27/11/2015
CHARLATANS IN ADVERTISING!
FAILURE OR SUCCESS OFTEN HINGES ON COMMUNICATIONS.
Marketing Communications and especially Advertising deliberately creates how a brand, business, person, service and ideas among others are seen and how they are valued.
Serious business people or brand owners deliberately carve out a brand persona and every communications touch point must underscore this CORE ESSENCE.
Now brand building is SERIOUS WORK and can be a lot of fun on the way to many great successes.
It takes understanding, intellectual acuity, passion, knowledge, understanding of issues of branding, brand space, personality, architecture, target audiences, mitigating factors and competition.
Hindsight and research has shown that many brands, businesses, people etc fail because there is no clear cut communication support.
TO UNDERSCORE HOW IMPORTANT COMMUNICATIONS IS TO SUCCESS, THE SEAT OF COMMUNICATIONS FOR AMERICA AT ITS CORE SEATS IN THE WHITE HOUSE WITH VERY SECURED PLATFORMS AND LINES FOR COMMUNICATIONS AND INFORMATION DISSEMINATION.
That should tell you something, the country considered the strongest in the world appreciates the strategic nature of communications and thus does not trifle with it.
You'd suffer major setbacks and eventual failure when you channel your communications through amateurs and charlatans and this is often common in Nigeria where you have many brand managers, product managers and brand teams that do not even have the foggiest idea what communications mean and what it should do.
Then you have printers, journalists, bloggers and production people and many others that all too often interface with advertising and communications people and just SERIOUSLY THINK THEMSELVES ADVERTISING PROFESSIONALS- of course they announce it too... Duh!
Even a nurse no matter how he or she works with a doctor is not a doctor- QED!
And like patients, your brands have life and are organic such that wrong advertising becomes like wrong medical interventions possibly predicated on faulty diagnoses and administered by quacks.
YOU KNOW THE RESULTS- DEATH!
Then there is the prevalent 'MAN KNOW MAN' issue in Nigeria, where business owners want their friends or family, girlfriends or the likes to handle their briefs- THE RESULT AGAIN IS FAILURE.
Often times you see a lawyer that has no training, no advertising acuity, no handle on advertising but then it's open sesame since you know the Governor or you know someone who knows the Governor and that happens across many states in Nigeria that's why you'd see ads celebrating Chiwetel Ejiofor for success in 12 years a Slave in south east Nigeria.
ONE OF THE GREATEST ISSUES PEOPLE HAD WITH THE PAST GOVERNMENT OF GEJ WAS COMMUNICATIONS FAILURE AND IT CAME OUT SHARPLY WHEN A BANNER PROCLAIMING BRING BACK OUR GOODLUCK riding on the BRING BACK OUR GIRLS SAGA was deployed for re-elections of Jonathan.
Many insulted Doyin Okupe for many communications missteps and faux pas.
Now we have seen Doctors, Architects and even people that had only secondary school education become very successful advertising practitioners- it takes training and painstaking learning.
Stop killing your brands, stop killing your businesses, stop snatching defeat from success and don't become the architect of your failure.
Hand your Brand Building, Marketing Communications, Advertising or PR briefs to professionals.
Now why not people that have handled great briefs from across the world and in different markets across traditional and new, digital, mobile and social media?
YES- why not AerialView Marketing Communications?
LOGIC. MAGIC. SOLUTIONS.
That's how we roll!
Mails to [email protected]
www.aerialviewng.com
