Month: October 2019

How Google Became A Global Brand

How Google Became A Global Brand

The pair met at Stanford University in 1995, where they were both enrolled on PhD computer science programme. Incidentally, both Sergey and Larry had solid computer science backgrounds. Larry’s father, for instance, was one of the first ever recipients of a computer science degree from the University of Michigan while the mother was a database consultant with a master’s degree in computer science.
Larry and Sergey were obsessed with the idea of writing first class theses and building careers in the academia. In order not to get distracted from their academic pursuits, they attempted to sell Google to Excite, Yahoo! And the then market leader Alfa Vista for up to $1 million before patenting it. Surprisingly, each company did not show any interest.
Google later experienced a major growth spurt, thanks to their innovative method of custom-building server. Initially, they were reluctant to allow advertisers onto the site so that users would not begin to doubt the search results’ objectivity. They vowed never to allow companies to pay to rank more highly, as other search engines had done.
In 2000, they reluctantly hired Dr Eric Schmidt as chief executive to take over the day-to-day running of the business. This proved to be a worthwhile risk.  Schmidt’s appointment proved to be remarkably successful. In 2004, the founders listed the search engine on the Nasdaq Stock Exchange, raising a whopping sum of $1.2 billion.
Today, Google has become the world’s Number 1 search engine.

Effective Management of Crisis Is Integral to Branding: Learning From Uber Experience

Effective Management of Crisis Is Integral to Branding: Learning From Uber Experience


No brand is crisis-proof. Even global brands such as Apple and Coca-Cola once faced one major crisis or the other which rocked the boats of their brands. They overcame these crises. Coca-Cola, for instance, made arguably the biggest blunder of 2016 by getting the Russian map wrong. On 1st of January, 2016, in a New Year’s message to its customers on the most popular Russian social media network VKontakte, Coca-Cola published a map of Russia dotted with Christmas trees. The map of Russia did not include three cities which according to Russians is a slap in the face.
Uber faced a major crisis and overcame it. This further strengthened their brand. Uber is a technological company which deploys a taxi application that assists customers hire a convenient, affordable and safe taxi service from anywhere, using just a smartphone. Remarkably, Uber is currently in over 700 cities across the globe. It is headquartered in San Francisco, California, United States.
Uber was plunged into an avoidable crisis on February 19th, 2017, when a former employee, Susan Fowler posted an incriminating blog about her experience working with Uber. Among a slew of allegations, she mentioned grave sexual harassment and incompetent HR practice. Her post went viral after she tweeted about it on Twitter. The tweet (“I wrote something up this weekend about my year at Uber, and why I left: https://t.co/SyREtfLuZH”) has generated not less than 23,000 retweets and over 31,000 likes. It has hugged the headlines in several media outlets and blogs.
Uber’s management of this crisis is commendable and highly professional. The company issued a press statement which was attributed to Uber’s colourful CEO, Travis Kalanick. He also made same points on his Twitter account. He described the behaviour detailed in the blog as “abhorrent”. In the press statement, he said he had instructed new Chief Human Resources Officer, Liane Hornsey to conduct an “urgent investigation.”
According to New York Times, Uber hired former US Attorney General, Eric Holder and his law firm, Covington & Burling, to conduct an independent investigation of the claims and to do a thorough assessment of the company’s culture. The company also created anonymous hotline for staff to report incidents of sexual harassment, discrimination, bullying, and other unprofessional conducts.
The results are amazing. The CEO’s tweet got thousands of retweets because he was seen to be honest and an irreproachable character. The company’s steps towards handling the crisis received great media reportage. The caliber of people involved in the investigation is a pointer to Uber’s grit determination to get to the root of the situation. Uber’s integrity is boosted by this.
The major PR and branding lesson to be learnt from Uber’s experience is that in crisis management, companies need to act promptly and responsibly. In this digital age where information travels even faster than the speed of light, prompt acting matters a lot. You must also do more than just issuing a press statement. Purposeful actions must be taken. During crises, employees of affected companies must not be kept in the dark. They should be carried along on what has happened and the steps management has taken to address the crisis.
For the Brand Management of your company, and provision of first class and affordable Digital Marketing services to your company, call PENDROF on: +2348038341039. E Mail: pendrofmedia@gmail.com.

Dr Olusola Oso
The Spread of DHL Outlets Across Lagos

The Spread of DHL Outlets Across Lagos

DHL, a courier company founded in the USA by Dalsey, Hillblom, and Lynn has witnessed such a phenomenal growth that will make other brands envious.  By the late 1970s, it has expanded its service throughout the world. It has become the world’s largest logistics company, and it delivers over 1.3 billion parcels per year.
The heavy presence and pervasive influence of DHL in Nigeria, Africa’s most populous country is remarkable. That is the focus of this blog post. In Lagos State, the commercial never centre of Nigeria, DHL outlets are springing off in every nook and cranny. Withi Ikeja alone, we have no fewer than five DHL outlets. The great spread has even extended to Lagos outskirts and environs such as Mowe, Ibafo, Sagamu, Ibadan, and Abeokuta. The great spread of the outlets is a pointer to the great success of DHL as a courier.
The big question remains: what has led to the soaring popularity of DHL in Nigeria? PENDROF did an extensive research on this. One overriding factor is its excellent Branding which has been perfected over the years. DHL’s logo is uniquely attractive and conspicuous. The vehicles and motor cycles which they employ in the course of their deliveries are in good conditions. These leave lasting impressions in the minds of their customers and prospective customers. The unique way in which they parcel and package items and documents to be sent is also fantastic.
Perhaps most importantly, DHL delivers items to destinations promptly and with utmost certainty. Customers are 99 % sure that the items and documents and parcels sent through DHL arrive at their destinations. The major reason the company does not accept P.O. Box as parcels destination is that they want to ensure that parcels are delivered to exact locations, with somebody to acknowledge their receipts. Like most standard courier services, customers are usually given tracking codes with which to monitor their parcels. All you need to do is to visit their website and feed in the tracking code into it. The present destination of the parcel will be stated.
Companies and organisations need to learn one or two useful lessons from DHL. The most overarching reason for the enduring success of a brand is quality service. Quality service must never be compromised.
For the branding of your company and affordable digital marketing services, contact PENDROF on +2348038341039. E Mail: pendrofmedia@gmail.com.
Dr Olusola Oso

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