Brand Identity, Branding, Marketing

Logos are never heroes.

So, Burger King changed its logo. Out with the new, in with the old. The new logo had a retro feel that is becoming the new order in recent brand identity revamps. 

As marketers are won’t to do, we have been engaged in arcane semiotics about logo revamps like a coven of philosophical witches. 

At the risk of being considered a Luddite – which I am not – I have to say I like the new BK logo better. Not because it is an awesome logo design but because it more clearly reminds me of what the company does. Burgers. The Whooper. 

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Advertising, Branding, Creativity

Brittle country. Brittle advertising.

So, it is that time of the year and I was rummaging on the Tesco website for some Christmas feasting ideas. I don’t know about you, but I’m sick and tired of eating jollof rice and fried rice at Christmas. The birthday of my Lord and Saviour is too important for such trite fare. Oyinbo people know how to throw a proper Christmas feast. And they are precisely the folks I’ll be looking to for inspiration. So, to ‘Every little helps.’ 

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Branding, Faith, Marketing

The iSheep and the heroined grass.

Here I am again thinking about an iPhone. The iPhone 12. I thought I was off that Apple grass. My last iPhone was the 6S. I used it till mid-2018 when I switched to the Samsung S9. Not too shabby, the S9. Good form and function. It’s my only phone at the moment.

But I didn’t switch to the S9 because I love Samsung phones. I switched because I was trying to prove to myself that I can stop being an iSheep.

Sometime in early 2017, I told myself I was capable of not lapping up every grass from the Apple stable. Why? Because an apple screwed up the universe, that’s why. We would still be in Eden kissing king cobras and swimming backstrokes with crocs if not for an apple. But here I am again thinking of inviting Apple to have another rummage in my pockets.

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Advertising, Branding, Marketing

Brands. Stoking vanity since 1888

Lust of the eye. Pride of life. Instant gratification. A marketer’s best friend. We love that you have them. We tell you it’s OK to have them. To sate them. After all, you only live once. Humans have had those predispositions since Mrs Adams bit on that fruit. I imagine how the serpent hustled her.

Serpent: Yo sweetness, let me holla at you real quick.

Eve: I don’t know you!

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Branding, Digital Marketing, Social Media Marketing, Sponsorship

How to choose the right sponsorship and own it.

The Super Eagles have qualified for the 2018 World Cup in Russia (Whoop, Whoop!) Already, the Nigeria Football Federation has four major partners: Aiteo, TGI Group, PayPorte.com and Zenith Bank.

TGI Group (owners of Chi Limited/Hollandia) will be the ‘Official Food Partner’ of the NFF, PayPorte is ‘Official Online Store Partner’ (exclusive e-commerce retailer of Super Eagles jerseys) and Zenith Bank is ‘Building and Youth Development Partner.’ Aiteo pays the salaries of the national team coaches and is main sponsor of the Aiteo Cup and CAF Awards.

But how does sponsorship help a brand’s agenda? How does a brand team select who to partner with and derive value from the sponsorship?

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Branding, Craft

To everyone honing ingot into Excalibur.

Not every brand has a story to tell. A story that is meaningful. That is powerful. That stirs something in us.

A story is hardly another word for advertising, op-ed, a post or ‘content.’ A story is more timeless. More enduring. It transcends the medium.

When our grandma tells us stories, the stories capture our imagination. Inspire us. Or expound a value. Sometimes they just entertain us. But what the stories never do is leave us disinterested.

That is why storytelling involves craft. Craft just as important as the story to be told.

That is why understanding the audience is important. Why she gauges our mood first. Why she always seems to know the stories to tell.

It’s also why she never uses big words.

That’s why not everyone can be a great storyteller.

Motivational speakers tell us we can be anything we want. I disagree. I’ve tried to be Bruce Wayne. But The Joker couldn’t stop laughing. I can’t ride a bicycle to get away from a snail. Some things are just gifts.

Sure, rough gift or talent can be honed. But there must first be the gift.

Maybe if every brand looked deeply, they could find a story to tell. But then, they’ll need a storyteller to spot it and tell it.

Here’s to all masters of their craft. To everyone up all night honing ingot into Excalibur.

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Branding

“Buy Naija to Grow the Naira?” Sorry folks, I’m sticking to my Kellogg’s.

Now, before pitchforks are brandished and the furnace stoked, pray, give a brother his ‘any last words?’

Let’s be clear. I’m Nigerian. My father met my mother in Ilaro, Ogun State. They fell in love. I happened. Of course, if I’d had a say in where I was to be born, I’d have picked a Hawaiian beach sipping a cold Shirley Temple staring into a beautiful sunset while they cut the umbilical cord. But they didn’t consult me. As parents are wont to do. So I happened in Lagos.

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