Bayo Adekanmbi is a DNA Biochemist, who has come to find expression in brand/marketing strategy and creative planning. A versatile researcher in emerging market dynamics, emerging middle-class of BRICs, N-11 and BOP markets and strategic evolution of global brands from emerging markets of Africa and the Middle East. He provides strategic counsel on brand development and marketing strategy at C-level to telcos, banks and FMCG. He believes great brands are products of a deliberate alignment of the brand's eternal purpose and an insight into the core of the consumer's being within a defined cultural context. Bayo is a certified marketing analyst, brand strategist with a postgraduate qualification in marketing from CIM, UK and an INSEAD alumnus. He leads a team of strategists and idea generators on the MTN business at DDB Lagos as executive strategy/business director. He shares his activated thoughts about brands and strategy at http://naijaq.blogspot.com.
[Bayo Adekanmbi] You will agree with me that successful brands are not haphazard creations; they emerge from a consistent reinforcement of a point of view that secures permanent placement in the consumers' hallowed space as an ageless, borderless, and timeless influencer of choice. This by implication demands that such brands are not just functionality-driven and thrive on basic category membership but have evolved to earn an elevated space that weaves them seamlessly with the consumers' self-definition and expression.
[Bayo Adekanmbi] The highly publicised Nigeria's Five Greatest Living Legends voting and final selection has come and gone, but it leaves us with so much to unearth as students of brand evolution. The whole initiative, which I consider very indigenous in context, provides us a very valid basis to substantiate our quest for local insights on how global brands will emerge from this part of the world.
[Bayo Adekanmbi] Consistency of delivery is one of the critical differentiators that make for a reputable brand. It's a product's constancy of purpose to meet consumer expectations at all times, in all places and for all cadres of user-ship profiles. This comes across to the market as uniformity, reliability, dependability or standardised homogeneity.
[Bayo Adekanmbi] Brands are not inanimate products we pick off the shelf. Like man, they are living entities with extendable organic identities that exist in the hearts and minds of everyone they touch. They evolve like embryonic creatures and grow to take on human personalities that make them powerful forces that control our desires.
[Bayo Adekanmbi] “Shift happens” is the two-word phrase that fully captures the Nigerian GSM turf, especially with the astounding leap from the pre-2001 pent-up demand to becoming one of the fastest growing markets in the world. The teledensity ratio experienced an astronomical leap from 0.73% to 35% mid-2008. It is easier to get a SIM in Lagos than a sachet of water.
[Bayo Adekanmbi] The dust is settling and all the Champagne corks have popped to validate the culmination of activities for LAIF (Lagos Advertising and Ideas Festival) 2008. The winners, the losers and the organisers have all reflected on how best to make it better. The 2008 edition leaves us much to build upon in our quest for continuous improvement as an emerging creative market.