2 July 2010 19 Comments

Branding lesson from’I think I Love My Wife’

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


relationshipLoveI know I have this urge to stay with my laptop for 24hours a day as long as there is power and internet on it. I am daily working hard to leave the laptop alone to cater for many important issues of life like family. I try hard to shut down the laptop at home because I always want to be at the cutting edge of information in my niche. I do not want to be out of touch with breaking news in the industry.  Interestingly life does not work that way or else one can break down eventually. When I am not doing anything I try to watch movie but not every movie interests me. I dislike thriller or ‘gun-shooting movie’ with passion. So yesterday a friend recommends I watch ‘I think I love my wife’. A film produced by Chris Rock and featured Chris Rock, Kerry Washington, Gina Torres etc.

The story line is about an urban dweller corporate couple that has been married for seven years. They are happy couple going places with good job, a comfortable elite family with two kids. There seems to be no love lost until the seventh year when the couple became engrossed in their work and kids without creating time for each other to nurture the relationship. The husband became bored about the relationship starved with sex. Unfortunately it was at this season that Chris the husband met a former girlfriend (Nicky) who is not married yet and would not mind an occasional fling with him. The former girl is a skilful player in the game and armed with depth of how seduction works. She kept calling, dressing provocatively, asking for hang out or launch together with him.

Chris was able to keep his head for a while but the emotional turmoil at home did not help much as he succumbed to pressure except that he was able to maintain or keep the outside relationship from leading to extra marital sex. But the outside affairs at a point begin affect his performance on his job and worsen the relationship with his wife.

Toward the  end, Chris(the husband) seems to be regaining his senses but pressure of ‘other women outside who seem to dress powerfully to entice’ often troubles him as oppose to his wife that desires him to take care of the kids while she is busy on the computer. The last straw that almost broke the Carmel’s back came when the ex-girlfriend (Nicky) asked Chris to give her a bye -bye visit as she is now engaged and will be leaving town to settle with her new man. Chris obliged this request and went to visit her in the hotel. This last scene portrayed a challenge that comes with saying goodbye to what you would have naturally done if not for determination to stay pure and go and work on existing relationship.

The branding lesson here include

Do not let success make you forget what makes you tick: most times success comes it responsibilities. As industry leaders, you need to keep up with the tempo but never forget that keeping with the Jones may affect continuous oiling of the basics that get you there.

Create time for brand audit: never forget that brand auditing with help you to know what you are doing right or wrong. Never assume the fact that the fact that your ceiling fan is still rolling when the power is off is an indication that the Fan can work without power.

Watch Brand association: irrespective of what happens, do not go back to old associations that will damage your present level of success. Those relationships you delete based on principles and corporate culture should not be restored. It will harm your brand more

 The grass is not greener in other side: never judge your present position with external influences. All you may be looking at is just aesthetics. You are not that familiar as an outside observer to the situation like those who are inside.

Create time to celebrate  success: your brand needs to create time to have fun, celebrate your success. Everything should not be based on Naira and kobo, Pound sterling, Dollar. Do not take yourself, your brand for grant.

Always stage a comeback: in case you or your brand has fallen to the temptation. It is not offer, you can still recreate, re-invent that brand. This may be hard but it is possible. In conclusion i do believe that Tiger Wood brand can still stage a powerful comeback as he has learnt the lesson. For others, it is good to learn from experiences of others. Do not wait until you become the case study. What do you think? Use the comment section.

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