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United We Brand


Adopting a united brands philosophy may just be what African and building nations around the world will need if they are to fulfil their goals of acquiring worldwide model recognition for some of their community manufacturers.

This technique could be successfully tied – in with simultaneous nation branding endeavours of their home governments. There is a common ‘bond of brotherhood’ which unites models in distant markets. Brand names from the exact same nations which may be owned by distinctive providers may possibly be a lot more keen to cooperate and share experiences when faced with a widespread determined ‘adversary’ or competitiveness. Administrators of such models would like each and every other effectively in this sort of conditions simply because the ‘bad guys’ would be the effectively established competing world wide models.

When manufacturers find a popular refuge less than the umbrella of ‘one nation’, they benefit from the resultant ‘country of origin effects’ built common by Simon Anholt. This may be the method that Nduka Obaigbena and his team at Leaders & Enterprise Ltd (proprietors of ThisDay newspaper group in Nigeria) are pursuing.

Nduka may very best be described as a media mogul, entrepreneur and currently display business enterprise impresario. His deft contact has remodeled a lot of of the projects his ThisDay brand has embarked on in the previous into gold. He is a male pushed by the want to triumph and craves accomplishment the way mortals crave foodstuff. He seems not to be fazed by the criticisms of his detractors who have identified as him names such as megalomaniac, showboy, glamour boy and political godson.

The ThisDay brand name has in limited a time shot to the leading of Nigeria’s media landscape, potent proof that the gentleman that his associates phone ‘the duke’ is in contact, very considerably so with the waters that they swim in day by day, waters infested with sharks – swim alongside or be swallowed. The ThisDay brand is now a prosperous and credible media brand in Nigeria capitalising on the complacence of the Guardian newspaper, and the demise of other titles, most particularly Every day Situations and Nationwide Harmony. ThisDay newspaper has now cornered an enviable position in the market as the selection one newspaper of selection among A, B, C demographic audience. Simultaneous publishing of two editions day by day in Abuja and Lagos has ensured that the logistics issues being experienced by the other competing newspaper titles are now a matter of the earlier inside of the newspaper team. What ThisDay is undertaking in Nigeria is what the Guardian did in the 80s but Nduka and his group have long gone methods even further by spinning off other social and funds-earning assignments which have prolonged their brand name id further more.

Success will come at a selling price though Nduka Obaigbena and his ThisDay media team have observed a lot of of them. They acquired embroiled in the Miss Globe spiritual riots controversy in 2002 when ThisDay published the now infamous write-up about Prophet Mohammed speculating that he could have picked out a person of the Pass up Environment splendor pageant contestants had he still been alive. Soon just after, Nduka obtained his fingers burned when backed with a war chest the dimension of a financial institution vault he forayed into the exceptional but rewarding South African media market, consequently turning into the first Nigerian media enterprise to truly go global, the achievements of which would have spurned-off other jobs throughout the globe. This was at a time when these types of corporate and economic relocations favoured South African corporations who have considering the fact that taken in excess of 50 % of Nigeria’s financial state. The venture collapsed following a 12 months. ThisDay landed into one more controversy in 2006 when it acknowledged and published a controversial wrap-close to ad from a faceless organisation endorsing Nigeria’s President Olusegun Obasanjo for an unconstitutional 3rd time period in workplace contrary to the basic mood of Nigerians at the time.

This sort of down-very low experiences are not new to the father of 7 little ones. He became Nigeria’s youngest publisher in the 80s when as a twenty – some thing yr previous, he launched This Week magazine, a clone of Newsweek journal wherever experienced had labored earlier. His endeavours was a trail blazing 1 along with people of Nigeria’s elite troupe of magazine publishers at the time such as Chris Okolie of Newbreed journal and Dele Giwa et al of Newswatch journal. This Week even with all the promises it held died at some point.

Now a survivor of the publishing game, Nduka’s other social initiatives these as the once-a-year ThisDay awards, and the ThisDay trend and style weekend have given that grow to be notable options in Nigeria’s social calendar attracting A-checklist famous people and electrical power brokers from inside and outside the house Nigeria. Before this 12 months, ThisDay group pioneered the ThisDay Nigerian universities rankings, a social challenge aimed at recognising the teaching and exploration initiatives of Nigerian universities. Modelled following the popular Times United kingdom universities rankings, the ThisDay rankings is envisioned to promote and celebrate very best practice in Nigerian universities, though at the exact same difficult the universities at the bottom of the rankings desk to clear up their functions.

At a time when the present mood and conversations in the general public and personal sectors is on the problem of country branding and the attendant economic positive aspects, Nduka and ThisDay have scored an additional winner with the maiden edition of the ThisDay audio competition, a venture that has even amazed Ben Murray Bruce, Nigeria’s king of exhibit enterprise who remarked that ‘the clearly show is one of the biggest points to happen to Nigeria’s graphic at this time’.

It is not stunning to see why the present which was held in Lagos around two days all through the weekend of 7th and 8th October 2006 has continued to appeal to praise from considerably and broad. It will actually do a large amount for manufacturer Nigeria’s impression. Launching an annual music festival with the enable and sponsorship of local corporations is a strategic move for all the organizations worried, most in particular for ThisDay which presently has an annual turnover of $35 million. Also, the presence of authorities officials at the party will support job the graphic of ‘united brands’ – comprising Manufacturer Nigeria, ThisDay and the other taking part manufacturers.

The audio pageant could not have appear at a much better time, to assistance get consideration away from the detrimental studies getting created in the international media relating to the journey warnings getting regularly issued by the American, United Kingdom and other western governments to their citizens, bothering mainly on Nigeria’s protection and security. The American government had in 2005 predicted that Nigeria is a unsuccessful condition that would crack apart within 10 decades.

The ThisDay new music competition is indeed a community relations masterstroke for Nigeria and Nigerian brand names. The present featured the likes of Beyonce and loverboy Jay-Z and other acts these types of as Ciara, En Vogue, Snoop Doggy Doggy, Missy Elliot, and Busta Rhymes. The phase was also set for Nigerian acts these as King Sunny Ade, Odd MC, TuFace, Majek Fashek, Seun Anikulapo-Kuti, Asha, Dare Artwork-Alade, and D. Banj to showcase their abilities.

Talking at the demonstrate, Nduka Obaigbena mentioned that the ThisDay music pageant was “to demonstrate that superior factors can nevertheless perform in Nigeria. We are right here to present that if we get the job done jointly we can rating terrific plans and surpass unreachable targets”.

Hats off to him and his team for accomplishing Nigeria and Africa happy, hopefully this would bring about improved trust from the intercontinental local community on Brand Nigeria.


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