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2 HKLM BUSINESS LEADERS’ FORUM
NIGERIA. AFRICA’S MOST POWERFUL BRAND. What changed? What work lies ahead?
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A NATION IS MEASURED BY ITS REPUTATION – SAME AS A COMMERCIAL BRAND
WHAT DETERMINES HOW WE THINK ABOUT A COUNTRY?
HKLM BUSINESS LEADERS’ FORUM
01. VALUES
02. LIVING
03. BUSINESS
04. LAW & ORDER
05. CULTURE & TOURISM
o Freedom of speech o Respect for different beliefs o Integrity and honesty
o Healthcare & educaXon o Living standards o Safety & security
o Ease of doing business, financial system o Technology & communicaXon o Infrastructure
o Judicial system o CorrupXon & fraud o Policing
o Friendliness o Heritage, leisure & recreaXon o ConnecXvity
5 HKLM BUSINESS LEADERS’ FORUM
“You can’t build a reputaXon on what you’re going to do.”
-‐ Henry Ford
“A brand is not an icon, a slogan, or a mission statement. It is a promise — a promise your company can keep. (It is) a promise that gives you the best compeXXve advantage.”
– KrisXn Zhivago, Business MarkeXng
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NATION BRANDS | YOUR PERCEPTIONS
HKLM BUSINESS LEADERS’ FORUM
SYRIA MALDIVES COLUMBIA
DJIBOUTI KENYA SOUTH AFRICA
NIGERIA
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AFRICA’S GLOBAL RANKING
HKLM BUSINESS LEADERS’ FORUM
Country Brand Index 2014/2015
South Africa 40
Kenya 65
Zimbabwe 69
Ghana 70
Nigeria 75 o Technology o Infrastructure o PoliXcal freedom o Tolerance o Safety & security o Health & educaXon o Business opportuniXes
Strengths | Weaknesses
o Tourism o Natural beauty
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NIGERIA BRAND REPUTATION – STAKEHOLDERS & CRITERIA
HKLM BUSINESS LEADERS’ FORUM
ECOWAS
AU
UN & Global Community
Diaspora
Global Media
Ra[ng Agencies
Global Banks
Global Brands
Sports Orgs
Tourists
Nigerians
o Governance o Safety & Security o PoliXcal freedom o Track record o Culture, Art & Heritage o People o SporXng ability o Tourism & Conferences o Natural beauty & Environment o Living, working condiXons o Retail presence o Medical faciliXes o Power, water, & Infrastructure o Diversified economy o ROI & Business opportuniXes o Manufacturing o Financial, business best pracXces o Tax, Legal, JusXce system o CorrupXon index o Media o ConnecXvity o Transport o Job security, pension
ECOWAS
AU
UN & Global Community
Diaspora
Global Media
Nigerians
Global Banks RaXng agencies
Global Brands
Tourists
o Governance o Safety & Security o PoliXcal freedom o Track record o Culture, Art & Heritage o People o SporXng ability o Tourism & Conferences o Natural beauty & Environment o Living, working condiXons o Retail presence o Medical faciliXes o Power, water, & Infrastructure o Diversified economy o ROI & Business opportuniXes o Manufacturing o Financial, business best pracXces o Tax, Legal, JusXce system o CorrupXon index o Media o ConnecXvity o Transport o Job security, pension
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KEY NATION BRAND OBSERVATIONS
HKLM BUSINESS LEADERS’ FORUM
Na[ons are no different to commercial brands – Figh[ng for share in a global market with 195 compe[tors! A na[on’s image is based primarily on percep[ons. Percep[ons need to managed – Lea to evolve themselves will typically produce an undesireable result. Na[on branding requires a mul[level strategy to adddress different stakeholders’ requirements with a promise being created and delivered. Na[on branding is not solely a communica[on campaign run in global media -‐ Awareness alone is insufficient. Individuals, small businesses and large organisa[ons are integral to the branding development of a na[on – Values, culture, integrity, agtude and performance are human characteris[cs. Poor governance and leadership are the breeding ground for a failed, uncaring state.
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CITY BRANDING
HKLM BUSINESS LEADERS’ FORUM
A city brand strategy is an essen[al tool in the crea[on of a successful city brand that will ahract poten[al newcomers. Successful city branding s[mulates:
1. Increased compe[[veness, resul[ng in a posi[ve impact on investment, jobs, inhabitants, visitors and events
2. Higher returns on investment in real estate, infrastructure and events; coherent city development, as the physical, social, economic and cultural aspects combine to deliver the brand promise
3. Pride in the city as inhabitants, businesses and ins[tu[ons experience a new sense of purpose and direc[on
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CITY BRANDING | AMSTERDAM REPOSITIONING
HKLM BUSINESS LEADERS’ FORUM
A clear city brand helps inhabitants as well as people elsewhere to understand a city’s character. For example: 1. a brand can help to establish a new image for the city, by highligh[ng the city’s vision for the
future;
2. or a brand can confirm a city’s exis[ng image, strengthening the posiXve points, and distrac[ng from any nega[ve points, even poten[ally allevia[ng them.
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CITY BRANDING MODEL
HKLM BUSINESS LEADERS’ FORUM
THE PRESENCE Interna[onal status and
standing
THE POTENTIAL Economic & Educa[onal
opportuni[es.
THE PEOPLE Disposi[on e.g. warm & friendly as well as safety
THE PREREQUISITES Public ameni[es, ease of living
THE PULSE The vibrancy of the urban lifestyle
THE PLACE Physical aspects of
the city.
CITY BRAND
The City Brand Hexagon – Simon Anholt
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CITY BRANDING | SMART CITIES
HKLM BUSINESS LEADERS’ FORUM
Smart ci[es -‐ broad defini[on: use informa[on and communica[on technologies (ICT) to be more intelligent and efficient in the use of resources, resul[ng in: 1. cost and energy savings 2. improved service delivery and 3. quality of life, and 4. reduced environmental footprint.
Smart ci[es of the future will find ways to incenXvize and enable private sector innovaXon and local economic growth.
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CITY REPOSITIONING | MELBOURNE
HKLM BUSINESS LEADERS’ FORUM
“The ‘M’ design will become an icon for Melbourne, synonymous with the modern, vibrant, cool city Melbourne is today and will con[nue to be in the future.
“The new iden[ty will deliver more impact, be stronger, more flexible and reduce confusion as to who is delivering services. It will build greater long term iden[fica[on and align with best prac[ce around the world.”
“The new brand is strong and leading edge and will be instantly recognised as belonging to the City of Melbourne.”
Lord Mayor Robert Doyle, City of Melbourne
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LAGOS | CHANGING PERCEPTIONS
HKLM BUSINESS LEADERS’ FORUM
Since 2005 when Simon Anholt published the City Brand Index indica[ng that the interna[onal percep[on of Lagos was that of a totally corrupt city, things have and con[nue to change. From 2007 – 2015, Lagos State and Lagos City underwent drama[c transforma[on – Real change is visible. Reposi[oning: Maintenance of momentum is crucial. A renewed vision and plan for the next 20 years will need to be put in place that provides a framework to build a strong iden[ty and ethic. This will require a strategic shia and a unifica[on of state, city, communi[es and business.
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CITY BRANDING | LAGOS – RENEWED VISON, CLEAR PLAN
HKLM BUSINESS LEADERS’ FORUM
McKinsey Insight: Nigeria, and specifically Lagos, has a young and rapidly growing popula[on and an advantageous geographic loca[on in West Africa, which enables trade within the con[nent, as well as with Europe and North and South America. A clear vision can promote these posi[ve ahributes and demonstrate Nigerian’s innova[on through collabora[ng across the various stakeholders to alleviate poverty, overcrowding, transporta[on conges[on and expense as well as high food prices.
31 HKLM BUSINESS LEADERS’ FORUM
BRANDING LAGOS | RENEWED VISION, CLEAR PLAN
THE PRESENCE Interna[onal interest
THE POTENTIAL Economic opportuni[es
THE PEOPLE Warm, friendly
THE PREREQUISITES Living condi[ons upgraded
THE PULSE Vibrant and growing
THE PLACE Modern, big city
LAGOS
33
Ci[es are engaging in marke[ng and branding to improve their image and posiXon themselves on the internaXonal scene.
As city branding has become a key urban development tool, city developers are faced with a mul[tude of new ques[ons:
1. What is a city brand? 2. How should it be developed and with whom? 3. Which communica[on tools should be used? 4. How should the brand be managed?
Mul[ple stakeholders building towards a singular vision for the City of Cape Town
INTEGRATED BRANDING EFFORT
37
INTRODUCTION
Who am I? o Femi Ayeni o Media Entrepreneur o CEO/Founder Ul[ma Limited UlXma Limited o West Africa’s largest media produc[on and broadcas[ng company, currently
responsible for some of the most popular content on Nigerian and West African television.
40
Nigeria’s first purpose-‐built studio, located in a choice area, with addi[onal space to accommodate more studios.
ULTIMA STUDIOS
Biggest of its kind in Nigeria and West Africa.
42
How has Ul[ma Limited impacted the Nigerian Economy:
o Employment o Wealth Crea[on o Educa[ng and entertaining TV viewers across West Africa o Taxes o Customer to the Large Industries
ULTIMA LIMITED AND THE NIGERIAN ECONOMY
43
ULTIMA LIMITED AND THE NIGERIAN ECONOMY
Conclusion o Ul[ma Limited is just one of many SMEs who go through industry-‐specific
challenges and yet con[nue to thrive o SMEs are the bedrock of the na[on’s growth o The emergence of more entrepreneurs will cause further growth and help
Nigeria remain Africa’s most powerful na[on o Entrepreneurs are the catalyst of the na[on’s economy o We drive growth o We create new markets o We create jobs o We cannot wait for the anyone to do things – It is up to us to make things
happen