Amazingly, of all modern mobile phones, Nokia has one of the most modest of beginnings. Nokia was founded by Fredrik Idestam. Between 1968 and 1991, the newly formed Nokia Corporation was well positioned for a pioneering role in the early evolution of mobile communications.

In 1992, Nokia appointed Jorma Ollila as its new President and CEO. Prior to joining Nokia, Ollila spent eight years in corporate banking at Citibank. He had master’s degrees in engineering, economics and politics. Ollila’s task was clearly cut out: to rebrand Nokia so as to position it as a global force to reckon with. He restored calmness and sanity to Nokia, which hitherto had been characterized by a period of internal fighting and financial difficulties. The previous CEO, Kari Kairamo, had committed suicide following a prolonged bout of manic depression. Ollila introduced significant innovations in Nokia brand.

In 1992, Nokia launched its first GSM handset, the Nokia 1011.

In 1994, Nokia launched the first phone to feature the Nokia Tuner, and the world’s first satellite call was made, using a Nokia GSM handset.

In 1996, just six years following Ollila’s appointment and subsequent strategic decision, Nokia was leading the world in mobile phones, selling more than any other company and winning praise in the global business press.

Today, Nokia remains a globally acclaimed brand in the world of telecommunication.

The major lesson to be learnt from the Nokia’s phenomenally successful story is that, in the appointments of CEOs and Managing Directors, companies must spare no efforts in the recruitment process and go for the best hands. This is amply demonstrated in Jorma Ollila’s dramatic transformation of Nokia from a run-of-the-mill brand to a globally acclaimed brand.

Dr Olusola Oso

Founder/CEO, PENDROF.

Email marketing is arguably one of the most important digital marketing strategies. Wikipedia defines it as “the act of sending a commercial message, typically to a group of people, using email.” In its broadest sense, any email sent to a potential or current customer could be considered email marketing.” Essentially, it involves sending to prospective customers (leads) and existing customers.

Effective email marketing convert prospects into customers and turn one-time buyers into loyal customers. The rise of unsolicited mails (spams) has rubbed off negatively on Email marketing. Notwithstanding, Email remains the most veritable way to convert your leads to customers.

One of the reasons companies and businesses must make email marketing one of their top priorities is that Email is the Number 1 communication channel. Research has shown that not less than 90% of consumers check their email on a daily basis. As a matter of fact, most people who have emails start their working hours by checking their emails.

Furthermore, unlike social media accounts which may be deleted or suspended at little or no notice, you permanently own your email list.

Again, Email is one of the most reliable ways of converting leads to real customers. Email marketing has a staggering percentage of ROI (Return On Investment). The average order value of an email is at least three times higher than that of social media. Undoubtedly, it is one of the smartest ways to make sales online.

The Email marketing arm of any company or business can either be outsourced to Email marketers (digital marketers) or handled internally, especially if the company has a digital marketing unit. In a subsequent article, the process involved in Email marketing will be discussed.

For the Email marketing of your company or business, call Pendrof, a leading branding and digital marketing agency, on:+2348038341039. Email: info@pendrof.com. Website: www.pendrof.com.

Dr Olusola Oso

Founder/CEO, Pendrof.

Brand Positioning is the process of positioning your brand in the mind of your customers. Popularized in Reis and Trout’s bestselling book, Positioning: The Battle for Your Mind, the idea of brand positioning is to identify and attempt to own a marketing niche for a brand, product, or service using various strategies including pricing, promotions, distribution, packaging, and competition.

Your business or company needs effective brand positioning. Case studies abound of companies who had employed it to accomplish successful results. A shining example is the USA-based company, Duct Tape.

In 1942, Duct tape was invented during World War 11 (1939-1945). American soldiers employed the strong, versatile, adhesive for everything they do, such as the repairing of broken windows, and the making of temporary bandages. After the war, the tape was used for holding ventilation ducts together. It gains the name, “duct tape.”

In 1980, Jack Kahl officially created a branded duct tape, and the company blazed the trail in the offering of Duck Tape colours. In 2003, there was the updating of duct tape logo.

Duct Tape later faced a challenge. On the heels of the brand’s debut on Season 11 of Project Runway, Duck Tape sought to truly go “from the roll to the runway.” The challenge was to create a sensation in the fashion capital of the world with an unconventional but captivating product. A brand strategy was designed. The strategy was to position Duck brand duct tape as the undisputed creative leader in the duct tape industry.

A number of brand positioning strategies were successfully employed. In April 2013, Duck Tape and Pro Motion opened the first ever Duck Tape Pop-Up Shop, located at the corner of 40th Street and Broadway, in the Fashion District of New York City. Pro Motion provided marketing strategies, logistics, operations and development, permitting, site negotiations, street teams and runway models. The Team transformed an empty corner space into an eye-popping retail destination. Designers from Season 11 of Project Runway kicked off the opening with a Fashion Show, showcasing the brand’s appearance on the show.

The results of the brand positioning strategy are awesome. Over 12 days, more than 15,000 shoppers visited the store. In addition, the store generated roughly 37.5 million media impressions, including GMA Live, DNA info, The Gothamist and dozens of other trade outlets and magazines.

For the effective brand positioning of your company or business, contract PENDROF, a leading branding and digital marketing agency on +2348038341039. Email: info@pendrof.com. Website: www.pendrof.com.

Brand Management has been defined as “the development of brand perception in the market.” It entails the construction of a positive relationship with the target market. All aspects of the customer’s brand association and relationship with the purchasing process constitutes brand management.

It is an integral aspect of marketing. It goes a long way in boosting the value of a product and making it more attractive to customers and prospective customers (leads).

Ours is a maddeningly competitive world. In the purchase of products and patronage of services, customers are spoilt for choice. Take for instance the private university business in Nigeria. For the records, Nigeria boasts of more private universities than public universities. Within the South-western part of the country alone, there are tens of private universities. Brand Management invariably plays a key role in determining which of the universities parents and students would settle for, in addition to several other significant factors.

Effective brand management builds loyal customers through positive brand associations and images or a strong awareness of the brand. In order to develop a strategic plan to maintain brand equity or gain brand value, there is the need for a comprehensive understanding of the brand, its target market and the company’s overall vision.

It is instructive to note that all the employees of a company are the brand ambassadors of the company. They must key in to the mission and vision of the company. Their actions must not in any way tarnish the image of the company. The company must get buy-in from the entire organisation to communicate the brand. This internal adoption is pivotal for the maintenance of brand consistency. Be sure that every department represents the brand in all communication with customers, partners and suppliers.

Should the brand management of a company be handled internally, or should it be outsourced? This will be addressed in a subsequent article. Watch out!

Dr Olusola Oso

Founder/CEO, Pendrof.

Content is the king, so goes a cliche in digital marketing. The import of this statement is that in order to position your brand properly, you need to embrace content marketing.

Content Marketing is a form of marketing which is focused on creating, publishing, and distributing content for a targeted audience online. Content Marketing Institute defines Content Marketing as ” a marketing technique of creating and distributing valuable and relevant content to attract and acquire a clearly defined audience with the objective of driving profitable action.”

Note the use of the word “valuable” in the definition given above. It means that you must take the pains to create valuable contents for the purpose of content marketing to be accomplished. If a company has a problem in this regard, it can be outsourced to content marketers, who are digital marketers (content marketing forms an integral part of digital marketing). Digital marketing agencies usually offer content marketing services.

Content Marketing is usually employed by businesses in order to:

1. Expand their customer base;
2. Generate or increase online sales;
3. Attract attention and generate leads;
4. Increase brand awareness or credibility.

James O’Brien of Contently has this to say on Content Marketing: “The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.”

In order for a successful content marketing campaign to be launched, there must be a continuous delivery of large amount of valuable contents. Also, the needs of the prospect or customers must be put into a great consideration. These information can be presented in a variety of formats such as infographics, e-books, white papers, case studies, podcasts, photos, blogs, etc. A good number of these formats belong to the digital marketing channel.

Dr Olusola Oso

Founder/CEO, PENDROF.