25 November 2010 13 Comments

Brand building lessons from ‘I Can Do Bad All By Myself’

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

Bad Brand  attributeBrand attributeAll of us remember our childhood. If not for anything but for the story times we enjoyed-either at school or with our parent.  At the end of each story, we would be asked to list the moral lessons.

Even though I am not a fan of movies, but each new opportunity I have to watch one my concern is always on what I can learn as a professional. Most well crafted movies, asides from the entertainment value strive to strengthen a value- system or demean it.

Yesterday I had the opportunity of watching a movie with the title ‘I can Do Bad All By Myself’. It is a movie produced by Lionsgate and Tyler Perry’s studio. The movie feature Taraji. P.Henson, Adam Rodriguez, Mary Blige, Knights, Tyler Perry and Hope Olaide Wilson ( A ‘Nova’ award winning actress)among many other stars.

The story line is centred around a young lady (April) with a dysfunctional childhood. Because of this, she developed wrong attitude. Despite her Mummy’s care and love (this she acknowledged after her mummy’s death) the absence of father figure as well as required bonding that should exist in a family made each of her siblings pursued lonely, selfish, lack of natural affection and egocentric lifestyle. April’s supposed affairs with her live-in lover/boyfriend was only based on having affairs with a man who hardly love her but is just willing to pay the bills. Due to the death of   April’s mummy, April was asked to take care of her sister’s children but she would not care.

After much persuasion, April agreed on condition that the children (her niece and nephew) could be with her for just a while. Not quite long also, Sandino, a plumber (?)Who needed shelter was introduced to April. April decided to help Sandino resolve his accommodation problem by allowing him to live in a small corner within her expansive house.

Sandino demonstrated love to the children and April. They all resented his show of love. To April and her niece and nephew, no one cares in this age. No thanks to their past experiences. Since love conquers every opposition, Sandino was able to help reshape the family orientation. Sandino eventually married April and they all live happily together. The story line is much more interesting than this but here are my take outs.

Find a point of intersection between the changes you want to see and the audience’s need: Every brand and online community has a value it wants to add. To excel, there is need to find the point of intersection between the society’s need and the value it wants to offer. To do this effectively, brand and community owners need to be extremely passionate about this intersection so much that it can do anything legitimate to see the changes desired.

Secret of total success is in investing in others: one of the best kept secrets to brand and community success that I have noticed is in ‘unquenchable spirit’ to give. Sandino gave his all even when it was not appreciated (at the initial stage) by most of the receivers. He was even confronted for been nice.

Care for others as if your life depends on that: successful brands and online community owners must also learn how to care for others as if their lives depend on it. Sandino would not rest until everyone is comfortable. He worked hard to ensure the children have a decent room. April would have preferred they keep sleeping on the bare floor.

Trash name calling: sometimes people will misconstrue your dedication and feel you have an ulterior motive. When you give and care, some will not be comfortable. They may result to name calling. Thinking you are seeking attention of the bosses, authorities or you want to make name by all means. Sandino was even accused of wanting to abuse April’s niece (Jennifer). For April, Sandino may be another wolf in sheep’s clothing. She remembered her boyfriend  once attempted to take advantage of Jennifer

Listen: This is becoming a recurring decimal in most movies I have watched. May be I am looking out for this or something. Like never before, the age of conversation we find ourselves today is making heavy demands on every brand and community builder to take the art of listening very serious. Sometimes it takes people around the brand to see the dark spot. Based on April’s experience, she came to the conclusion that most men are evil. It takes the intervention of her sixteen year old niece(Jennifer) to help her see  Sandino as different person. Jennifer adviced april not to throw the baby away with the bath water. Jennifer’s point of view is that April needs to know  how to identify treasure and keep it.

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