Chris Harrison explains how an international consumer brand is making itself relevant in Africa.

Now, I believe there is a Brand Nigeria campaign, but honestly I haven’t seen any of its messaging. There is, however, a logo. Of course there is a logo. That is where National Branding campaigns begin, and often end. First we get the funding, and then we get the logo. Then we rest. Writing recently in Business Day Online, Akonte Ekini commented:

’ Here we are unveiling a logo to celebrate 50 years of a freedom that is not clear to us all. A milestone celebration is also an opportunity to reflect on state of affairs with the individuals or parties involved, but in our case does not seem to be so.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in