8 August 2011 18 Comments

Brand Communication: How to make history happen

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


Two days ago, the world celebrated twenty years of real world wide world inauguration that led to web 2.0 rave. Tim Berners-Lee created the first web browser, World Wide Web and posted some stuff live on the internet.Tim Berners-Lee, World wide web innovator, Brand innovator

The introduction of World Wide Web has changed the way we all live today. I am just considering what the world will look like today without the World Wide Web. Everything is now connected. News is delivered as they broke. Nothing is hidden anymore. Everything is now in a public glare. Many business would not have been unknown today had  gained international credence. Everyone one now has opportunity to challenge the status qou. The world will never remain the same just because one man refused to conform. He decided to think different. There were likely possibility Tim Berners-Lee was not the only one thinking about this stuff that has become a rave today.

Time Berner-Lee could not keep quiet about what he foresaw could change the world for better. He sat down to write a proposal which later enjoyed the advocacy of people like Robert Cailliau, a systems engineer who joined hand with someone’s vision. Tim initial goal was to create a web that make the web a creative space to share, edit information. Initially, it was difficult to get a name but by 1991 they were able to arrive at the name- World Wide Web. Today the world of business without WWW is becoming unimaginable. What lessons can we learn from here?

Foresight, innovation: Tim Berner-Lee might not have had known what he initiated would one day loom large like this, but his intention was to create a platform that could help  people share, with ability to edit. This feature changed the whole process. As brand communicator, do you have foresight; can you see twenty years down the line? What will be the outcome of some of the present communication tools? Are there ways we can improve on them?

Alliance formation: Tim was a physicist but he was wise enough to share his vision with an Engineer-Robert Cailiau. It is also to Robert’s advantage that he co-operated with Tim. Even though Robert’s name is not well- known but he was a back bone for something good. Check your allies today? Are they dream killers or supporters? There are several allies that must be formed today that will translate into major turn around in twenty years time.

Keep testing: Many brands have failed today because they would not try again. They do not want to be associated with failure. No brand, brand custodian, brand communicator is ever successful without some failures at one point. Never be afraid of failing. If you know what will make the brand successful, test it.world wide web, social media, Brand communication on the web, brand innovation

Learn To share: A great step to capture an idea is to write it down. Then ruminate on it, share to get other’s perspective. Many great brand ideas had perished as thoughts because one person do not want to share. In some other ways, it may be someone do not want the others to take the glory. Do not forget, most times glory never goes the right person in the workplace. Learn to share what will help anyway. What are you doing to make history happen in your industry, company etc

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