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Recently, there has been a significant shift in awareness. Globally and particularly in Nigeria, people are paying more attention to brand reviews, testimonials, and customer complaints. These factors are increasingly influential in guiding consumers' decisions towards or away from a brand. One might ask, "Should what someone thinks about me as a brand matter?" or "Shouldn’t people experience my brand to form an opinion?" These are valid questions. However, in the realm of brand building, things don't always work rationally. Everything you do as a brand will have an outcome and an impact. So, what is a brand, and why should you be conscious of your interactions with people? Above all else, a brand is a promise kept. You become a brand when you appeal to someone, and this appeal is a promise. As long as the promise is kept, you will receive positive reviews from those who interact with you. From my Marketing 101, anything can be a brand. Anything you ca...

Lagos, October 27, 2020 – Brand expert Ikechukwu Kalu has urged businesses, especially Small and Medium Scale Enterprises (SMEs), to adopt a new marketing approach, particularly in terms of brand appeal, to thrive in the post-COVID-19 era. Kalu highlighted the urgent need for "rebranding" or effective branding for those who had not previously emphasized strong branding. Ikechukwu Kalu, the Lead Consultant at Customer Passion Point Limited (CPPL), a firm offering Marketing, SME Consulting, and Training services, stressed that patronage is the lifeblood of a business, and consumers must be central to branding efforts to attract, connect with, and retain customers. He stated, "We are facing the reality of a new normal—social distancing and the changing dynamics of transactions, especially for businesses that depend on physical contact and in-store customers, such as retail and hospitality. While specific solutions may differ for each business, there are general approaches t...

Recently, I had the privilege of leading a fascinating discussion on Ethics, Protocols, and Co-worker Relationships during a strategy session organized by a highly esteemed client. The session's success was underscored by the positive feedback from a Net Promoter Score (NPS) survey conducted afterward. Our discussion kicked off with a critical examination of the well-known adage, "Organizations must accelerate, or they will die." This served as an effective icebreaker, prompting everyone to think deeply about the forces driving an organization’s progress. We recognized that little could be achieved without the members' understanding and adherence to the organization's core values and purpose. The core values represent 'The Truths'—what the organization stands for—while the 'Core Purpose' pertains to the organization's raison d'être. These two elements are crucial and typically remain constant over time, forming the foundation of t...

Brands are increasingly investing in reaching customers at the point of purchase or consumption, while retailers hold the power to influence these critical moments. By collaborating effectively, brands and retailers can enhance the consumer journey and improve conversion rates. In the evolving consumer landscape, brands must take the lead, as the competitive battleground now lies within the trade environment. Consider the scenario where a consumer must choose a product from a variety of competing brands in a retail setting. What drives impulse buying in such situations? Often, the customer may not recall specific advertisements but must make an immediate decision on which brand to choose. Effective branding and strategic placement of product information within the retail environment can significantly influence the consumer’s decision in favor of a particular brand. Understanding the consumer's profile, the decision-making process within various channels, and strategically placin...

Value Proposition .  I know we are familiar with the term and we use it ever so often. But what does it mean? It is an innovation, service, or feature intended to make a company or product attractive to customers. Some say it is a promise of value to be delivered, communicated, and acknowledged or a belief from the customer about how value (benefit) will be delivered, experienced and acquired. Great definitions. I call it a tangible expression of who you are or what you are all about. Whichever way you want to look at it, it represents a promise that would make your audience listen to you and do what you want them to do towards you. So, what is your value proposition? What are you offering that should make anyone look your way and patronize you? There are essentially four elements to a properly crafted value proposition statement, irrespective of the type of business you do or the segment you are catering to etc. Top on the list is customer insight. Crafting a p...

When I consider my history and how God has helped me to navigate through life, I cannot deny the grace of God that is upon my life and has been manifesting in my career and journey in the market place. I appreciate and talk about it as a way of giving glory back to God. I constantly review my past so I can be properly instructed.  Yes I forget what is behind me and press on to what is in my future. However, I must have an understanding of what made or marred any aspect of what I did or did not do to get here. I ended the year on a high and am truly looking forward to an exciting and goal-driven 2018. I want it to be a year that is well spent. I want to live a ‘called life’. I want to be productive. I want to be properly guided. I want to excel in the true sense of the word. As I prepare for 2018, I am instructed by the conversation between Jacob and Esau when Jacob was returning home after his stay with Laban “And he said, Let us take our journey, and let us go, and I w...

I am always excited when I have the opportunity to discuss our business enhancement programs. These programs refresh and invigorate me because I witness their profound impact on the businesses and careers of participants.  They frequently share their learning experiences and the positive effects on their professional journeys, expressing gratitude for the opportunity. As we enter the second half of 2023, it doesn't matter how successful the first half was or what remains to be achieved. This new period offers a chance to surpass our previous accomplishments. The outcomes so far could be due to the business cycle or our state of preparedness at the year's start.  There’s a popular saying: “Accelerate your business or be ready to fail.” This mantra reminds us to continually hone our skills, develop new strategies, and adapt to thrive in a competitive and challenging economic environment. At Customer Passion Points Limited (CPPL), we launched the Monthly Training Program 28 mo...