Mr Bademosi and the Story of a Fighter Brand.

That Sunday night in the peaceful town of Ondo people, all the doors were locked and the people went to bed as early as 7pm. There weren't so much to do after the dusk in the peaceful town of the Ekimogun. Dinner was served as early as 6pm and everyone my age would be putting their school bags together for the following day. I was barely in my teens and I remember we were already having our baths behind closed doors. Dinners were usually sumptuous and quite elaborate. Pounded Yam and Obe Ila asepo. For the uninitiated, Obe Ila asepo is an okra soup that has all the good things of life stewed into it. Black fish, prawns, all sorts of peppers except tomatoes. Tomatoes are for weaklings. Then went into it all the scented leaves that make an Ondo person a stubborn lot. The boys pounded the yam while the girls cooked the soup. And there were those who had to hold the mortar in place for the heavy pounding. If your fingers were mistakenly in the way, they were as good as gone. Most of us developed our muscles from pounding yam for the family.

Depending on the number of people in your family, triceps and biceps are commensurate to the number of mouths you were going to pound the yam for. My father had more than ten wives and it was a Kingdom of mouths.

When all the mouths were fed and gone, the night would begin with my father and I. He would come knocking on my door and my mother knew it's time to let go. It's the ritual of the night and I was the sacrifice.

 'Men don't sleep at night. Only women and children do.'

So our night would begin with keeping vigil for the rest of the family. I was not the only boy but I was the only boy back home. The onus was on me to keep vigil with Mr Bademosi. I would hold a Grandpa torch in one hand and a long stick in another hand. And I would be assigned a side of the large compound. Each soldier , my dad and I , was assigned to a territory. Every ant crawling by the compound was a suspect. I was trained to be paranoid of spiderwebs hanging on our brick walls. I didn't have a gun but I was meant to face any oncoming intruders. It could be a very bad night if I had taken so much pounded yam as things would go draggy and painfully slow.

This very night, like every other night, there were no impending danger or so it seemed. The street was very quiet but for the sound of a flowing stream behind our barn. And then something happened.

A pebble hit me from nowhere. It's war. This might be the night we had been prepping for all our lives. We had envisioned a night would come when we were all asleep and the enemies would come attack. They would have to meet us prepared. The hairs on my back stood taller than me. I quickly put the torchlight off and jumped into an unfinished apartment in the compound.

Then it started raining pebbles of stones. I knew the end had come. I couldn't sight my Commander in Chief. I narrowly missed a pebble aiming at my head, so I knew the enemy knew where I was hiding. I pitied my Mom. I was the only male child. I couldn't call out to anyone. I had been trained that I had to face the shit when it hit the fan. I had been trained that life is a journey and we are almost always all by ourselves. I had been warned that my primary assignment was to protect the women and the children in the compound; even if I had to die for them.

Then I stood up with the last breathe in me. I faced the battle head on. All I had was a stick, my torchlight and myself. I put one foot forward and took ten back. No one was there to help me. I had to fight.

In one quick moment a very heavy hand descended on me and dragged me further into the dark walls. He was my dad and he hushed me not to raise my stick. The Vigil for the night was over. He was only testing if I was ready for the unforeseen. I don't know if I was really ready but I gave it my best shot.

We are never really prepared for the unforeseen but we must always give it our best shot. As we begin to build on our personal brand equity in the marketplace, those pebbles are going to rain on our parades but we must always remember that we have a duty to protect our territory come what may. I have been watching two major battles against two popular brands in recent times. Apple and Obama.

Apple's territory is Innovation and it's the job of the Management to protect it. Obama's territory is THE AMERICAN DREAM . It's never over until it's over and we owe it to our brands to give it all that it takes. At Orange Academy, we have a large room we tag THE BRAND WAR ROOM. This is where our students fight for every idea they are pitching to future employers and clients. It's not about winning. It's about the fighting spirit. Life is a bitch of a battle and it's very crucial you have a fighting spirit.

Your idea is great but you have to fight for it. Your resume for the job is well put together but you have to pitch it. Your experience on the job is impressive but you have to put in the window. Pick your stick and your torchlight and yourself and go protect your brand territory. It takes a great while to build a strong territory for your brand but it is never over. When the doors are shut. When the lights are out. When the night comes, you have to stay awake working it out. One more business contact to make. One more blog to publish. One more tweet to go.

It's your territory and no one will protect it for you. Remember you don't win all the times but you must fight for it. Leader brands fight. Fighter brands fight. Life is a bitch of a battle and it's very crucial you have a fighting spirit. Have a great day ahead of you.

How To Create An Irresistible Brand On Any Budget ...

Under35CEO - The portal for young entrepreneurs: How To Create An Irresistible Brand On Any Budget ...: Kenny Badmus, CEO/Chief Imagination Officer of Nigeria’s first practical school of Brand Management, Orange Academy, shares with Yin...

YOU HAVE A MAIL.

Dear Creative Soul,

Thanks for the time we have shared together in times past. The laughter. The tears and the successes that came afterwards. I had no doubt we were going places, after all. I particularly love your zest to life. All things bright and beautiful, so you once told me.

However, I think we may be derailing lately. And I'm sure you don't even notice. We have been falling apart and here are the pieces of us left. I'm summoning the courage to put them together as I write you this letter.

First of all, what happened to our dreams?  Yea. Those dreams that lit your eyes in the dark. Those dreams that woke you up at night. What really happened to them? Are they now out of reach? What on earth made you shut the door on them? I bet you forgot that they were merely dreams. They do not occupy a place in your office or your home. All they ask of you is a little space in your head. They were the same dreams Richard Branson had. The same dream Obama had many years ago. The same dream Oprah had before getting onto the screen. These dreams are screaming out to me and it hurts so bad. It really hurts that you are tearing them apart.

Secondly, I notice you have picked up a bad habit lately. Making excuses for everything. I wonder where these excuses were when you courted me. I was so far away when you told me to come near. Even though there were distances between us, we were daring all odd to come together. Why are you suddenly aware that your skin colour may not help you ? Why does your disability now matter more than ever? Something I have looked past. Trust me, I knew you were not so brilliant when I chose to ride with you so many years ago. These things do not matter to me and why are you losing sleep over them? When did you start comparing yourself with others? You now get too conscious of all your flaws. And like braces, you have put them on to get a pity party. What really happened?

Lastly, there's this path you started treading lately. Seeking the approval of people. Ok, let me shock you on this one. No one is really going to approve of you. They also need someone else to give them an approval. Although I didn't want to advise you in this letter but I'm tempted to drop a few words. That you step out of the circle and approve of yourself. Love your being. That's the best thing that can happen to anyone. Take a closer look at yourself and start spending a little more time on that wonderful piece that you are. Make yourself a better being. Keep working at yourself for yourself. Don't wait on people to tell you you are doing well. They may never say it until they get to your graveside. Sad but true.

For me, it may take a little longer for us to get closer but if you remove these barriers between us, you will surely get to me. It's so bright out here, baby. Can't you see it? I am what your dreams are made of. I am your very person for a perfect fit. I am the only one that can tell you that you are doing well with yourself without a speck of flattering or scepticism. When you look into my face, you will see all that you have ever wanted to be.

I am your dreams waiting to happen.

Sincerely yours,

YOUR FUTURE.

PEPSI, what's that kicking all about?

Anytime I see this PEPSI KICK IN THE MIX campaign, I remind myself why this brand will always be in the shadow of Coca Cola. You don't hinge a theme campaign on trends, you base it on Universal Human Truth. Coca Cola knows how to search beneath the obvious trends to unearth a deep human truth we can all share. Trends are only good for execution but the Big Idea must be unearthing something so human and so true. And that's about 90% of what's missing in the ads our people celebrate today. Just musing

How to Measure Your Personal Brand Equity

I wrote this as a response to a question on our FB page : 

The QUESTION : 

Assume one is endowed with a natural skill set. How does enjoying your natural skills (like driving, swimming, cooking, singing, soccer) relate to your personal branding efforts? Do they follow the same path or they are at variance? Also what happens if there's an absence of natural skills? Yinka Ayeni /PBWKB

MY RESPONSE 

If you unmask every major brand, there's something basic and functional about their offering. However, there can be many footballers, but only one David Beckham. There can be many singers but only one Michael Jackson. Underneath all these glories and branding are the skills set. Your skill set is necessary to start a journey of branding. We don't brand lies. You must have something you are offering me. Even Paris Hilton has a Social skill set that graces major events.  She does offer something. [ you know that, right?] 

One of many ways to measure Brand equity for Personal Branding is Brand depth and breadth. If you are very good at what you do, that is depth. However if you are very good at what you do and you are in people's conversations in other fields apart from your own, that is breadth. You are relevant where you belong but you are trending outside of your local environments. 

A PB equity = BD+BB. Brand Depth + Brand Breadth 

Take Sharapova in Tennis for instance. In March 2006, Forbes magazine listed her as the highest-paid female athlete in the world, with annual earnings of over US $18 million, the majority of which was from endorsements and sponsorships. She has topped that list every year since, even after her 2007 shoulder injury. 

In 2011, Forbes listed Sharapova as No. 29 in their list of 50 top-paid athletes, the only woman on the list. In 2012, she was listed as No. 15, and was joined in the top 20 by Li Na at No. 16 and Serena Williams at No. 17. In April 2005, People named her one of the 50 most beautiful celebrities in the world. In 2006, Maxim ranked Sharapova the hottest athlete in the world for the fourth consecutive year. She posed in a six-page bikini photoshoot spread in the 2006 Valentine's Day issue of the Sports Illustrated Swimsuit Issue, alongside 25 supermodels. 

In a poll run by Britain's FHM magazine, she was voted the seventh most eligible bachelorette,based on both "wealth and looks." Source: Wikipedia . 

Now, that's not Tennis. That's some Personal Branding. 
Now compare that to Martina Navratilova. Martina is arguably world's ever best tennis player but with only a brand depth in tennis. 

Sharapova has a brand breadth that surpasses tennis playing. Breadth is added when you stand for more than is functionally expected of you. 
ALL IMAGES ARE SOURCED FROM GOOGLE IMAGES. 

So You Think You are a Brand Manager?

I hope no one thinks this is referring to them. I am writing this for my students at Orange Academy and my Personal Branding Community. So, 'Brand Managers' kindly stay off as this may not be suitable for audiences in suits. 

Ok. I'm holding my cup of coffee and I'm really thinking: 'should I pour this out?'. I guess you should blame my fingers for all that you read henceforth. These fingers are itching to type.

ASDF;LKJ SPACEBAR.

What really does a Brand Manager manage?

Imagine I have a new chocolate brand coming to town. Let's call it ASDF. As the owner of the brand, I will be seeking how to add Value to ASDF so that it can return on my investments. That's fine. Let's call that BRAND VALUE.
 So, I need Market intelligence, Distribution networks, etc. So, I get a Marketing Manager to help me map out the way to the market. Long meetings. Calculations.
 Fast forward to 12 years after. I'm no more interested in ASDF due to Sociopolitical issues. Now I need to sell ASDF to an acquirer. Let's say UNILEVER. How does UNILEVER calculate my Brand Value at the exchange? How much is ASDF going to be worth? Do we calculate the BRAND VALUE based on my Market Share or the potential of my brand sold and unsold?

Let's rewind back a bit. Imagine I have a new chocolate brand coming to town. Let's call it ASDF. As the owner of the brand, I will be seeking how to add Value to ASDF so that it can return on my investments. That's fine. Let's call that BRAND VALUE. 

Then I realise that a brand is not made in the factory but in the mind. I realise I need to have a share of mind in my Market. I want ASDF to be  recalled so easily or mentioned whenever anyone wants to talk about Chocolate. I need people to recommend ASDF to others. I need to have a huge followership for the brand. I want to be in their consideration set. This then is a function of the Mind.

So, I need a Brand Management Specialist. The Brand Manager comes in. She sits with me to unearth a Brand idea for ASDF; something that has a universal human truth in it. She spends time with a potential consumer and she comes up with human insights on why anyone would eat chocolate called ASDF. Lots of Mind work. She tweaks my logo a bit. She changes the colour. She tells me I must not be found in the Shopping Mall based on certain truths. In ten years, this lady has created what I call BRAND EQUITY for my brand. i.e the worth of my brand in the mind of the consumers. 

Hmmm. Let me get some more coffee.

Fast forward to 12 years after. I'm no more interested in ASDF due to Sociopolitical issues. Now I need to sell ASDF to an acquirer. Let's say UNILEVER. How does UNILEVER calculate my Brand Value at the exchange? How much is ASDF going to be worth? Do we calculate the BRAND VALUE based on my Market Share or the potential of my brand sold and unsold? [ Share of Mind] 

In 1997, Amazon's Jeff Bezos faced his darkest hour. His three year old e-commerce website faced online competition. Wall Street thought it was going down. Jeff called his staff one day and said to them ' I want you to wake up every morning terrified with your sheets drenched in sweat, but don't be afraid of our competitors, be afraid [ instead] of our customers, because those are the people with whom we have a relationship'. 

According to Forbes, Amazon's shares have "defied gravity" in 2011, jumping 55 % and adding $6.5 billion to his net worth.

If ASDF needs some quick sales, I know where to go. The Marketing guys. They know how to do those Promos, those sales slashes and Black Fridays sales. They are here to deliver on the figures to run the brand in the short term. Marketing managers call consumers 'target market', Brand Managers called them 'real persons' Marketing people do more of PUSHES than PULLING. Shooting an expensive commercial does not necessarily build a brand equity if it's not coming from a holistic place. These and more are the questions real Brand Managers ask. And I swear [ pardon me, pastors] real Brand Managers are so scarce.Today's ad agencies are torn between these issues. Who briefs the agency? The Brand Manager or a Product/Sales Manager? If the brief is a response to the Market dynamics, be rest assured you are reading one more brief from a Sales Manager dressed disguised in the Robes of a Brand Manager.

Now I think I need another cup of coffee.



A real Brand Manager who specialises in creating brand experience is obsessed with the Brand consumer. She/he wants to know what moves them. They seek to be in their conversations, creating meaningful relationships for the brand. A real Brand Manager is not here to deliver on the short term figures. Leave that to the Sales team. Brand Managers are here to build real equity into the brand; something money cannot really buy.


What's this brand about? What should we be about in the conversations of our consumers? How do we sit along with their other lives? How's the sociological climate changing our ideals? How about technology? How about the economy? What about the political environment? 

Coffee please, anyone.

Press 1 for The Cool Factor. [Part One]

After the World War 2, so many cultures were interwoven with many others to create a more global culture. This era prepared the world for what we are experiencing in the digital world today. Europe borrowed Art forms from England. New Yorkers had a few thing to teach the Dutch on how to dress. Advertising became a big spender as the world was now getting their cigarette pre-rolled. Thanks to Lucky Strikes. The Marlboro man came in the throes of it. Jazz had travelled as far as Berlin and there was a semblance of a global citizen. Varied point of views were burgeoning and the art form was becoming the major platform to do so.

Against all of this backdrop is a counterculture that prevailed till now; actually getting even stronger. The Cool culture. There are so many schools of thoughts as to what exactly is cool but the coolest thing about Cool is that you keep finding it. If it is well defined and pinned down, then it's no longer cool.

We hear of cool stories, cool personalities. cool stuff, cool dude, cool babe, cool gadget, cool ad, cool hangout, cool Christ [ ignore the last one, conservatives will fight you. Howbeit, I'm aware that loads of teenagers going to churches today seek the cool factor, hence the branded services by many churches we know]

As Personal Brands, the Cool we should be talking about is the Behavioural Cool. Symbology, expressions, postures, styles etc. You need to have a current appeal. You need to trend.


Who really defines the Cool for you as a brand going places? You. And it cannot be a conclusive thing as Cool is never made in the factory or Brand brainstorming session. Cool is observed. What can you see around you? What's on the cover of major magazines? What are Tshirt designs looking like from major designers? What are people's Facebook pages like? What are people within your area of influence tweeting about? Book covers. What colours are now predominant? Check out the colours on major paints style guide. See Films, what are Art Directors predominant styles? Look at Advertising. What's in? All of this is called Coolhunting. They do not necessarily turn you to Cool. You have to press 1.

To press 1 is to have your own Point of View. There are three proven ways to do this.
3. You can decide to follow the trend. That's pretty basic. Such personal brands are not differentiated
2. You can decide to mix and match current trend with a much older one. It's mysterious and touche.
1. You can decide to be an underdog; going against everything.  This is the hardest one to pull off.

Being an underdog to popular trends is the Cool master itself. What was cool about Fela Anikulapo Kuti was his deviant point of view from popular ones. Lady Gaga is trending because she steps right outside of the boundaries. Madonna did pretty much. Michael Jackson.

This is the hard part. How do you know you are cool by the choices you make or represent? The foolproof answer is: do cool people like it? If they do, then you are cool. Only cool people can affirm cool people. They are the young minds of our days. The modern day child. They avoid popular but they choose cool. They are proud that they know what is cool but they can't define it. They just know it when they see it. With Digital Media, you can measure just about anything. If you think you are cool, check the people following you. Are they Mainstreams, Resigned or Regulars? You are cool when you have other underdogs right behind you. Cool is not a fashion statement, it is a point of view that has a following. It is physicalised in the way we move our body, the way we pose, our facial expressions, our voice colours etc. It's not just the dress that we wear. Let's talk about Bob Marley for a second. Having dreadlocks do not make you such a great brand, it's having a point of view that is refreshingly different. Then the Rastafarianism begins to make some sense.

What do you really stand for? And who are the people following it? That's how you find Cool. Enjoy your day.

Join us at 4th PERSONAL BRANDING WITH KENNY BRANDMUSE workshop coming up in July. Find us on Facebook or send email to info@kennybrandmuse.com