THIS IS THE BEST MARKETING ADVICE YOU CAN HAVE

In a bid to get on the top list of rankings on the Wall Street, Nigerian Stock Exchange, Fortunes¸ Africa Investors Research, many companies expand or diversify brands. Growth and globalization is the reason most companies expand brand. They even have a name for the process, rebranding. They build series of products, companies and services so as to appeal to another set of market whilst holding onto current customers.

 

Most Nigerian companies fall into this globalization trap without warning. A marketing campaign is launched that consist of taking away customers of other companies while holding onto their current customers. In order to attract more sales, many have tried to reinvent or recreate their businesses with still holding on their former businesses. The challenge of making more profits and winning the war of business is driving a lot of companies to go through this rebranding process. Our dear Country has also falling into the rebranding trap. Many are creating new products for their new customers. Let’s imagine Coca-Cola in order to increase her profits decides to introduce a beer which would be known as Coca-Cola Beer. Or imagine that Microsoft in a bid to generate more clients and create more profits decides to venture into hardware by introducing Micro-Hard into the market. Truly, it sounds logical and wise decision for any management to make a rebranding decision… I guess that’s why many in Nigeria are making such decision.

 

When Cadbury came up with the idea of Tom-tom Extra to supplement the efforts of the original tom-tom, it was an effort to increase profitability and growth. Tom-tom used to generate revenue of ……… until Tom-tom Extra was introduced… the revenue turned to ….. in 2008 staffs were running away from Cadbury as they couldn’t meet the target being set by the company. It was a target that was possible to meet but something happened that must have caused the trouble. When May & Baker ventured into Mimee Snack Noodles and Mimee Noodles, there both were beautiful ideas that could have help rebuilt the business but it didn’t, it rather took May & Baker down the slope.

 

Robb, one of the flagship brands in the stable of PZ Cussons went through the dumb process of rebranding… even my computer does not recognize the word REBRANDING… According to the General Manager of PZ Cussons, we have tapped into a great area of the need of Nigerians and come up with new variants that are designed to ensure consumers continue to enjoy and relish the unique and authentic ointment solutions they cherish. Each and everyday, we are becoming conversant with this kind of dumb strategic process. With the introduction of new brad ointments such as Robb Tin, Robb Inhaler, Robb Junior, Robb Tarzan Herbal, Robb Intense Heat and Robb Spray. My question is, where would all these brands end up? Your guess is as good as mine. If you have a ROBB JUNIOR, which then is the ROBB SENIOR? That goes to say that Robb will have to fight with his other brands. It’s a dumb process for brands of same companies to wage war against themselves.

 

Even people can rebrand themselves but true brands don’t rebrand, you either have a brand or not. Maybe, it’s iimportnat to understand what a brand means, ‘ a brand is simply a leader, model, path-creator, a product that means the industry.’ i.e when you think of ointment, you’d say ROBB. But why then did ROBB rebrand for? Why did ROBB change its leadership, path-creator’s nature, is it looking for a new industry? The truth of the matter is that companies are growth-starved… they feel that success is in engaging a business in two or more markets. They concentrate on two or more markets that they are incapable of managing rather than focusing on one market and appeal to the same group; they try to show their managerial brilliance by increasing their brands. Just as your eyes cannot focus on two books at the same time, your dominance in the market is not by getting involved in many markets. You can only appeal to one crowd. Ever heard the adage, jack of all trade, master of none.

 

The introduction of tom-tom extra does not mean growth, it means extending a brand. They only have two markets to concentrate on. Imagine Ariel have 3 brands, it has 3 markets to focus on. Microsoft has nothing else to focus on except software in micro form, little wonder, it’s the 2^nd most popular and valuable brand in the planet. In 2005, Microsoft was worth $304 billion in the stock market, can you beat that? It takes understanding of this process to win in the business world. You can’t be engaging in a me too strategy and expect to win the marketing war.

 

It’s my joy for you to create a sellable asset that serves you for eternity if Christ tarries just like RARE Mentor. If you’re serious about freedom and you want to get someone who can just show you how. Well, subscribe to a FREE Magazine that’ll help you to create businesses that can work without you. SMS me NOW! OR Call a Rare Coach® Now! 234(0)8030868300, 234(0)8038270921 or Email: coachchudi@gmail.com Chudi Onyemeri: is a license Business Freedom Coach of the World’s No.1 Business freedom Coaching firm, Rare Coaching Company, the company is responsible for helping Entrepreneurs create prosperous businesses that works without them. At age 21, he was an Associate Editor of one of Nigeria’s foremost magazine where he helped the magazine reached sales of over 50, 000 copies from just one of their many editions. Chudi was a Former Director of Fortunes Entrepreneurial School, an institution, which he and his friend, Tade Esan formed in 2006. Chudi has appeared on various media as a columnist Fast Company, Start-Up.com, Entrepreneur.com. He has a special passion for the preservation of human dignity.