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  • Posts tagged "Marketing Communications"
May 22, 2022

Tag: Marketing Communications

HOW BRAND BELIEF CAN TRANSFORM YOUR MARKETING

Monday, 07 September 2020 by mapemond
branding and marketing firm in Africa
Recently, we had a brief meeting with a client who wants us to handle marketing communications for their group of businesses. The client said something that got us musing about what we will be sharing in a jiffy. The client said, “I don’t want mere advertising. I want marketing communications”. We are delighted whenever a client makes that vital distinction. So today’s lesson is on marketing communications using the shoe brand called Camper.
Camper is a contemporary footwear brand from the island of Mallorca, Spain. Founded in 1975, it is a family business (of about four generations now) with a rich shoemaking heritage that it uses to create unique designs. As of 2011, over 6 million feet around the world wore Camper shoes for that season. On some of those feet, the left shoe and the right shoe didn’t match, such are the originality and playfulness with which the Camper brand invites the world to share its enthusiasm for that most ordinary and honest of human endeavours: WALKING.
branding and marketing firm in Africa

 Source: camper.com

We found the statement below on their website for their shoe collection called TWINS:
“Opposite yet Complementary. In 1988, we challenged the idea that shoes must be identical by designing a pair where the right shoe was different than the left. Since then, TWINS has been revisited each season through new typologies, treatments, and materials that continue to play with the idea of mismatched design.”
branding and marketing firm in Africa

Source: Camper.com

Camper cares about SLOWNESS – it promotes the notion of the ‘WALKING SOCIETY’. It abhors the trend towards speed in modern life, as exemplified by brands like McDonald’s and Nike. Instead, it invites us to slow down and take in the wonderful world around us, assuming we haven’t lost our capacity for the appreciation of the simple joys on offer. For Camper, putting one foot in front of the other isn’t just a means of locomotion; it is one of the defining characteristics of our bipedal species, a reminder of our connection with the history behind us and the earth beneath us.
“Contact earth” is one of Camper’s much-repeated marketing themes. The brand name Camper means “Peasant” in Catalan. And for Camper, the brand name represents the Peasant Way of Life – austerity, simplicity, and discretion, which is reflected in the design rhetoric of the shoes, communicated on the website, the give-away booklets at their stores, and so on.
You may want to stop here and read from the beginning again, thinking about your own business this time.
What kind of brand do you want to build?
What is the story and heritage you are creating for the brand?
How long will you do mere hustle?
No matter the size of your business, you can start putting these perspectives into place.
In a fast-paced world, Camper is talking about slowness and has built a very successful global brand. That is what branding is about – to truly be unique in what you do. Making your business have its own life, purpose, and why it exists makes the difference in your marketing.
Don’t just tell your target audience to buy, tell them what you are about, and they will fall in love with what you are selling. When was the last time Coke told you about beverage? It is mostly about happiness and friendships.
Remember our lesson on “big idea”. Camper is another reminder of why you need one. Define what makes you unique, articulate how it relates to humanity or something of essential concern, then communicate it as much as you can. It is a game-changer.
Did you pick a lesson?
If yes, leave a comment and share it with others.We can build amazing brands in Africa, one step at a time.

#DoBusinessBetter

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  • Published in Branding, Business, Marketing, Stories, Strategy
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STOP LOSING CUSTOMERS UNKNOWINGLY.

Saturday, 18 July 2020 by mapemond
branding and marketing agency in Nigeria

Mr. Williams was lost in thoughts as he sat down at the wedding with the event brochure in his hands. He was impressed by the quality of the design, print, and everything. The brochure was for a one-day event, yet was of such top-notch quality. He left the wedding with a resolve to trash his company brochures and marketing materials and do them all over.

There is a message for you from Mr. Williams’ experience.

Take the outlook of your brand more seriously. From your flyer and brochure designs to every other thing that prospects and customers come in contact with.

When it gets to the point of bringing out money to make payment for products or services, customers tend to have some sort of resistance and doubts.

They suddenly want to take a closer look at your website, social media pages, and everything related to your business, their fears are legit, they don’t want to make the wrong buying decision.

At such moments, your branding speaks on your behalf, through your marketing communications and channel outlook, it appeals to their senses, exudes a sense of trustworthiness and likeability.

Get your branding and marketing communications right and stop losing clients without knowing it.

If you need a professional touch, talk to us!

#DoBusinessBetter

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  • Published in Branding, Marketing, Stories
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PUBLIC SPEAKING AS A MARKETING TOOL TO ATTRACT CUSTOMERS

Tuesday, 30 July 2019 by mapemond
branding firm in marketing

Attracting customers require a whole of consistent efforts, here is one that most great entrepreneurs in the world use. This strategy presents you as a go-to expert and it boosts the confidence of potential customers. It starts with planning – if you are not skilled in public speaking, seek training to equip yourself. Mapemond can help you.

1 Identify your prospects – where are your potential clients located, what kind of events do they attend or groups they belong to and how can you connect with them.

2 Create relatable topics – pick the areas of your business and pain points that the prospects will easily relate with.

3 Get your marketing materials ready – prospects may need some form of materials to refer to later (Mapemond are your ‘guys’ for such quality marketing materials)

4 Be open to giving attention – be willing to hear others out, receive their own marketing materials and create a rapport.

5 Give the last punch – share the action you want the audience to take or the one thing you want them to remember for long.

Always be ready to speak in public, so you can be influential in your industry and smile to the bank frequently!

Written by Donald Alaye

Marketing Communicationspublic speaking
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  • Published in Branding, Marketing
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BRAND REVIEW: PEAK MILK, STILL LEADING

Tuesday, 12 February 2019 by mapemond
Branding company in Port Harcourt

Brands choose to tell their stories any way they please but the ones that stand out are those who tell stories that resonate with the communities they serve. For sixty years plus now PEAK MILK has maintained the story of Africa through its symbolic pic story and visual identity elements of the palm tree, locals in a canoe, trade interaction with merchants, and so on.

With its rich creamy taste, Peak Milk has continued to live up to its name, and has gained the reputation of the number one brand in the dairy industry in Nigeria. Over the years, the brand has been recognised for its quality and leadership in the market. These remarkable attributes piqued our interest to do a review on this legendary brand. Sail with us to the wonderland of this iconic dairy brand.

BRAND HISTORY

While most people seem to know the product, only a few are familiar with the company behind the brand, Friesland Campina. The company which was founded from two great Dutch dairy companies, Friesland Foods and Campina, began its journey in the dairy industry in 1871.

Friesland Campina is a company birthed from a rich history. From its name Friesland which is a region in the north of the Netherlands characterised by the green meadows, blue skies, many lakes and splendid Frisian dairy herds and then Campina is also a wooded region of grasslands and meadows in the south of the Netherlands, it can be perceived that the company is a product of the Netherland culture.

The global company is well rooted in the culture and commerce of the Netherlands, Germany, and Belgium. Still it has its focus on reaching local communities and customers with its products. Asides the European countries, Friesland Campina also have a dominant presence in Asia, Africa and the Middle-East. Their factories and products continue to get established all over the world.

Way back in 1954, while Nigeria was still under the British colony, Friesland Campina sailed its way from Netherlands through several oceans to Nigeria. Having surveyed and seen the potentials in the Nigerian market, the company introduced its first brand, Peak Milk. Since then the dairy product has evolved and has maintained a strong leader position.

However it was not until April 1973 the company was incorporated as West Africa Milk Company (WAMCO) and finally commenced operation in 1975 making it an affiliate of Royal Friesland Campina of the Netherlands. Friesland Campina WAMCO Nigeria has its headquarters located in Ikeja Industrial Area of Lagos and is recorded to be one of the largest dairy cooperative in the world. Since it began operations in Nigeria it has made extensive distribution to all the states.

With its strong influence, the company continues to retain its leadership in the production, processing, packaging, marketing, and distribution of its dairy products in Nigeria. In 2015, it was recorded to have made a turnover of twelve billion naira.

BRAND EVOLUTION

At the inception, Peak Milk was seen as product for wealthy people and couldn’t be afforded by the common man. Knowing what they stood to lose with the rising of other milk brands, the company adjusted its product in order to accommodate everyone. This led to the introduction of different sizes even down to sachets.

BRAND VISION

The company behind Peak Milk ties its vision to the purpose they refer to as nourishing by nature. This stands for better nutrition for the world, a good living for farmers, now and for generations to come.

BRAND MISSION STATEMENT

From its mission statement, Nourishing Nigeria with Quality Dairy Nutrition, it is obvious the brand is driven by the need to nourish its consumers.

BRAND STRATEGY

The strategy behind this exceptional brand is quite straight to the point which is to add value; from its nutrition, to nature, to both young and old people, to consumers and customers, to citizen and down to the society. This value adding mind-set has been transferred to all their employees worldwide.

The company has broken down its plan into the following;

  • Win with nutrition
  • Serve the 24/7 consumer and customer
  • Lead with sustainability
  • Elevate our essentials

BRAND CAMPAIGNS AND PROJECTS

Most recently, the brand has been running a campaign it named PECADOMO which is an acronym for ‘Peak Can Do More’. The idea is to gain new markets by highlighting several other things that the milk product can be used asides regular usage like Tea, Cereals, etc. The brand has actively be urging those into cooking that milk can be used to create so many tasty meals, and they seem to have gained tremendous traction with the campaign.

Peak Milk is one brand that has made a strong impression in Nigeria with its involvement and commitment to nation building and community development. Severally in the past it has supported charity projects, schools and communities through its corporate citizenship programme which kicked off in 2004.

The programme has seen the commissioning of over 41 solar boreholes, supported over 18 public secondary schools amongst many other projects.

With a well mapped out and structured brand like Peak, we can bank on the fact that it will be here for more years to come and may probably still be leading the dairy industry here in Nigeria. It points to the need to build a brand that transcends the founders.

Key Takeaway: Regardless of its leadership position in the market, PEAK is not relenting in its drive to remain a relevant, readily available and trustworthy brand. This is a vital lessons for beginners and the likes, do not allow your successes stop you from pushing the boundaries and frontiers.

Written by Jennifer Chioma Amadi

Do you need help in gaining better distribution or visibility for your brand? We are your guys! Shoot an email to wecare@mapemond.com

DO BUSINESS BETTER!

Brand Storybrand visibilityBrandingMarketingMarketing CommunicationsPeak Milk
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BUSINESS INSIGHT: PEPSI MARKETING STUNT – THE COLA TRUCE

Monday, 11 February 2019 by mapemond
Branding company in Port Harcourt

For decades, Pepsi has been Coca Cola’s arch-rival in the beverage industry. Having been in the market since 1886, long before Pepsi’s birth in 1893, Coca Cola can be said to be on the leading edge. With this lead, Pepsi and other related brands continue to be on their toes to meet up and outshine the iconic brand.

Over the years the competition between Coke and Pepsi has been fierce and consistent with each brand coming up with different strategies to remain at the top and gain more consumers. This could be observed in their constant innovative moves, from ads to their products and also their sponsorship programs.

In a bid to get more attention, Pepsi took advantage of the Atlanta Super Bowl game, which it was sponsoring for the first time, to make some strategic chess moves. For the first time, Pepsi took over Atlanta which is popularly referred to as Coke’s town, since the brand was born there and its headquarters is also located there. The city was painted blue as opposed to when its opponent Coke used to paint it red during their period of sponsorship.

Asides the billboards Pepsi mounted in strategic areas with taglines like, “Look Who’s in Town for Super Bowl LIII”, announcing their arrival, the brand brought the statue of its founder Caleb Bradham to Atlanta’s World of Coca Cola right next to the statue of Coke’s founder John S. Pemberton. The statue was positioned in such a way it looked as though the two founders were clinking their glasses in celebration.

This move may have been a demonstration of Pepsi’s idea of the cola truce initiative or part of their plan to get more attention thereby creating more visibility for its brand.

Hey @CocaCola thanks for being such gracious hosts for #SBLIII this week. We agree #TogetherIsBeautiful so we’d like to get our founders together for a celebratory cheers to declare a temporary #ColaTruce for the day. See you at @WorldofCocaCola soon! pic.twitter.com/LX3oyqCB5A

— Pepsi™ (@pepsi) January 30, 2019

This however didn’t seem to have moved the Coca Cola team as there was no response from their side. Reacting to this, Pepsi took what they perceived was a cold reception from Coca Cola to Twitter.

Hey @CocaCola we swung by but it looks like you weren’t into having us over today…that doesn’t feel very #TogetherIsBeautiful. Too bad since it seems like our founders thought it was a good idea when we came by to see you this morning. 😉 pic.twitter.com/engF70okKh

— Pepsi™ (@pepsi) January 30, 2019

Flipping the awkward situation around, Pepsi informed the public about their Charity plan which was to donate food to the needy from every tweet with the hashtags #ColaTruce and #Share2Donate. This new strategy seem to have worked and must have endeared them in the hearts of more people as they were able to donate meals to 130k people through United Ways of Greater Atlanta, a platform for community development.

Thanks @Pepsi! As a result of #ColaTruce, we’re able to give back to the Atlanta community by donating 130,000 meals to those in need. Thank you! pic.twitter.com/B8ISYiSQAn

— United Way of Greater Atlanta (@unitedwayatl) January 31, 2019

Now drawing away from all the drama, one insight we can glean from Pepsi’s relentless spirit is, if one business strategy fails, try another approach even if it means putting up a show. In the end, you just never can tell which of the strategies would yield the desired result and eventually put your brand in the mouths and eyes of people.

Written by Jennifer Chioma Amadi

Need help with creating winning business strategies? We are here to help. Shoot us an email at wecare@mapemond.com

DO BUSINESS BETTER!

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LOGO UNRAVEL: THE BIG ELEPHANT

Friday, 01 February 2019 by mapemond

Beyond the obvious fact that a logo becomes a company’s identity, it can also be referred to as the custodian of a brand’s history and culture. It reminds both the staff and customers the journey the brand has travelled so far and the milestones it has accomplished over the years.

With its historical attributes, the FirstBank logo can be seen as a symbol holding so much more than what meets the eyes. To the common man it may look like a simple blend of elements and colours but to those who work behind the scenes, its meaning is deeper.

THE LOGO JOURNEY

Being one of the oldest banks in Nigeria since 1894, FirstBank’s identity has become a household symbol and is one that is easily recognisable by all. It has earned itself a grand reputation for consistency and as a result has gained a huge popularity to the point anytime one sees an emblem with an elephant inscribed on it, one of the first thoughts that crosses the mind is the FirstBank brand.

The logo transition…

With many decades gone by and as a way of commemorating the brand’s 120th year anniversary, they felt the necessity to redesign their legendary logo in order to reflect the new strategic direction the company was taking. The bank unveiled their new identity in January 27th, 2014, informing the general public about their new brand position.

THE LOGO ICON

The African Elephant

The old logo…

One icon that has always been associated with the FirstBank logo is the famous African elephant. For the brand, this icon symbolises their strength and growth. It is also an indicator that the brand is a leader in the financial industry. With this single icon, the bank has continued to earn respect and visibility.

Though this element was retained, there were some slight modifications to its appearance which were made to communicate the evolution the bank was going through in order to remain relevant in the financial sector.

The new logo…
  1. A Raised Head – While the elephant in the old logo had a straight face, the new logo bears an elephant with a raised head. This they indicated was a way to reassure their customers about their commitment no matter the challenge. It is a promise that says they will face any financial challenge with their head held high.
  • A Raised Foot – The raised foot in the new logo is a reminder that they will always put their best foot forward for their customers.

THE LOGO COLOURS

Deep Blue

From a lighter shade of blue to a deep blue colour, the FirstBank logo took on a new feel. The deep blue colour signifies a heritage of trust and distinction. The colour also represents their brand principles of momentum, innovation and evolution. These principles ensure that the bank strives to continuously develop solutions.

Gold

One significant change in the new logo was the infusion of gold. This rich colour represents a promise to set the gold standard of value and excellence in their services as a financial establishment.

LOGO IMPACT

Through its logo the brand has continued to fulfil the promise it made to its customers which is to always deliver the ultimate gold standard of value and excellence. Merely viewing the logo reminds their customers and partners about their position as one of the first and leading brands in the banking field.

The logo, images, fonts, patterns, icons, colours, symbols, words, all combine to visually communicate the brand’s corporate identity and brand language. The colours are also a reflection of the brand’s personality and their tone of voice towards their customers.

Written by Jennifer Chioma Amadi

Do you need a logo that sets your company apart? We can help you design a unique logo. Reach out to us at wecare@mapemond.com

Brand IdentityLogoMarketing CommunicationsVisual Identity
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