27 May 2010 59 Comments

Brands:How to drive growth

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Brand and growthBrand developmentWe all love growth. But many do not plan for it. Do no ever forget the law that says every object remains at a standstill until a force is applied. Many successful brands today will not be in the radar again in a couple of years just because they have forgotten how they get here. There is nothing bad in celebrating success. The only snag is that each level of success brings additional responsibility. Each new success should supply additional adrenalin that will keep the brand to remain afloat.

On the other side of the divide, I am amazed when most brands throw in the towel because growth has not being feasible. Especially when they know they are doing it right and moving in the right direction. For those who are already considering throwing in the  towel, please always remember the Chinese bamboo tree that takes about four years to take root downward before shooting out and become about five feet in the fifth year. The secret is never to throw in the towel.

My thought today is to share with us basic ingredients that drive brand’s growth.

New ideas: Brand must keep experimenting with new ideas. Staying with old philosophies will not help. Always write down new ideas, work out the details and implement them.

 Creative approaches: To drive growth, brand must also embrace creative approaches to doing business.

Innovative products: to drive growth brand must continual co create innovative product and service that will excite its audience.

Integrated organizations that maintain open communication: A divided and closed organization that does not breed enthusiastic audience can never drive growth. Always ensure that your brand maintains open communication that permit expression of personal opinion as well as inputs to brand’s growth

Connected communities: brand thrives on a connected community. There is no reason in this age for brand not to use all the new media to build connected communities that are great fans of the brand.

Responsible ethos: Be a responsible brand. Live on core values that will enhance brand’s equity

Unquenchable passion for change: have a passion that is change driven. You must not accept the status quos as the verdict. Challenge what is and what has been. Be driven by a change mindset

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