In Nigeria, an estimated 136,000 new companies are created each year. The term ‘brand’ and how it’s treated can play a big part in whether a company succeeds or perhaps falls into the 60% that fail within the first three years.
But whether you’re a start-up or have been established for 20 years, history tells us that more credence has been given to the idea of ‘brand’ and at an exponential rate. The very first marketing and brand gurus of old would tell us it’s all about product and a new invention; car versus horse. Later they would say it’s about being different than everyone else and having points of differentiation, being the black sheep. More recently a topic of debate has been around brand purpose being the most vital asset of a brand. Each time, finding a saturation point when the chasing pack catches up or follows suit. All
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