17 December 2012 0 Comments

Brand Positioning: Factors that will count 1n 2013

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(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)


As we move towards the end of 2012 and are fast approaching a new year, it is time to take stock and  properly evaluate brands’ action and inaction that had culminated in whatever position we find ourselves. Many brands will never learn. They w ill rather continue in self delusion. They will rather think they know have all the answers.

It is obvious now that what used to count is counting for nothing. New weapons of wars are being developed and wise brands must wake up to the reality. Those who continue in the fading ‘tradition’ need to realign their thinking. Just a thought on 2013, we strongly believe these factors will help any brand gains unusual visibility.

Real brand or market leadership is not about oppression: Oppression will no longer be a great trade secret. Those who oppress their markets and stakeholders will have to have a rethink. Being a market leader is not a guarantee you will be in that position tomorrow. Great brand attributes and attitude will help in 2013

Openness will become a trade secret: Secrecy is a dead word in today’s 24/7 conversation world. Where a brand must keep certain secrets, being open with your methods and operation will lead to better understanding

Brand Integrity will be the hardest currency: Brand that will not trade with this currency will soon be out of the scene. Build integrity and support for this at every level.

Intelligence gathering: many things are happening simultaneously today. Some of these are catching some brands and nations unaware. The NewTon in Connecticut’s killings showed the boy in question does not have a look of a criminal. Over a decade he lived with neighbours who claimed they hardly noticed him. Today he wrecked havoc. Keep your intelligence arsenal strong

Innovation and creativity: There is no need to talk so much on this. It will become a necessary score card more than ever before.

Information, Information and information: Information will continue to sell. Be in command of useful and relevant information in your market and build your thought leadership skill.

Alliance formation and strong relationship nurturing will pay big dividends: Relationship nurturing and great alliance formation will help any brand to reach for the star. Do not be caught napping

High demands for transparent communication: 2013 will not offer any hope for brands who still want to communicate as usual. There will be high demand for transparent communication.

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