We know most brands are yet to recover from the recession. Most brands’ corporate social responsibilities have suffered a lot of setback because of this. Not only in our climes but I do believe everywhere. The last two years has increased the level of financial stress for Nongovernmental organizations that rely on funding from donor organizations to continue their impacts. As an individual, I do not believe every philanthropic gesture must be in check. Checks are good but in the absence of check something else can still be offered to sincere organizations that are really doing the work.

In a conference we held in February 2010, A multinational (GSK PLC) could not offer money but gave product-drinks –that helped in no small way. MTN Nigeria was able to help out with a check that also helped. We salute these great organizations for being there.

 The essence of this article is based on my personal believe that everyone, brand can give something no matter how small to make a difference in a cause they believe in. Oprah Winfrey once said “I don’t think you ever stop giving. I really don’t. I think it’s an on-going process. And it’s not just about being able to write a check. It’s being able to touch somebody’s life.

In a recent edition of personal branding Magazine (that was just released), I am so happy that the issue of philanthropy is given a major story status. I have come to the conclusion (I stand to be corrected) that only brand that does not know its value will say it has nothing to offer. For instance it takes energy, commitment and dedication to give out free information. That is a form of giving. Many write and sell articles on the net .I am not condemning that act though.

So I strongly believe corporate brands can give through several means. Most corporate brands have experts who can coach, mentor the young ones in schools and colleges. Most can afford to print a few thousands of writing materials, text books and distribute them freely. Most corporate, personal brands can organize competitions among the youths that will project their strong believe in a cause. Most can have a library within their head office where external audience can read, borrow books from. It cost nothing or less to go to orphanage homes and give motivational lectures.

It also cost less to go to remands homes and give reconstructive lessons to some wayward children. What about the Managing Director of a great conglomerate who has sound integrity and can explain how he gets there organizes a three hour session for selected start up entrepreneurs twice or thrice a year in their corporate headquarters’ conference room to avoid incurring cost?

A major point that the Magazine above also stressed is the ability of individual, corporate brands to make their impacts viral through social media by asking your network to help promote the cause. I think most brands that do not do anything have nothing that ignites them. This may be as a result of lack of concern of someone up in the cadre. While we will allow our community to think about what ignites them, I love a quotation by Candance Cameron Bure (that the cover story centres on) when she said “I think that all of us have a responsibility and an obligation to be a voice for those that can’t be a voice for themselves.” If a brand cannot be anything for anybody, it means something is wrong somewhere. What is your brand doing to affect its community and what is the motive of such?

You do not need heavy checks to make impact even though that goes a long way to reach millions when judiciously used. When a brand makes impact with what it has, it can build trust, credibility, engagement, love, passion etc around its name. People watch what you are doing daily with what you have. Time to start with what you have.

Recently I read an article titled ‘ideas no longer rule the world’. While the writer did not completely ruled out the fact that idea is still important, he was of the opinion that many ideas, brand owners propose today are non- tested, non-valid from customers’ point of view. No wonder, many of these ideas failed woefully.

Ideas are great and they are the life wire of any innovation, changes that have taken place in the world. As much as this is true, the changes in the dynamic of brand’s success today are placing power in the hands of the consumers. So for any idea to be successful, brand owner must constantly look at the idea from the stand point of the customers who are the final users. The best way to do this is for the brand ‘idea innovator’ to always remember that he/she is also a customer.

Customer buys stuff, complains about services he feels are not measuring up and eventually recommends those he thinks will be beneficial to family and friends. So for any brand idea to be successful, take the idea to the final user first, enter the shoe of the customer, think like one. Move ahead and experience the service from different stand point. This will give a clue on how best to empathize, promote best usage of brand idea among final users. No experienced brand manager should argue by now that customers’ parameter of measuring idea success is totally different from the owners’ view.

For any brand idea to be successful, profitable, the customer wants to see that the brand is out to solve his problems and not necessarily to take from him. They want to be sure the benefits, solutions of your idea are very clear, differentiated with a valuable competitive advantage. The brand/ idea communication platform must also be engaging. Not only that, engagement process must also be in their terms. The engagement process must also follow laid ethical principles that enhance communal, cultural spirit.

My concern today is what are your brand’s success parameters? Is it when you make millions or when your customers are truly satisfied? I am of the opinion that for a brand, idea to be thoroughly successful, it must first enter the shoe of the niche it  intends to serve and see issues from their point of views. What do you think?

An African adage says ‘it is because snakes do not move in group that is why a man kills them with ease’. The lesson in this adage is thought provoking. Even if men move in group and they are faced with snakes of different species, men will run. Particularly if they are not fully armed with necessary equipments that can help.

The prologue becomes necessary so we can understand the full implication of today’s discussion. It is necessary to sensitize individuals-personal brands, as well as corporate brands on the need to build a community that is strong and virile that can help promote brand’s message to a larger audience.

Let us look at a typical village setting and see how we can learn lesson that works for brands. A village particularly in Africa has ethos, values and structured system that helps it remain strong. The villagers always assume responsibility for one another’s child. When real parent are not around, the child may not be aware except for biological affinity between parent and kids. The child is properly clothed, cared for as well as protected. In a village, community there is closed affinity and each family head contributes to total well-being of others so they can have a great community. Each person has this communal spirit that has been built over the years with conversation, relationships. There is a high sense of communal responsibility to be a worthy ambassador, advocates for the community he/she represents.

Today, the essence of a brand community is becoming highly necessary. The reason is not far fetched; customers have too many choices with little time to make decisions on what to buy. To enjoy the benefit of a strong force, brand must forget the old 4 Ps of marketing and embrace what I called the 4 Cs. These are in my opinion the new trend.

1. Conversation: Love relationship needs constant communication that is two-ways. the old monologue makes marriage break. This becomes imperative in today’s total liberation world. Keep your lovers-customers- engaged in a two-way conversation or they will listen to others.

2. Community: when you build conversation, close relationship develop among all the concerned and vital information are shared on issue that will guarantee peaceful co-existence.

3. Collaboration:  A partnership ensues from the community. The level of team work becomes stronger and a close association that guides opinion sharing among others is made available.

4. Co-creation: after a long while, the relationship often produces offsprings that are jointly brought to life. Ideally each party is expected to be committed to nurture, protect, feed and put mechanism in place that will erase malfunction, failure or premature death of the products that they jointly produced.

My question today is does your brand has a community? Do you respect the opinion of your community or you just push your decision to them? Do you have quality conversation with your brand community? If not, do not be surprised if competitors take away your brand’s darling. I am looking forward to your feedbacks.