The power of #brandequity In 2000, #Bournvita underwent a transformation in its marketing mix. Before then, Brand equity ratings placed it lower than #Milo although Bournvita was leader by sales volume & revenue. As a result, Milo’s retail price commanded a premium to Bournvita’s. We discovered that when we attempted to sell at par, Bournvita […]

One question that I have been asked several times since the rebranding of 141worldwide to Nitro 121 slightly over a year ago has been ‘why’? I tried to answer this in a session with the Brief Faculty, a WhatsApp learning group comprising marketing communications practitioners, and I thought to share it now with a larger […]

Richoco Launch Execution in Nigeria: The Power of Market Intelligence, Insight and Innovation The year was 1997. Nigeria was under the draconian rule of the dark-goggled General whose loot is ostensibly being repatriated 22 years after his death. The economy was in dire straits. Inflation was high, and consumer disposable income was low. Businesses crashed, […]