If you have a flair for creams then at some point, you must have tried a Nivea product or even if you are not a cream fan, we can bet you must have seen a Nivea commercial televised on your screen or a billboard with NIVEA boldly printed on it or even an online advert.
For over 130years, the brand has consistently spread its fragrance through different products. Though a German based company, Beiersdorf, which is behind the famous product NIVEA has established itself in the Nigerian cosmetic industry. Today we examine how NIVEA which started in a small scientific laboratory exploded to almost every part of the world.
NIVEA, which is the trademark for one of Beiersdorf’s popular cosmetics brand, was derived from the Latin word “nix, nivis” meaning “snow-white”. The brand was birthed from quality research, and a great deal of creativity and a good business sense.
The brand’s success story traces back to the Pharmacist, Paul C. Beiersdorf, who first invented the coated plaster in his small laboratory in Hamburg in 1882. Subsequently, after his invention, Beiersdorf started the company and till date the company bears his name.
The company experienced a change of ownership in 1890 when Dr. Oscar Troplowitz took over from Paul C. Beiersdorf. Troplowitz expanded the company and further developed the water-in-oil emulsifier as a skin cream with Eucerit which was the basis for Eucerin and later became NIVEA.
In 1911, Dr. Oscar Troplowitz produced the first NIVEA Creme with the help of chemist Dr. Isaac Lifschütz and dermatologist Prof. Dr. Paul Gerson Unna. The skin cream was a stable oil-and-water. In 1914 the company operated the business in over 34 countries and as a result it gained global popularity.
In 1918 when Dr. Oscar Troplowitz and his brother-in-law and partner Dr. Otto Hanns Mankiewicz died, the company’s trademark was changed severally until June 1, 1922 when it finally settled for P. Beiersdorf & Co. AG corporation.
After its first commercial in 1920 with “Eulalias Verjüngung” (“Eulalia’s rejuvenation”) which was shown in a German movie theatre, NIVEA got more spotlight on it. The aim was to convince prospective customers of the effectiveness of the snow-white skin cream.
Though the NIVEA brand had existed and made itself visible in the Nigerian market for over fifty years, it was not until 2017 the company Beiersdorf officially announced its arrival in Nigeria. Believing that the Nigerian soil had become fertile enough, the company invested N7 billion in the economy and described it as the right place for investment.
It was also forecasted that by 2050, Nigeria will become the 14th largest market in the world. The company assured its Nigerian customers more quality products and more innovative brands. Since then, the brand has continued to thrive and keep to its promises.
BRAND CORE VALUES
The company has always been guided by four main core values from the beginning. The brand’s core values has informed the manner the business is being operated, the way employees are being treated and the also the way colleagues associate with each other. The four values are as follows;
One major culture the brand believes in is the importance of showing care. They are concerned about employing a culture which encourages individuals to lead their own unique ideas and convictions and are also inspired to take responsibilities for themselves and their teams. They welcome and promote diversity, which they believe breeds innovation.
The company is run with flat and flexible hierarchy system. They make conscious effort towards honesty, sincerity and straightforwardness in order to ensure everyone knows where they fit in. They try to strike a fair balance between work and life so they embrace teamwork in a means to devise individual solutions.
The brand ties its strategy to “care”. In their words, “For us, “care” is more than just part of our business, it expresses our responsibility to people and the environment. We manufacture high-quality skin care products and have more than 100 years research expertise. Our efforts form part of Beiersdorf’s international sustainability strategy “We care”.”
Being a well-known brand, NIVEA has used its influence to seek for alternative ways to improve the lives of people and the society. The brand continues to support sustainable sourcing which would enable them produce more quality products. They serve as an educative platform to enlighten people health wise.
FEEDBACK FROM CUSTOMERS
Knowing NIVEA as a brand most Nigerians have patronised, we decided to get some feedbacks from some customers;
“Nivea products are affordable. Though I think it doesn’t really last for 48hours as we are made to believe in their adverts, but then I like the fact that there are no harmful chemicals in them. Nice fragrance too,”- Grace
“For me, Nivea roll-on and deodorants are long lasting even beyond 24hrs. Another amazing fact is that they are non-alcoholic and can be used immediately after shaving without the burning/peppery sensation other products give. Unique fragrance I must add. They also have varieties of products one can choose from,”- Oswin
From the feedbacks above, one would observe a high level of consistency and impact the brand has made which can be considered as their strength. With its firm foundation, NIVEA remains a brand that will forever live in the minds of many in years to come.
Written by Jennifer Chioma Amadi
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Reputation is something that sticks longer with humans and it’s usually difficult to correct whether good or bad. In business, a first mistake could be pardoned and considered an oversight but when it becomes a reoccurring event, it becomes your company’s reputation. Once people get to know your brand for a particular thing, negative or positive, that image stays glued on your business until you’re able to create a stronger impression that is remarkable enough to replace the former. A bad reputation therefore tarnishes the image of your business.
The fact is customers never forget the kind of emotions they felt when they encountered your brand, how fast or slow you delivered, the process in which you got the work done either efficiently or otherwise. If they had a terrible experience caused with your brand, they would always remember.
Following the recent event of the Ethiopian Airlines crash of the Boeing 737 Max 8 jet, we realised the magnitude of a bad reputation. The Boeing 737 brand that had also crashed five months earlier during Lion Air flight generated a lot of bad publicity for the airplane manufacturer, Boeing. Due to the reoccurred misfortune, some countries have grounded the plane, labelled it unsafe and it has already cost the company its shares valuation, which dropped to 13% with the snap of the finger, in the stock market. It is a thing of certainty that people whose families died in the plane crash will always relive the grief anytime they hear Boeing 737. This has automatically put the Boeing brand on the black list of many potential passengers and even shareholders.
From the event, you would deduct that a brand’s reputation creates a certain perception of it among clients, stakeholders and its target market. Unconsciously, the type of reputation you have could stir several emotions in customers who try to patronise you. What they feel becomes what they would associate with your brand and eventually would turn out to be your brand identity.
Companies with bad public image run at loss and never make high sales most of the time. They are usually seen as not being trustworthy or reliable and also lose customer loyalty as time goes by which affects their relevance in the society they operate. It obviously points out that a bad reputation is one of the fastest ways to ruin any business even the greatest of them all.
For any business to thrive in its sector, it must pay attention to the kind of reputation it has earned from when it commenced. People would either connect or disconnect with your brand based on what you have been known for as a company’s reputation always guides the decision of prospective investors or clients.
For the Boeing brand, we think it would take a lot of product re-engineering, rebranding, remodelling and reassurance for it to gain back a good public image. What’s your take, do you think it still has any reputation left to build on?
Written by Jennifer Chioma Amadi
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What’s a computer without a Microsoft software? That’s a bit hard to imagine, isn’t it? Think about it, virtually every computer is operated with the help of Microsoft products from the Windows Operating System to other easily accessible software that give users a better experience.
Now if almost all computers come with Microsoft products installed in them, it invariably means its logo is also imprinted in them making it one of the most recognised brands in the software industry. This way it has gained massive visibility and relevance.
The Microsoft logo is one which has communicated the brand’s message over the years and has left a lasting impression on its customers. With a minute glance at the Microsoft emblem, most people instantly recall what the brand stands. Speak about logo impact!
Today we decided to slide the Microsoft Windows to get a clearer view of how it has evolved since its inception.
HISTORY OF LOGO
From the onset, Microsoft established itself as one of the most creative software brands. Its exceptional operating system, Windows, and the line-up of Office software products, the company created a brand that will last in the minds of people all over the world. For many decades, Microsoft has consistently been a part of businesses, system
The founder, Bill Gates and his cofounder, Paul Allen, designed the company’s first logo in 1975. They created this version using a programming language to draw concentric lines and rounded edges that forms an all cap. This logo, which was inspired by a disco aesthetic, served its purpose for the time but the company needed something more radical to represent its brand.
After a few years, in 1980, the logo was recreated to suit the partnership between Microsoft and IBM. The aim for creating this logo that had sharp edges, diagonal lines and exaggerated stems concentrated on the letters M, R and F, was to retain the company’s visual relevance, making it bolder and more appealing to the new market. In no time, the new logo gained its popularity among computer enthusiasts and programmers.
In a bid to increase the brand’s awareness, the previous logo was changed again in 1982 to a solid, geometric sans-serif font. For this particular logo, more details was added to the letter ‘O’ with series of parallel lines drawn inside which represented an icon known as the “blibbet” by the employees. This logo gradually became the face of Microsoft’s flagship brand, Windows operating system.
The blibbet also served as a standalone logo, which was used as a watermark on the company’s stationery. This particular logo made a reasonable impact on the employees and alumni of Microsoft academy. Larry Osterman, the lead engineer, stated that there was even a customised Blibbet Burger on the Microsoft’s campus, and a campaign was organised by employees, and current CTO, Dave Norris, to “Save the Blibbet” when a new logo was proposed in 1987.
With Windows operating system becoming a recognised brand worldwide, there arose another need to revamp the logo. Following this, Scott Baker, the in-house designer was given the responsibility to refresh the logo to something that would better represent the company’s goals and vision in the new era. Narrating the meaning of the new logo, Scott said;
“The former logo, the ‘Blibbet’, was more in keeping with how we saw our company five years ago. The new logo, in Helvetica italic typeface, has a slash between the “o” and “s” to emphasize the “soft” part of the name and convey motion and speed.”
This logo, a bolder title- cased wordmark, was used to represent the transition of the brand from the old era to the new one. The triangular silver carved between the ‘O’ and the ‘S’ had slight similarities with the Pac Man logo and this eventually earned it the title “Pac Man Logo” given to it by the employees. The logo was used for a period of 25 years until the year 2012 when another logo was introduced.
Having observed that all the previous logos never really presented the company’s major product, Windows, the in-house designers were tasked collectively to brainstorm for a new logo. Finally, on the 23rd of August 2012 the present logo was launched. This new vibrant logo consist of the wordmark written with a new font and an emblem with four colourful squares. This logo was designed to represent the company’s known products; the red for Office applications, green for Excel, blue for Word and yellow for Outlook. In addition, the Microsoft uses its own typeface, Segoe UI, which was created by the designer, Steve Matteson. Asides being used for the company’s marketing and designs, it is used within the operating system and software for mobiles and desktops.
According to Microsoft:
“The brand should evolve to visually accentuate this new beginning, as the company prepares for the launch of its new products. The logo takes its inspiration from our product design principles while drawing upon the heritage of our brand value, fonts and colors.”
MEANING OF LOGO
The icon symbolizes the Windows system. The logo simply feature a window with four panes of different colours, red, green, blue and yellow. This window version of the logo moved from the flying windows to a static one.
The logo also emphasises the company’s innovation in technology, which it offers people daily. The company continues to include new technological features in order to improve customer experience. The Microsoft logo stands as a symbol of quality in an operating system that allows people explore the world of technology through its Windows.
According to the general manager, Jeff Hansen, the logo signals the heritage and the future- a newness and freshness.
In 1995, the first Microsoft Office logo was introduced which featured a wordmark, and a square shape. When the XP version was introduced, in 2001, a gradient tool was applied to the logo. After the 2012 emblem was released, it became an abstract orange shape, which was supposed to reflect the company’s new design language.
The earlier Microsoft Excel logo featured the letter “X” that had the “L” on one of its sides that could be read as “XL,” or, Excel. From 1985 to 2013, the logo was modified eight times but retained the same visual effect. Finally, in 2013 variation, the logo was changed to just “X”.
The first Microsoft Word logo was designed in 1983. It was then just a wordmark with a recognizable “O” character but after four years a new emblem was adopted which featured the character “W” instead. The new logo was positioned in a way it looked like a sheet of paper. The same idea was recycled over the following years until in 2000 when a new logo was introduced. It had character, “W” craved in a square shape with the colours white and blue. After several other modifications, the company designed the open book with the letter “W” on the cover in 2013.
The Microsoft logo consist of six colours; the grey wordmark and the blue, yellow, green, and red or orange emblem, which are all on a white background.
The colours are a representative of a division or product line of the corporation.
The light blue colour stand for the Word or most times the Windows, which is the ‘background’ of everything one does on the PC. The blue colour also is a cool and slick colour, and symbolises Microsoft’s vision for Windows which to be slick and quick, and still be cool and easy to use.
The orange/red colour stands for Microsoft’s Office products. Red means business and suggests busy and productive which is what Office does, to get things done.
The green colour stands for Microsoft Gaming, mainly XBox. Green is a fun colour, which is what Xbox was designed for.
The yellow colour stands for Microsoft Hardware. Yellow is a bold and strong colour meaning that Microsoft hardware is built to be durable and efficient.
As seen above, at every stage of its evolution, Microsoft has always tried to communicate its brand values though it visual identity which reflects a part of its brand strategy. This is the reason why the Windows of Microsoft will always be one which attracts the freshest air of new ideas.
Written by Jennifer Chioma Amadi.
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Earlier this week, whilst thinking of a brand to review – particularly brands which had made significant impact using Port Harcourt as a launchpad – the brand CypherCrescent came into mind. For many of us in Port Harcourt, more especially those who aren’t into the Tech business – this brand may seem foreign to us. Nevertheless, this same brand is well-known in the oil and gas industry particularly in Nigeria.
Cypher Crescent was established few years prior to March 2015 when Mr. ThankGod Egbe, a mathematician and research enthusiast, resigned from Shell after eight years of dedicated service to the company in both Nigeria and the Netherlands. With over 5 years of doing business and adding value to the oil and gas industry, Cypher Crescent has since seen expansion of its business beyond the shores of the country to Aberdeen, United Kingdom, Homan, and Houston Texas and all over the world.
Cypher Crescent Limited is a research and software development company, which utilizes mathematical models to proffer creative, innovative, and effective business solutions to the engineering problems encountered by clients/companies in the exploration and production of oil & gas. They also provide consulting services in oil and gas asset management and as such, help petroleum production and exploration companies better manage their well and reservoir assets in an efficient and cost-effective manner.
Their flagship tech innovation – SEPAL – a business intelligence tool for well and reservoir management has so far seen major successes in acceptance and is highly sought in the industry by both government-owned and private oil & gas firms. SEPAL (Structured Engineering Presentation and Analytics Library) help oil and gas exploration and production companies remain competitive more importantly in these times of constant oil price fluctuations in an industry which contributes over 90% of the country’s total export value and revenue.
In the recent past, this alluring brand collaborated technically with NNPC Research and Development Division in the use of technological innovations in enhancing the production of oil and gas in Nigeria. In a country that depends majorly on the revenue derived from its oil & gas economy, you could guess what significant measure this implies on the overall growth and development of the Nation.
To show their love for research and the development of the oil and gas sector, Cypher Crescent donated twenty-four SEPAL licenses (its debut product on well, reservoir & facility integrated asset management) to the Institute of Petroleum Studies (IPS), University of Port Harcourt in 2018. The previous year, it donated fifteen of similar licenses worth over US$1.5 million to the African University of Science and Technology (AUST). They also recently sponsored some indigenes of host communities in ICT training as a way of enhancing the human-resource-base capital of the society.
To be a leading provider of world-class oil and gas asset management solutions.
To safeguard oil and gas asset integrity and enhance production through innovation and cost-effective business intelligence solutions
Their core values
Integrity, Respect & Innovation
Excerpts from their website states:
Our clients are international oil companies (IOCs), NOCs, independent and marginal field operators seeking to maximize value from their oil and gas assets. We also provide technical expertise and support for servicing companies involved in turnkey projects.
Our team of experts are drawn from diverse backgrounds, with skills and experiences garnered from both the E & P industry and the academia. The team is motivated by their constant desire to continuously innovate and create value that address existing gaps in the E & P business. The team’s experience covers areas such as geosciences, petrophysics, reservoir engineering, production technology, well completions, production operations, mathematical modeling and software development.
SEPAL – Structured Engineering Presentation & Analytics Library
- Mathematical modeling
- Engineering Software Development
- Asset Management Services
- Technical Support and Training
Cypher Crescent is committed to collaborating and assisting their clients to gain valuable understanding of their assets through the integration of acquired data and in-depth technical insights.
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The Shell brand started out as a small London business selling antiques, curios and oriental shells. I feel this gave the idea behind the brand’s name and its visual identity system, specifically the logo design because in time the business grew to export these seashells to the Far East and made profit doing so. The first time the word ‘shell’ was cited was in 1891, when it was used by Marcus Samuel and Company (the original founders) as the business trademark in the shipment of kerosene to the Far East. We would not do justice to this article if we skip Shell brand’s influence – also enhanced by its visual identity system -in Nigeria’s oil and gas industry.
The brand’s history in Nigeria began as far back as when oil was first discovered at Oloibiri in the Niger Delta region. In fact, this discovery was made by Shell-BP in 1956. Shell is a major stakeholder in the country’s oil and gas sector with a history of over 50 years of doing business in Nigeria since the late 1930’s. According to Shell on its website,
“For more than 100 years the word Shell, our pectin emblem and distinctive red and yellow colours have visualized the Shell brand and promoted our values and the quality of our products and services all over the world.”
This spells our focus for today’s article – Shell’s logo unravel. There is more to the shell’s emblem than meets the eye especially concerning its essence in promoting shell’s values, product and service quality and visualizing the shell brand globally.
Shell’s first logo was designed in 1901 carrying the symbol of a mussel shell. This happened the third year after the formation of the Shell Transport and Trading Company. Thereafter in 1904, a scallop shell also called the pecten emblem was debuted to give the company a brand name and its visual identity. When the afore-mentioned company formed a merger with the Royal Dutch petroleum company three years later, the former absorbed the pecten symbol and the brand name – Shell. The Logo having the pecten emblem and brand name has been like this since then.
However, the shell emblem has undergone a series of modifications in its design; the emblem design used presently was introduced in 1971. Finally, in 1995, the Shell logo underwent its final modification when the logo colours were dimmed. Prior to this time, its colours were very bright and some felt it made the logo look offensive. Therefore, the present design looks more appealing to the eyes. With over 47 years of great usefulness to the brands visual identity, it has grown to be one of the most popularly recognized logo in the world today.
The primary colours of the shell logo is red and yellow. These colours were preferred because of their connection to the Spanish flag since many of the people who settled in California migrated from Spain especially because; during Shell’s formative years, California was its central business region. The red colour gives the emblem a colourful look.
The font used specifically for the brand name element typography is the Futura Bold typeface.
The logo symbol represents the pecten shell which also names the brand – shell. The logo portrays excellence and brilliance of Shell in the corporate world. In addition to this, the logo emblem apart from symbolizing the Pectin shell, it also takes the shape of a crown; signifying Shell’s position as a leader in the oil and gas Industry.
Written by Rejoice Emmanuel
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Unilever is unarguably one of the prominent brands that has added value and impacted the world through its numerous products. If you take stock of the products you use ranging from tea to detergent, bath soaps, seasoning cubes, and so on, you are very likely to discover that Unilever is very much present in your home.
Particularly in Nigeria, most of Unilever’s products are recognised leaders in their various market segments since they have become preferred and trusted brand in the heart of a great number of consumers. With over 400 brands under its umbrella in more than 190 countries, Unilever has strategically stamped its name in the sands of time and has become a legend as a consumer goods company. Follow through as we explore the different aspects of this universal brand.
Unilever’s purposeful journey started as far back as 1800 as a merger of many small family businesses. The company leveraged different commodities starting from butter the Jurgens started in 1860 in the Netherlands. In 1927, the company merged with another thriving butter company owned by a Dutch family, Van den Bergh. Together they worked to develop and trade a new product, which we know as margarine, a more affordable substitute for butter. Their business was called Margarine Unie.
In 1884, William Lever who started his business under the name, Lever Brothers, had produced a new soap he named Sunlight. This distinctive soap, made up of copra or palm kernel oil had the ability to lather easily unlike the soap brands before it. To add to its uniqueness, Sunlight was packaged differently and eventually became one of the first brands to gain visibility through advertisement. These adverts were done using creative mediums such as small cards inserted into soap packaging, featuring the Sunlight brand in cartoon drawings or calendars.
The Lever Brothers and Margarine Unie merged in September 1929 to form Unilever. In a bid to increase their market options, in 1943, Unilever acquired T. J. Lipton, Batchelors Peas, and then Pepsodent in 1944.
Moving forward, the company launched new products and acquired more companies like the British-based Lipton Ltd, Brooke Bond, the maker of PG Tips tea, Chesebrough-Ponds the maker of one of their popular brands, Vaseline. It also acquired the enterprise Ben and Jerry, Slim Fast, Knorr, Hellmann’s and a whole lot of others. These acquisitions have all combined to make Unilever the empire it is today.
While Unilever was deepening its root overseas, it also launched its brands in Africa in 1923. In that year, Robert Hesketh Leverhulme started his trading business under the name, Lever Brothers (West Africa) Ltd in Nigeria. The business focused mainly on soap trade and subsequently in 1925 opened a factory in Apapa. The company’s name was changed to Lever Brothers Nigeria Limited in 1955 and while it expanded to food products, another factory was launched in Aba in 1958.
After the introduction of Omo detergent in 1960, Lever Brothers got more attention as it met the need of many consumers. This achievement led to the commissioning of a manufacturing factory, in 1964, for the Omo brand. Unilever became a publicly listed company in 1973, due to the indigenisation decree made in 1972. This saw the company selling 60% of its shares to the Nigerian public making it a Nigerian owned company.
The company continued to broaden its range of products and began to source for its raw materials locally. In order to achieve their new venture, the company invested in crop production, oil palm milling and tea plantation. In 1995, Unilever merged with Unilever Nigeria Limited, a subsidiary of the Unilever U.K. This merger gave Unilever a certain level of control in the Nigerian market. However, in 2001, the company was changed to Unilever Nigeria Plc. Since then, the company has continued to evolve and expand.
Unilever is a purpose driven brand that has operated with a clear vision which is basically to make sustainable living commonplace. This vision has transcended in all aspects of their operations
In every region, Unilever combines its multinational expertise with local cultures in order to blend with consumers. This way it continues to penetrate deep into its target market. Its long-term strategic choices range from an active portfolio management, a focused approach to innovation, investment in digital marketing. Adding to this, they have employed consistency, competitiveness in innovations, profitable improvement, and social responsibility as their major market strategies.
Unilever operates with simple core values such as;
- Integrity and
Unilever has some sets of clear priorities, which guides its campaigns and operations;
- A better future for children
- A healthier future
- A more confident future
- A better future for the planet
- A better future for farming and farmers
Unilever has proven to be a people centred brand from its approach of executing its operations from manufacturing, down to distribution. It seeks for the healthiest alternatives when producing its products.
One visible way they have made impact over the years is by initiating transformational change in the society through ending of deforestation, improving the quality of water people use, heading agricultural enhancement programs, increasing sanitation and hygiene, training small holders to farm sustainably, and women empowerment etc. They have accomplished most of these projects through partnership with government and NGOs
For its quality and consistency in pursuing its purpose, the brand has received several recognition, which include:
No.1Top spot in the Personal Products sector of the 2017 Dow Jones Sustainability Index
No.1 Global Corporate Sustainability Leaders in the 2017 Globe Scan/Sustain Ability annual survey
‘A’ Grade for Climate Change, Water, Forests and Supplier Engagement in CDP’s 2018 Global Supply Chain report.
With its wealth of experience, in depth market strategy and clear vision, Unilever will continue to be an acceptable and remarkable brand.
Written by Jennifer Chioma Amadi
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A phone brand with variety of ringtones almost half of Nigerians cannot forget is Nokia. With its different models that came in different shapes and sizes with different abilities, Nokia sure did leave a mark on the walls of the telecommunication market in Nigeria. It had a grand entrance into the market and enjoyed a good season of dominance.
Interestingly, with time and as new brands emerged with different technologies and innovations, Nokia began to lose its stand and at some point was wiped out of the Nigerian market. Determined to spring back to its feet, Nokia through its partnership with Microsoft produced new products to satisfy the ever craving Nigerian market.
Regardless of what must have gone wrong, it is undeniable that Nokia is a remarkable brand and there are many lessons to learn from its brand story. So brace yourself as we dissect one of the historical brands ever – Nokia.
Nokia, what we now know as one of the most popular multinational telecommunications brands in the world went from one industry to another before venturing and becoming known for production of mobile phones. Here is how it transited.
In the early period of 1865, May 12th precisely, Fedrik Idestam, a mining engineer, founded Nokia in Finland. In that year, the brand did not start as a telecommunication brand rather it commenced as a single paper mill operation. The company went public with the name Nokia Ab in 1871 when Leo Mechelin, Idestam’s friend joined hands with him.
Like most partnership, Idestam and Mechelin did not agree on everything. At some point, Mechelin wanted to expand the company into the electricity business but Idestam declined the idea. In 1896, Idestam retired and Mechelin became the company’s chairperson. Nevertheless, after Idestam had retired in 1896, Mechelin pushed his idea to the company’s shareholders and eventually Nokia became an electricity company in 1902.
Due to its near bankruptcy after World War I, Suomen Gummitehdas Oy, popularly known as Finnish Rubber Works, acquired Nokia. It was a company founded in 1898 by Eduard Polon, a business leader. The Finnish Rubber Works subsequently acquired Suomen Kaapelitehdas Oy (Finnish Cable Work). This new company was into the production of telephone, telegraph and electrical cables.
While Nokia Ab, Suomen Gummitehdas, and Suomen Kaapelitehdas were under the same roof, they did not merge legally but became a viable group.
However, in 1967, the three companies merged to form Nokia Corporation. This new establishment manufactured products like paper items, car and bicycle tyres, rubber boots, communications cables, televisions and other consumer electronics, personal computers, generators, robotics, capacitors, military technology and equipment (such as the SANLA M/90 device and the M61 gas mask for the Finnish Army), plastics, aluminium and chemicals.
The company ran for close to fifteen years within which it experienced loss at some points, giving birth to a new focus on mobile phone technologies. From the merger between Nokia and Salora, in 1979, the Nordic Mobile Telephone (NMT) network called 1G, which became the first fully automatic cellular phone system, was developed.
In order to create better phone models, Nokia purchased Salora in 1984. Following the success of this, in 1987, Nokia launched its first mobile phone “Mobira Cityman 900” for NMT– 900 networks that was able to accommodate data.
After gaining its ground in the mobile phone industry, Nokia commenced operations in over 130 countries connecting millions of people all over the world.
Nokia explains its vision simply, “we create the technology to connect the world.”
The brand has operated with solid values over the years. Here they are;
As more competitions arose among the mobile phone brands, in 2008, Nokia’s market share fell to 40.8 percent. Even though Nokia tried to get back its position in the market by releasing new models like N97 touchscreen device, it still experienced some loss in 2009.
Even with the losses, Nokia refused to give into the pressure to switch to producing Android based smartphones and continued to focus on producing more Symbian based smartphones which were no longer selling in the market. This again saw their market shares drop further in 2010.
In search of a remedy, Nokia went into partnership with Microsoft. Because of this partnership, Nokia adopted Windows Phone as the operating system for the smartphones it produced from 2011. Nokia took a more courageous step on the 25 April 2014 to sell its mobile phone business to Microsoft for £3.79bn.
Despite all the pitfalls, Nokia continues to bounce back, proving itself as a hard nut to crack. In recent times, it has embraced new technologies, thereby enhancing the quality of its products. It has made its return into market with more vibrancy, and has gained back its visibility.
DID YOU KNOW
- The name Nokia was coined from a town called Nokia and the Nokianvirta River.
- By the end of 2013, 10,000 employees had been dismissed
- In the 1980s, Nokia’s computer division “Nokia Data”, produced a series of personal computers called the “MikroMikko” in the 1980s
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If we compile all the names of different enterprises in this world, they could sum up to over a billion. The whole word could seem too farfetched so let us bring it home; walking along a busy road here in Nigeria, there is a high probability you would see at least twenty different names of businesses at every turn of your neck. Though each of these twenty try to make a statement of their own, only a handful, if at all any, will succeed in communicating with you.
Bringing it further down to your neighbourhood, can you remember all the names of the little shops on your street even after residing there for many years? The answer is likely a no! You might put the blame on your memory or accuse yourself of not paying attention to details. The truth remains; the names of these little shops did not leave an impression on you and could not register in your mind.
However, the light bulb in your brain practically turns up when you hear names like MTN, Coca-Cola, Facebook, Indomie, Microsoft, DSTV, Toyota, Samsung, Google, SPAR, TOTAL, etc. You might conclude that these are big brands that are well recognised. Yes, this is true but do not forget that they were not as big as they are when they started. The difference is the names of these popular brands have continued to speak loudly for everyone one to hear.
Choosing a business name is an imperative criteria for any enterprise and it is not as simple as you may think. Merely picking a name that sounds good to your ears might not be a wise business choice. Deciding on a business name requires a lot of brainstorming and deep research in your chosen market. It demands you devote quality time defining each term you wish to use to ensure it connects with your business or the kind of brand you want to build.
You may be asking why you should go through so much stress for a brand name and fail to realise one fact, a business name, in most cases, is the first thing potential clients would meet before they encounter the owner. The name of a business becomes its identity and carries the brand’s message. It is the voice that gently calls out to customers beckoning on them to patronise the business. Now let’s look at a few steps you could take to give your business name a voice.
Firstly, do not think you know it all, consult professionals. Most people consider consultation a waste of time and money, and move straight into making decisions that end up marring all their efforts. With the right strategic advice and plan from a professional, you can be sure that every aspect of your brand will stand out from the crowd.
Secondly go for a name that is easy to remember. Simple names stick longer in the minds of people and communicate to them better. So avoid any name that is too complicated and hard to remember. Also, before you settle for any name, do a proper check to ensure no other company has used that name before.
Thirdly, add some creativity to the name that leaves people curious to the name. Don’t mistaken plainness for simplicity. Keeping your business name, short and simple doesn’t mean you should go for a plain name that literally gives your business away or sounds too mundane. Depending on the nature of your intended business or brand personality, you could also introduce a little mystery to the name that stirs up curiosity in the minds of people.
Lastly, be certain the services or products your business offers lives up to its name. It is not enough to have a brilliant name and then deliver poorly. Customers will always link your business name to the quality of your services. So whilst you have a striking business name, it could also have a bad reputation.
Extra Tip: A name is not merely about the alphabetic letters, but about the reputation, perception and values it represents.
With these simple steps and a strong publicity to increase the visibility of the business name, you can be rest assured that your brand will not just be in the minds of people, but also in their hearts.
Written by Jennifer Chioma Amadi
Do you need a total rebranding? We can help! Send us an email at email@example.com
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Some logos make a statement and leave a lasting impression from just a single sight. There is just that distinctive thing about such logos. They have gone a long way to give the brand more visibility and recognition with the passing of time. Well you may be thinking its rocket science, but it’s simply the detailed and quality reasoning behind the logo that makes it stand out. One of those very distinctive and elegant logos is TOTAL’s.
TOTAL is a multinational oil and gas company founded in 1924 in France. It is considered as one of the “Big Six” oil companies in the world. At first the company was known as Compagnie française des pétroles (CFP). In 1954 the company initiated the word TOTAL which represents a brand of gasoline in the African continent and Europe introduced by CFP. Subsequently, in 1991, the company embraced the name TOTAL, making it the identity of its brand as a company.
This officially made TOTAL the flagship name of the prestigious Oil and Gas Company. Since then the brand has continued to enjoy steady recognition and acceptance from both stakeholders and customers all over the world. Hold on tight as we take a deep dive into the TOTAL logo.
From our research, which formed the basis for articles like Coca Cola and Toyota, so far we have observed that the logos of a good number of brands have evolved overtime. The reason for this sometimes is new logos are created to suit the brand’s new market position at every point in time. This is also the case for prestigious brand, TOTAL.
On one July 14 (Bastille Day), the “Super Carburant Total” brand was launched. It was the very first TOTAL logo that made a public appearance. The logo signifies the logo’s French nationality with the name TOTAL written in red letters against a white background between two blue triangles. When marketing operations expanded, TOTAL branded products were then introduced.
In 1955, the logo was transformed to a gas pump like logo. Again, this logo magnified the French theme, with a red flame on a blue circle against a white background.
What followed next was the blue-white-red symbol in 1963. It was soften and relatable and was often referred to as the “soap bar”.
Maintaining three colours, in 1970 the brand again felt the need to redesign its logo to indicate what the brand stood for. The new logo’s colours, the bolder characters and the structure in an horizontal manner expressed the stability and strength, unlike the previous logo with diagonal design indicating the martial spirit of conquest.
1982 saw the birth of a new trademark. It broadened the previous patriotic symbolism of France. The bright red colour represented strength and power while the blue stood for assertiveness and friendliness for the warm orange.
With the same spirit, in 1991-1992, the trademark block was revamped with more energetic lettering. The interior of the logo was made simpler while the rounded edges were replaced with sharper edges indicating a fiercer drive and also brighter colours. The horizontal lines were lighter and the space between letters were reduced and the stripes were narrower. This made the brand more accessible.
Finally in 2003, after a successful merger between PetroFina and Elf Aquitaine, the logo took an entirely new shape different from the previous ones. This new logo gave the brand a new identity which has registered strongly in most minds.
In 2003, as a way of adopting a name that would accommodate the two mergers between TOTAL and FINA in 1999 and TOTALFINA and ELF in 2000, the management decided to go with the TOTAL. This name was strategically chosen as one that would leave a lasting impression on consumers worldwide.
For the Group, the name TOTAL communicates the brand’s wider international visibility and recognition. Following this, a new logo had to be created to also represent what the brand stands for – one of which being the fact that the company pays close attention to the quality of products and services it offers its consumers. The company had to undergo total rebranding from picking a name to designing a new logo, both connecting and sharing the brand’s values.
Unlike the previous logos, the new logo is characterized by spherical elements with different colours. These elements express the company’s universal commitment in the energy field. These spherical elements signify exchanges of energy and human resources which further enhances international social and economic growth.
Defining the logo a bit more, the spherical symbol envelopes the image of multiple energy flows. This represents the different aspect the company deals in from oil, to gas, to electric energy and all other forms of alternative energy, such as solar and wind power. The logo shows the new market position TOTAL has taken as an energy Group and not streamlined to the oil it was known for. It constantly communicates its position as a symbol of energy through its logo.
The logo goes a long way to share TOTAL ideology about energy stating that energy arises not only from primary energy resources, but also from all of its human resources and, in particular, from all of the resources in the sphere of the Group’s industrial and commercial activities.
It can be observed that the TOTAL logo is one crafted by deep thinking which practically represents the brands totally.
Written by Jennifer Chioma Amadi
Want a logo that would increase your brand’s visibility? We’ve got you covered. Send us an email at we firstname.lastname@example.org.
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Most children born from the eighties can attest to the fact that they have tasted the popular Kellogg’s cornflakes. For some, it even became the quickest breakfast their mothers could fix before they dashed off to school while for others it became their favourite go-to cereal whenever they were hungry.
Whichever the case, it is an undeniable fact that the impact of the Kellogg’s brand has been felt by many people and also in many homes. The brand’s consistency for more 100years now has strengthened its relevance, establishing it as a leading brand globally.
For the last century, the Kellogg Company has done business under the trademark, Kellogg’s. This American multinational food-manufacturing company has its headquarters in Battle Creek, Michigan, United States. Kellogg’s is known for producing cereal and convenience foods, including cookies, crackers, and toaster pastries. Some of their most popular products that have become well-known brands include Corn Flakes, Keebler, and Cheez-It.
Follow through as we take a detailed ride through the rich qualities of this outstanding brand.
While trying to make granola, a breakfast food and snack food consisting of rolled oats, nuts, honey or other sweeteners, in 1898, W.K. Kellogg, and his brother, Dr. John Harvey Kellogg, mistakenly altered the process and flaked wheat berry. Not relenting, W.K. continued to experiment until he flaked corn, which gave birth to what we now know as Kellogg’s Corn Flakes.
Following his successful breakthrough, in 1906, W.K. Kellogg began his company, “Battle Creek Toasted Corn Flake Company” and went ahead to hire 44 pioneering employees. Working closely with the founder, they created the first batch of Kellogg’s Corn Flakes and fostered W.K.’s vision for great-tasting, better-for-you breakfast foods.
Kellogg’s, in 1914, took its first step towards expansion by introducing the flagship brand, Corn Flakes, to Canada. As time went by, the Kellogg Company spread its nourishing grains abroad, by commencing operations in countries like Australia, England, Mexico, Japan, India and etc.
In 1923, the Kellogg Company took another bold step and became the first in the food industry to hire a dietician, Mary Barber. Mary pioneered the Kellogg’s Home Economics Department and defined the roles different foods played in proper diets, thereby educating their consumers.
During the time the United States sunk into Depression, in 1930, W.K. Kellogg saw it as an opportunity to add value to more people with the campaign, “I’ll invest in people.” To achieve this, he created more shifts and hired new employees. He went on to start the W.K. Kellogg Foundation, whose mission — to help children realize their potential — is also in line with that of the Kellogg Company till date.
To increase its visibility, the company used the slogan “Kellogg’s puts more into your morning” on television shows on Saturday morning from 1968 to 1970.
As a result of spreading its grains, one of the soils it fell on is the Nigeria’s soil. Though it is yet to make huge harvest, the brand has gained tremendous recognition. On the 1st of December 2017, the joint venture of the reputable cereal maker, Kellogg’s and Singapore’s Tolaram Group, Kellogg’s-Tolaram Nigeria Limited, commissioned a 6 billion naira factory, with a capacity to produce 10,000 metric tonnes of cereals per year. This move has definitely put the Kellogg’s brand on another level since it can now produce its product here in Nigeria rather than importing it.
Having realised that breakfast is the most essential meal of the day, Kellogg’s has built its walls around this. “At Kellogg, we LOVE breakfast. To us it’s so much more than just a meal. We passionately believe in the power and promise that comes from eating the right breakfast. It’s the first fuel for our bodies—nourishing us for today, tomorrow and for life.”
From the simple and concise words, the company used to describe its vision, it is without a doubt the brand has established itself as an enriching brand, “To enrich and delight the world through foods and brands that matter.”
Its purpose is simple but well defined, “Nourishing families so they can flourish and thrive.”
The company sees its values as its DNA which could be interpreted to mean what runs through the entire organisation. Their values serve as a guide for every business transaction, their interaction amongst themselves and with the communities where they work. Here is a quick rundown of their values;
In Nigeria the Kellogg’s brand leverages;
- Partnership with the local production company, Tolaram and its distribution subsidiary.
- Assets provided by its partnership to produce high quality, low cost products in the region
- Brand recognition in order to gain market share in the mid-range and value channels.
THE BRAND’S SWOT ANALYSIS
- It has an existing supply chain
- It has well-known and experienced partners, locally and globally
- It has experience in handling new markets
- It has experienced low profit in recent years
- There has been a loss of market share to general mill
- New products must be developed to suit the Nigeria market.
- The Nigerian market is still an emerging one open to businesses of all kinds
- Landing new products would require low price
- As a foreign brand, a new product must be developed for the Nigeria market
- It has strong competitors like Nestle and Unilever.
- Its operation is capital intensive.
The company continues to uphold the values its founder, W.K. Kellogg, which was instilled over 100 years ago. Today their flaked corn is enjoyed in 180 countries around the world putting it ahead of its pairs in the snack food industry.
Written by Jennifer Chioma Amadi
Do you desire to build a lasting brand? We are very resourceful and can be of great help. Shoot us an email at email@example.com.
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