:49:00.000-08:00

Managing customer information may become tedious. As any form of information management can be. But if an organization must manage customer information well, such organizations must have enough information, which will determine the level of customer/organizational relationship.

Customer information management requires the collection and merging of different information of the customer. Some of which will includes but not limited to marketing activities, customer’s feedback, transaction and information management.

A holistic approach to all the details that are associated with a particular client is required. Some have even suggested that the organization must move to the level of knowing customers’ goal for any purchase and the working of the customers’ frames of thinking. Don’t just assume you know your customer, get to know them very well enough.

Privacy, privacy, privacy is an important word here. Dont use customer's information for selfish reason and dont divulge the information without the customer's consent.

Catch you.

BUSY EXECUTIVES

2006-11-29T07:40:00.000-08:00

For most of our corporate organizations, what they call customer service is personal service/ self-serving. Their call centres i.e reception, contact offices among others are manned by inferior amateurs or unskilled professionals. Possible reason may be that they assume such position is meant for low-level staff. There is nothing further from truth like this assumption.

Anytime, I have a dealing with any organization, I check out the kinds of staff at their call centres where client can make enquiries. Most of these staffers have little or no information about the organization; neither can they attend to clients’ questions appropriately. This is nothing but a brand’s debit.
As if that is not be enough, the senior officers they will want to refer you to are often busy doing nothing but attending to irrelevant issues (at least compare to the value of customer which forms the major reason for their appointment).

Every organization must work on ensuring that no customer is delayed beyond the necessary time. Except it is a special case, five minutes should serve the transit time. Beyond this, the client should be informed constantly why he/she is being delayed.

Toast To One Of Our Strongest Personal Brands

2006-11-27T04:17:00.000-08:00

As a team, Michael Sage has been blessed, in terms of the calibre of our employees. Either as a full time staff or as external consultant. We therefore believe in celebrating our team. One of our strongest personal brands' birthday was yesterday.

Some of the unique features of personal brand are focus, dedication, expertise, resilient and unique differentiation. Peace is a skilled relationship expert. She works exceptionally well with members of staff. In this area, she is an outstanding employee and external consultant to Michael Sage consulting.

She also serves as administrator, as well as personal Assistant. Her core competencies are in excellent customer relationship management and service. She is a relationship management expert of note. She is a dedicated and highly zealous employee that we are all proud of.

Happy Birthday to one of our strongest personal Brands. PEACE.

Personal Brand's Attributes

2006-11-24T01:49:00.000-08:00

Every thing that looks good has a price. Strong personal brand dont just jump down from heaven. It is worked out. Some of the attributes of strong personal brands are:

Authenticity: For a personal brand to be strong, it has to reflect authenticty of the owner. You dont borrow nor copy it. It has to reflect the you. Also, Brevity, meaning that one should be a ble to craft his ideas or philosophy with a sentence. If you can not define it in a sentence, there may be a need to re examine the brand.

If a personal brand must command attention, there must be consistency of the brand values. Other must be able to vouch for certain known attributes of the brand. the brand must not be known to be creating confusion in the eyes of the stakeholder.

Anothe attribute of a strong brand is its ability to be differentiated from others. Talking about standing out, uniqueness and the USP must be perceived. Focus and Goal setting are others known attributes of a strong personal brand. We will discus the rest at a future date.

Personal Brand

2006-11-21T05:45:00.000-08:00

Personal brand is the market valuation of whom you are today. The more we think of ourselves as a brand, the more we will be able to manage the perception others glean from us.

Strong personal brand is authentic, it is not created.Your personal brand makes people to connect with you emotionally. To create a successful personal brand, we must have a clear goal and vision that people can see and appreciate.

One must be able to differentiate himself from the crowd. You must present yourself as an expert in a given calling. Strong personal brand needs to evolves out of personal gifts, talents or passions. When this is so, it becomes imposible for anyone to compete favourably with you. the best your competitor could be is a copy.

Authenticity of personal brands suggests projecting those things that are unique about you and sharpenning these unique skills in a way that will position you in the market place.

When an individual manages his/her personal brand very well, the rewards can be mouth watery. One it helps you to understand your self better. Marks out your uniqueness that others find hard to copy. It also increases your premium in the market place. There are attributes that damage your personal brand. It ranges from bad character...

Passionate Employee

2006-11-15T06:52:00.000-08:00

There are employees and there are employees. There are employees that work for te monthly wages(no matter how much that is) and there are employees that are adding values to the customers and the organizations they are working for.

Majority of employees that work for the multinationals are not risk takers. They dont want to lose their jobs. People who had been out of jobs for long and who just got one too are not always the best bet(please dont qoute me out of context). They are looking for means of survival and they want to do everything to please their bosses or whoever gives them the link.

I want to say here that people should not link up with a job where their passions will not be utilised and if they have to do that at all, they should start planning their exit strategy as soon as they are in. Employees that are not passionate will never be useful to the organizations nor the customers.

Employees that see themselves as the employers will put in more because they are accountable, they do not want the organization to go down the drain. They view the organization as their own and want the best for it. The way they manage their various departments are different from the way others do.

Be that employee that your employer can make the Managing Director/ CEO. If you are and the employer did not promote you, forces of life will blow the right wind towards you and the right employer who knows your value will show up.

See you tomorrow.

Leaders That thrive

2006-11-14T07:40:00.000-08:00

There is no need to emphasis here that we do not manage people, you only mange things. For people, you lead. For a leader that will make effect, there are basic things that are common.

The is need for individual to have a global view of issue. He must not focus on meeting present challenges at the detriment of future goals of the organization.the individual must have a problem-solving mentality.

This must be back up with constant injection of transformatory ideas. Because great civilization and great faiths were built on great teachings and deeds.

Great teachings and great deeds are products of great ideas which themselves come from great minds that dwell in great people.
Such leaders must have personal discipline and mastery that will reflect in choices that need to be made daily.
The leader must also embrace change, this is the hallmark of leadership. Ability to be willing to change for the better

Use The Feedback

2006-11-10T04:37:00.000-08:00

I have talked about listening and learning from the customers, today i will round up what you should do wit the information you gather.

You must marry action with the information you have gathered from the customers. A delay may cost your organization whta you have not bargained for. The information you have must not be stuffed in the cabinet waiting for board apporoval that meets once a year. Before taht time, your customers would have gone to your competitors.

Good idea, suggestion from your customer should be like sitting on a nail, no one one want to do that for a long time, action must be taken immediately.

See you tomorrow, i have a meeting to catch.

Learn From Your Customer

2006-11-09T05:15:00.000-08:00

Yesterday we discussed the need to listen to your customer. Today i will tell you the necessity of listening to your customers.Research has shown that those who listen to their customers are in command of adequate feedback that would have cost them millions to gather.

When you listen to a customer today, such will come back with hot information about your competitor's tatics tomorrow if he has it because he knows you would listen to him. Everyone wants to know that what he has to say will be appreciated and valued.

To do this effectively, it may not be out of place to set up a form of customer feedback,information hub.Productive interaction with the customer will always yield positive result to the company.

Learn to act on the feedbacks you gather, particularly if such will increase your efficiency and productivity. Remember cummulative small actions often produce untold result that can impact positively on your profit after tax. This is one of the reasons why you are ion busines...

See you tomorrow.

Listen To Your Customer

2006-11-08T06:30:00.000-08:00

Pride comes before a fall is a popular maxim. Pride manifests in every sphere of human endevour even in corporate circle.

Pride will not allow some organizations to listen to sincere advice of their valued customers. In communication, listening is an act that needs to be learnt if you must become effective communicator, therefore if we must satisfy our customers as corporate entities, we need to listen to our customer because they form the core of intelligent information 'gatherer'.

The road to customer engagement is active listening to what they need or are willing to say. To get the best of customer complaint, keep quiet till the customer finishes what she/he wants to say.

While listening, dont think on how to fault his argument but how to understand the meaning of his needs. When the complaint is about the staff, goods or service you are providing, wait till the customer finishes his own 'thesis' and dont try to come up with counter, superior argument.

Rather thank him/her first for coming to give you a valued information. Accept responsibility and make effort to meet his need or solve the problem.

Even when the customer's argument is baseless, find a way of saying it in a way that you wouldnt anger him the more. Seek peace with all men is a rule here....

Managing Change

2006-11-07T09:04:00.000-08:00

Changing an organization isnt simple nor easy. Particularly an organization with a traditional corporate culture. But change is the only permanent thing in this world.

It is difficult because most people are comfortable with the known and change has a little element of unknown. Changes always means breaking the 'usual pattern' the status qou' and how things have always being. But if you must satisfy your customers- who are the reason for you being in business, you must constantly embrace change. This may not be difficult if your organization had always encouraged the flexing of employees' creative muscles.

To create a positive change , you must place on ground all-embracing decision making process where everyone that will be affected by the necessary changes, amendents are already aware and why they need to make such sacrifices. Particularly changes that will demand extra hours on training, development and probably a lost of job.

If everyone is aware of this on time, and if the affected employee is offered a soft landing as much as it is within the power of the organization, bad blood and discord wil not have a place in the relationship that already exits.

Foundation For Selling

2006-11-03T04:37:00.000-08:00

Selling is expected to be finding what the customer need and meet it. But that is not the case today. It is making sales, money at all cost whether the customer's wants/needs are satisfied or not . As long as the products leave the warehouse and the sales guy smiles to the bank.

No wonder selling has become an issue in today's market. Understanding the foundation of sales/ selling will make you to make up in volumes than you have in skills.

The foundation is to get your potential clients to identify their needs and how the products you are offering can reduce their burden. If you do this effectively, the next problem the potential customer may have is the Price/ means. If you can help the clients to realise the great difference between price and eventual cost to be paid if he/she goes for a lower price product, the individual may give your products a consideration.

Recently a friend and I were discussing about the advantage of having Internet access at home instead of going to cyber cafe, he said 'poor people paid more than rich or intelligent people'. What the guy who have internet at home pays in price is 20% of those who go to cybercafe.

So when it is price issue, let the prospect see the difference between Price and eventual cost. But the foundation of great sales that i know and which is acclaimed worldwide is Relationship.

Jeffery Gitomer said " here is the rock, paper, scissors of selling:
Relationship is more powerful than price, relationship is more powerful than delivery, relationship is more powerful than quality, relationship is more service'

Even though i have some reservations about his assertion, but i believe that he is close to the obvious.

People buy from you if they know you very well. They want you to succeed. So start a relationship crusade before you ask them to buy from you.

Effective Services Brand's Marketing

2006-11-02T03:04:00.000-08:00

Many corporate organizations which are into services often make the mistake of marketing their brands like a product brand's oriented- organization. Even though, we can use the same principle to market them, the tactics defer.Services brands relies heavy on people rather than products.

For effectiveness, services industries should try to place much emphasis on the following factors. Services brand must know how to effectively project corporate values. This involves crafting a story about the brand that is all-inclusive,sensual and emotional. This also demands that every employee, particularly those who have anything to do with clients must be adequately informed about the values that the organization cherished

In addition to this, there is need for the organization to reinforce brand's value at every touch points. This covers every point that clients and potential ones will have dealings with the organization. Officers at the reception, logistics, marketing, purchasing, transportation must be a true representative of the brand's value.In other words, they must be corporate Ambassadors.

More also, there is need to constantly evaluate brand's perception as the stakeholders see it, not as the the organization sees it. Because we know that there are about three kinds of images. This is a discussion for another day.

Also for effective services brands marketing, there is need to reinforce, strengthen the brand's strategy. particularly the brand's promise and unique selling points.

I will discuss others later...

Corporate Status symbol

2006-11-01T04:19:00.000-08:00

It will be a good idea for shareholders of big corporate oganizations to ask from the management how their investments are being managed. some mangement teams just invest in some white elephants project just to project status symbol.

It is true that the bottomline is to achieve and build something, but the fact remains that trying to be the proverbial corporate 'Jones' is the worst form of investment. Our focus today is corporate investment on staff trainings. Some of the major business schools we have today only have imposing structures interms of building, facilities with low level of thirst and hunger for knowledge as they used to be.

They keep on serving the same meals (knowledge) that they have acquired over time. Also, they teach in high -sounding languages that lack local content and applicability. Different environment will accept and make some of these values work easily while some environments will accommodate diffrent tactics, approach even though they are using the same principles.

What the major business schools teach is therefore evoluntionary instead of revolutionary (I stand to be corrected). One wonders after spending millions of Naira/dollars as the case may be on the employee, there seem to be no relevance of the knowledge to the company that invested in the employees. The employee seem loaded and ready to work but the organization can not chew, digest such knowledge because it lack the human face that is recognized. At the end all become frustrated and the investment wasted.

Meanwhile there are upcoming hungry, passionate training organizations which are in tune with the required knowledge as well as ability to translate, break down the knowledge in a bit and piece that can help the organization within the environment, but status symbol wouldnt allow the big multi nationals to engage them. What a collosal waste.

Dont be obsessed with names, volume, be obsessed with results. Many also go to business schools not knowing what they will do when they finish. Before you decide to go, look at the currillum whether it has what you are looking for.

Education has to be related to life, it can not be an abstraction.

How To become The Industry's Voice

2006-10-31T09:23:00.000-08:00

Every Industry has leader. when you refuse to accept anything except the best you will always get it. That is the truth. One famous corporate organization came to the conclusion that if they are not among the first to third percent they are must not be in the industry.

This is a clear cut goal. As a corporate organization, what goal do you set for yourself. To become the best in the industry, there are three basic steps that must be followed.
The first one is that you must choose your market, this involves identifying those who need your services most and do everything to reach them with the best quality that is available.

Then design your products and services in such a way that theywill need as well as position your products in a way that it meets their needs and you become their heroe.

This should be back-up with effective communication, management and positioning your brand in a way that there appears nothing that look great like it. This is the real work.

Lastly Customize, tailor your business model , this is done by structuring your business to suit the way the people in your market work and live.

Phase Of Competition

2006-10-31T05:04:00.000-08:00

Competition involves contest among one or more people, corporate organizations etc. In the early days, competition is often physical, using raw energy to outwit the other person. As time moves on, particularly among corporate organizations, it becomes more of a price war.

Each competes on the basis of how low your product's price can go. Organizations who stayed on this level soon went into oblivion or extinct. Beacuse in the cause of time they could not meet the cost price of what it takes to produce a unit product.

Unfortunately , many brands are still waging their war based on price. This is a great calamity because the face of competition is shifting, and that, at a very fast speed.

The new phase of competition now is in consistent quality, speedy service delivery and price is now in the third place of the ladder's runk. So if your organization is still competiting at the price level, you are becoming outdated.

It takes updated, relevant knowledge to be relevant in today's market. So if your axe head is dull, wisdom requires that you sharpen it. Talk to a professional if you dont know how before your investment goes down the drain.

We will be able to help you.

Beyond Customer Loyalty

2006-10-30T09:02:00.000-08:00

We have all been told to do everything possible to ensure customer loyalty. That is good and it is a first step in profitability.

But as we know, knowledge keeps changing and if you hold on too long with one without updating it, you become a walking corpse.

There is an higher calling now that corporate organizations should not bank on loyaly customers but to move ahead to advocasy. A customer that is an advocate will do everything to mention your services to two or more individuals, but a loyal customer may continue to patronise you without bringing new ones.

There is a wide difference between Customer loyalty and advocacy. This is a new trend and customer advocasy will bring a lot of untold profit for those who know how...

Corporate Trust And Diplomacy

2006-10-24T09:04:00.000-07:00

There is a thin line between diplomacy and truth. Most times, organizations found themselves inside the web of diplomacy just because they want to appear great.

Organizations like humans must have a genuine character that you can vouch for. Without it, it is a matter of time, when the bubble will burst and the calamity will be too great to control.Unfortunately most organizations do not have sound crisis management team. What they have is fire brigadge managers. who will do more harms than good.To be trustworthy, you need to be like the great musical composition- your words and and your music must match. Character is made in the small moments of our lives so says Phillips Brooks.

The lesson that we all learnt from the experience of Enrons and Andersons is a great one. what we have built over the years can come crashing just in one day. It is better imagined than to be in their shoes.

Today, the former Managing Director had been sentenced to go and use some of his life time in the prison (behind the bars).

Do everything you can as corporate organization to ensure that your records are clean. With that Interpols, EFCC will not find occasions to look out for you.See you tomorrow.

Your Corporate Profile Please?

2006-10-23T03:32:00.000-07:00

Each time we drive on the highways and we break the speed limit, or we commit other traffic offences, the first thing the cop/policeman will ask is "your particular please?".

This is to find out first, whether you have the right to drive that automobile. The other reason is to find out the identity of the automobile itself and some other important details.

The same is true for our corporate organization. Each organization is supposed to have 'company particular' which is known as corporate profile. It is shocking to note that majority of organizations have nothing to show in this regard. Where it exist, none of the employees will have access to it. No wonder, they are not aware of what the company stands for or what the corporate objectives are.

When i look at some of the documents the organizations called 'corporate profile' it is nothing but a trash. It shows little to nothing about the vision,mission statement and the products/services they are offering to the society.

No wonder, when they are asked to sell their organizations in two sentences, they become confused.

Your corporate profile is like an individual curicullum Vitae. You can imagine if an applicant dont have this. How will he sells himself to the organizations that want to hire his services,

It is important that organization has one. It will give direction to where your organization is supposed to be in the next ten, twenty years etc.

If you dont know how, drop us a message now with our yahoo messenger and we will help you immediately. Have a great day.

Your Reception Area/ Attitudes

2006-10-20T02:30:00.000-07:00

There are several yardsticks that an average customer will use to detemine how much attention you give to details.

My impression of your reception speaks volume about the image of the company. Some organizations allow potential clients/ visitors to be waiting for hours at the reception!

The staff in charge may be engaged in non-productive conversation, gisting or personal phone call that will not profit the organization that pays their salaries. A friend in London said he is not allowed to receive personal phone calls while on duty. And this is for about six hours! We may not carry it this far in our environment, but we can improve the situation on ground.

We wanted to book a venue for one of our training programmes in the last two months, our experience was better imagined! The General Manager of the place was nothing but ..., please spare me the language.

He was making personal calls for upward of thirty minutes. He would walk around, gesticulate with his hands until we were tired and decided to check out another place. The guy saw us leaving and did nothing.

Let your organization put in place a system that...

SERVICE DELIVERY (Css002)

2006-10-19T07:18:00.000-07:00

Good day. There is an argument going on in the world among brand experts about shift in competition. Ephasis will soon shift from products and services rendered by different corporate organizations. Much more significance will soon be on how quickly corporate organizations deliver their services to customers and it flexibilities to customers complaints, needs as well as market demands. Will your organization be able to compete in this new level?

If you assess your company today, where will you place the emphasis? quality product right?

Think again about this , service delivery is becoming a measuring standard. Therfore there is need to build your information technology so you can take orders online and deliver as promised.

Dont take your customers for granted. That is cash flowing through the leaking pipe.........

Will You Still Be In Business...?

2006-10-18T11:55:00.000-07:00

Many today's corporate organizations may not be in business in the next five years. This is not a curse.But one can tell this by observing the way they treat their customers' today.Organizations should start looking at their business from the customers' point of view. Because the customers' define their business. They should stop behaving as if they are doing any good to the customers.

Without customers, there will be no profitability nor growth. The perceived value that the customers's get while dealing with your organization will determine whether they will show up in your shop again.Corporate organizations need to realise that customers now have different windows of opportunities that are opened to them through internets, adverts, billboards etc.Therefore become customer-driven. Provide exceptional service and .....

Dont Destroy Your Team(TBS001)

2006-10-17T11:17:00.000-07:00

You need your team and your team needs you. It is a symbiotic relationship. The team helps us achieve common goals/objectives, energizes and refire us. The team get us back to shape.

A good team is a dependable ally. A sense of pride. Each team member is essential and vital. You need to exchange ideas together, emphatise with each other, enjoy each others company.

One best way to show emphathy and trust is to show interest in the other person. To do this effectively, think of the last time you were in a party, which stranger did you find interesting and attractive? The one that walk up to you and asked after your welfare or the one that ignored you?

There is need to empower and encourage each team member to put in their best. if this is effectively pursued, achievement of goals become cheap.destroying your team may be costly. the tell tales are envy, critictism.

Constructive criticism is important, but it is always good to do this with high sense of responsibility. when you can not maintain your normal pitch or tone, then criticism become injurious and damaging.

Compaint and comparism will do more harm to the team than good. Lastly, stop damaging your team's brand.

Visit the community tomorrow. I see you then.

Is Your Brand In Danger?

2006-10-16T11:07:00.000-07:00

Brand exists because they meet customers's need is a popular slogan.Most of the time, we all try to build brand from our own perspective neglecting the major needs of brand users(clients/customers) .
Your brand may be in danger of extinction if you experience the following:If you can not describe in one sentence what your brand stands for or make you unique.

You can also consider your brand as struggling for survival if what determines the major parametre for measuring your brand's success is the stock price, what happens if the stock price takes a nose dive?.Keep a date with me, i will tell you more tomorrow. Be that brand that adds value.

Role Of Public Relations In Corporate and Product Branding

2006-10-14T10:20:00.000-07:00

Prior to this time, anything called “branding” has been wholly described as marketing concern. No other management function is seen as having a role to play. But emerging facts had shown that other management functions like Public Relations have a major role to play. Hence, the need for this article. But before we do this, it is expedient that we give here the working definition of the key words in the topic. Such words are branding and by extension corporate and product branding as well as Public Relations.

American Marketing Association (AMA) defines a brand as ‘a name, term, sign, symbol or any other feature that identifies one seller’s good or service as distinct from those other sellers’. Branding is therefore the process of creating and spreading of a brand name.

AMA definition of branding may be said to be myopic. Because proper understanding of branding calls for review of the conventional view which is that ‘branding is about creating “images” changing “perception” driving marketing and sales. The emerging more people-centric view of branding is that branding is about creating loyalty, motivation and missionary zeal among the customers and employees.

Accepting this new, emerging trend is to agree that communication which is the bedrock of Public Relations forms the foundation of a brand building.

A brand is not just what you say it is, it is the totality of what your public experience when dealing with you. A successful brand must therefore creates and sustain a strong, positive longer-lasting impressions on your target audience.
Corporate branding can therefore be defined as all activities planned and sustained to create a permanent positive image of entity. Corporate branding is often viewed separately from that of company’s product lines. Here it is assumed that corporate brand is about the company itself and that many customers are product focused.

But going by Wikipedia Encyclopedia’s definition, ‘corporate branding is referred to as the practice of using a company’s name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition’. This definition of Wikipedia is justified by the fact that customers do get a glimpse of the organization behind the product they purchase. For example, brands such as Microsoft, Mercedes, Toyota, Dell, IBM, Coca-Cola among others are closely associated with their products. A cogent point given to buttress this is that such brands like Microsoft, Apple, and Intel sell closely associated products that are not easily differentiated.

But we defer here to say that there is a difference albeit how meagre it is in product and corporate branding. They may be interwoven but there is a line of demarcation even though they work together to form an organic whole in the school of branding.

Product Branding is every effort planned and sustained to differentiate a product and positions it in the market. This writer’s view has been collaborated by Nick Graham, the self-titled chief underpants officer (CUO) of Joe Boxers when he says ‘The brand (corporate in this sense) is the amusement park, the product is the souvenir’.
Nick Graham goes further to assert that ‘the amusement park represents the experience. The experience is what turns the customers into evangelists and helps keep your intellectual capital inside your organization.
Public Relations definition on the other hand has been over flogged by various practitioners both in the field and those who use Public Relations in one form or the other in their daily lives. Suffice here to give one or two that will help us to understand the topic under consideration. John Marston (1963) cited in Nkwocha (1999) defines Public Relations as the ‘top management function which evaluates Public attitudes, identified the policies and procedure of an organization with the public interest’, and executes a programme of action to earn public understanding and acceptance’.

The acclaimed 1978 Mexican statement on the definition of Public relations is also relevant here. Public relations here is defined as the ‘art and social science of analysing trends, predicting their consequences, counselling the organizational leadership, and implementing planned programmes of action which serve both organization’s and Publics’ interest. Having explained the key words in this write up, we will proceed to enumerate the usefulness, advantages accrued to a successful corporate and product brand and thereby use this as a basis for the need to understand what major roles Public Relations is supposed to play if any of the above mentioned duties is going to worth it coins. Successful corporate and product brand result in significant economies of scope (particular Corporate Brand) since one advertising campaign can be used for several products. Good corporate branding as well as product branding often facilitates product acceptance.

A successful product branding always elicit a feeling from a buyer (luxury, comfort, class) or the product users. For instance, in Nigeria’s bottled water market, ‘Eva’ comes to mind when one thinks of clear and dependable drinkable water. Also Mercedes Benz products elicit or communicate feeling of luxury and comfort.
Brian Silverstein e tal also believe that successful corporate and product branding also generates customer loyalty as well as a long term financial returns by allowing you to charge a higher price and yet commands a presence in the market. An organization that benefited immensely from this is ‘Vitafoam Nigeria Plc’, makers of Vitafoam range of products.

In fact its advert in one of the local dialects confirms this when it runs ‘Vitafoam may be expensive than other products in the industry but the comfort in incomparable’. In international arena, car products like ‘Lexus, Jaguar and Hummer Jeeps’ have their prices a little above the prices of other car makers.
Kapferer, J. N (1997) also claims that successful corporate and product branding also offer the best opportunity for product differentiation. When this is properly projected- especially the core-values of the product/corporate brand- over others, it can bring trust, confidence and reliability in the customer. For instance, in Nigeria, people can notice a wide difference between organizations like Economic and Financial Crime Commission and Independent Corrupt Practices Commission as well as National Food Drug Administration & Control and Standard Organization of Nigeria even though they both operate in a similar environment.

In addition to this, ‘Google’ an Internet base organization is easily differentiated among others as one of clarity of purpose, easy accessibility and popularity. Everything from the logo and keywords are controlled by clear and effective corporate branding principles. A successful corporate and product brand also delivers great value to stakeholders and builds stronger customer relationship.

Successful corporate and product brand also empowers employee because it communicates sense of belonging. Since they will be involved in the branding process. It also enhances intellectual capacity of the employee since it propels them to think, manage necessary changes that are fundamental to corporate and product branding successes.
The naked truth from the above is that branding - corporate and product branding in this instance- can no longer be seen solely as the province of marketing. There are other supporting pillars upon which it stands. This pillar is communication and here, Public Relations take the driver’s seat. Traditionally, branding had focused on external advertising and promotion. But corporate chiefs are beginning to recognize futility of efforts involve in investing large sums in advertising and design while employee behaviour undermines the brand promise publicised by advertising.

The following can therefore be highlighted as roles of Public Relations in corporate and product branding. Public Relations is an on going activity to ensures that corporate organization and its products has a strong public image. Public Relations activities include helping the public to understand an organization and its products. Public Relations is a planned and sustained effort to establish a positive perception of the product and organization. Since Branding (corporate, product) is not all about guerrilla marketing or one and off experience, it has to be sustained by revitalizing brand experience and ensure a dynamic brand manual that must be updated. Here, Public Relations plays a leading role.

Each brand has a compelling brand values and idea. Public Relations therefore helps in articulation, advancing and protecting this compelling value, idea, differentiation. Positive articulation of these compelling values of the brand helps serve brand stakeholders/constituencies well. For instance, management will be ready for short tem sacrifices, employees will be committed to paying the price and customers become loyal, while shareholder will provide the necessary financial backing.

Besides, Kapferer, J.N (1997) the road to branding success requires a unique discernment and communication of the value proposition being offered by both corporate and product branding. Effective use of Public Relations in product/corporate branding manifests in the fact that Public Relations helps the employee understand the effects of job performance on corporate and product branding.
Public Relations motivates the employees to become active ambassadors. This is done through pep talks, newsletters, intranet, team building, presentations, training and annual picnics. William Arruda in his article ‘It takes a village to Build a Brand’, in Marketing Profs.com claims that ‘once your brand is clear in the minds and hearts of this constituency, they will become your brand evangelists and go off steadfastly in support of your mission’.

Arruda continues ‘Branding in the new millennium is truly about making the most of the people who surround your brand-corporate or product’. For instance, a car rental firm with posh cars but reckless and drunk drivers may attract customers just for once. But continuous relationship is not guaranteed because no one wants to loose his/her life because of posh cars that do not guarantee safe journey.
Public Relations also help the brand (Corporate, Product) to build credible and sustained relationships between brands and its stakeholder. Credible relationship is a product of trust. Trust is also built on information. Good relationship is also a fall out of ‘perceived signals’. Signal here is anything that informs your public that you are interested in or not in them.
William Arruda in the above cited article says ‘your brand is only strong as the sum of your relationships with the members of your brand community’. Brand community here is used as a collective term for all of your human brand assets. It has been proven that human brand asset is more valuable than your infrastructure, office, advertising and even products and services.
Public Relations also play a vital role in corporate and product branding by helping managers to adopt to change management through proper briefing particularly where there is a need for cultural, attitudinal and structural changes in levels of management that can help positions the corporate and product branding. Public Relations also gets management involve in branding by helping them to see needs for adequate funding for sustaining the trend.

Steve Jobs returned to Apple Computer in 1996, reinvented the brand with his ‘Think different’ slogan that was properly funded and sustained brought Apple computers back from a near bankruptcy stage. Jobs most significant efforts were in 2001 through the introduction of ipod- the digital musical player which is now household name. Stengel, J.M, Chief Marketing Officer of Procter & Gamble is also a good example of top management involvement in branding. Public Relations also through communication establish mutual understanding and shapes opinion of the actors that shape opinions in an industry or market. i.e analysts, media practitioners, opinion leaders. If this is done effectively, we have encapsulated the attitudes and opinions of the industry or product market.The result of which even if it is not now but certainly tomorrow guarantees returns.

Public Relations also helps solve corporate and product image branding problems. Several strategies are available to the practitioner in this regard. The timing, nature and circumstances in the situation will determine the strategy to be used. Suffice to mention here are Public Relations Campaign, research, Press conference and briefing e.t.c.
If we must continue to enumerate Public relations roles in corporate and product branding, we may be on the journey of no returns. But it is good to conclude that the earlier the brand experts realise the urgent role of public Relations in product and corporate branding the better for them. Sometimes corporate and product fail in value, idea implementation not necessarily because of default in it but lack of application of communication and Public Relations strategies.
Majority of the problems associated with corporate and product branding failure such as lack of enough information to product levels managers, brand managers limiting themselves to set only financial goals at the detriment of corporate strategic objectives; lack of enough motivation for the employee and clash of employees interest with the managements are solvable through the right application of Public Relations Strategy. Because traditionally, the bulk of this task has been the responsibility of Public Relations.