17 May 2017 0 Comments

5 ways association and relationships affect your Positioning: Book review

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)


Achievers' Companion , a book by Yinka OlaitoAssociation and relationships are vital to every living organism. This is particularly important for human beings. We are not created to be in isolation. Some of our best qualities are manifested when we are in good relationships. As much as relationships are important, they also have a lot of downside if not properly managed.

Getting into any association without deep thought about their demands, benefit and values amongst other issues can do more harm than good. Interestingly no relationship is set as concrete except for the Parent who gave birth to us and our siblings. Every other relationships and association can be cut-off especially if they are sources of destruction instead of value adding.

Brand association, when strategically done has a lot of benefits and values as they strengthen the cords of progress and serve as avenue for refreshment of energy. It also helps in cementing right value which aids better perception and positioning in the competitive environment we live in today.

When relationships are not carefully considered before its initiation, it can send wrong signals and multiply the level of confusion in the market about our brands.The book ‘Achievers Companion’?offers a lot of help on what to look out for in any association or relationship before your brand begins will initiate one. Though not written from the brand perspective but it does point everyone to worthy road signs to look out for in the journey. Some of the points raise in the book when it comes to relationship decision making include:

Check their vision alignment: There must be an alignment of your vision and that of the brand you are planning to roll out with. When there is ‘di-vision’ and no alignment, a sure result is catastrophe. Take some time to evaluate the implication of your vision alignment ?irrespective of benefits you may gain.

Integrity quotient: While some think morality should not be promoted in business, it may be a snag in the wheel of progress for some. Integrity quotient may seem insignificant now but the premium you will pay may be too much later in the journey.

What is the definition of opportunity: Assumption is the lowest level of knowledge is a common clich?. Opportunity to everyone is a common sense issue. Interestingly, common sense is not common. You must both agree on what opportunity really means. Not every opportunity to make progress or profit is good for you. You just be on the same page here. Otherwise when the alarm blows one of you may bit their fingers for not crossing the ‘ts’

Risk taking: Some people or brands are avowed to risk taking. On the other hand, what some people even call risk is pure gambling without calculated thinking. Do you understand what the definition of risk means to your partners or friends? Take time to assess this.

How they deal with Failure: there is no guarantee against failure in business. When everything is done right, the likely tendency of reducing the failure rate may be there but this in no way offer 100% guarantee. Ask how they deal with failure and what lessons have they learned from failing in the past. It may be a pointer to how things will play out in the course of your relationship.

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