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Brands, Marketing ... and Oyeyemi's Killer Instinct [opinion](AllAfrica Via Acquire Media NewsEdge) AN exhaustive book on marketing finally berths in Nigeria with a touch of mastery and, well, likely controversy. And when it is formally presented to industry professionals in Lagos this evening, its author, Kola Oyeyemi, would have assumed the role of the brands and marketing industry mouthpiece that chooses to debunk myths, clarify meanings and strip away the ambiguities that often surround issues in this consumer-driven sector. At the disposal of the author are 175 pages of riveting accounts of marketing trends that set forth the perspective that an afro-centric book of this type is a desirable tool to challenge the assertion that accessing marketing data is a near impossible exercise in most part of Africa. In 26 chapters and an epilogue, borne largely out of the writer's research and personal industry experience of about 23 years, Kill or get killed: The marketing killer instinct distinguishes itself with focus and narrative style. The huge Nigerian marketing landscape, where mega brands, strugglers and pretenders battle daily for relevance and market share, as well as the economic exigencies that shape their operations, are the focus in Oyeyemi's book. How impressive that this beautifully crafted narrative came largely out of the numerous hours in the frustrating Lagos traffic, where the writer found himself on his way to and from work. If it won't take this credit for totally blazing the trail in this field of home-grown brands and marketing discourse, for Muyiwa Kayode's Seven Dimensions of Branding toed that line before it, Kill or get killed however claims a first with its scope and delivery. This is essentially the story of the Nigerian and, to a very useful extent, of popular African brands, in a case-study template. But it is also the story of the marketing communication industry and the theories around the concepts and ideas that have proven successful, for which the reader can ultimately learn. However, it was thoughtful of the writer to make a few useful clarifications about his intention: One, he seeks not to be professorial. This isn't about academic precision but practical guides and steps into the heart of theories that can assist in brand building and achieve excellent marketing communication result. But more importantly, application of marketing principles, which may be global or universal in outlook, according to the author, requires that local knowledge and sensitivities be taken into consideration. This is where this book fills the gap. And so, in encountering popular brands across telecommunications, brewery, food and confectionaries and even media and advertising agencies, the author is only fulfilling his aspirations for a detailed and fascinating examination of the trends that have shaped the rise or fall of many a brand in the past few decades. Poignant are his style and submissions in highlighting the emotional connection of African consumers in identifying with brands and consumer products or in admonishing brand managers on rules that are germane to success and satisfaction. Often, the reader encounters the tutor and the theorist in Oyeyemi, particularly in Chapter 5: Differentiation In the age of Commoditization, where he posits on the three opportunities available to a smart marketer to achieve differentiation - "Go to market strategy; Route to market strategy and Excellent market care". The examples he gave for each submission are instructive and serve as hallmark for the book's useful potential for research and learning. Marketing, in Oyeyemi's theory, is warfare made up of several battles. And he ensures that the book is most faithful to its title in the copious case studies of several battles involving big brands in the milk, stout and telecommunications sectors, as enumerated in Chapter 8: Here Comes the Challengers: New battles, new wars, unusual strategies. He starts off by providing good news to potential newcomers, highlighting how young and daring brands can challenge the norm, redefine the competitive landscape and change the rules of war. But he would not rush to his seeming destination, which is to show with insight and illustrations, some of the most ferocious battles of the big brands that have redefined the consumer marketing landscape in Nigeria over the years. The drums of brand wars would reverberate almost throughout this intriguing book. And how unbiased the writer can stay is evidently stretched to the limit in the areas where he discusses the battles involving MTN Nigeria, where Oyeyemi works as the General Manager, Consumer Marketing. If he would cleverly escape accusations of betraying his interest, and indeed, prejudice, he manages to replace venom with privileged information which nevertheless opens itself to objective interrogation of issues. From Chapter 8 where he discusses Etisalat versus MTN over the issue of the former's alleged desperation to rise to Number Two position by frontally engaging MTN, up to Chapter 18, where he revisits the ferocious war between the same Etisalat and MTN over mobile number portability. Oyeyemi makes some of the most audacious revelations that may rock the industry for some time to come. An attempt to rub it in is gleaned when he summarizes the import of the lesson of that portability war by stating that "brand managers must change their casual approaches to talents engaged in brand marketing and marketing communication advertising productions." That might be Oyeyemi at his punchy, perhaps caustic best. But the reader will still see his analytical mien in his discourse on the other brand wars that have redefined marketing communications. The milk war - Promasidor's Cowbell versus WAMCO's Peak Milk; The war of the stouts - Legend extra stout versus Guinness FES and The detergent war - P & G's Ariel versus Unilever's Omo are expository reading beyond newspaper analyses that rely mainly on contrived releases from brand managers. With the brand wars come more pages, particularly in chapters 8 and 18, a noticeable trait considering that almost all the other chapters are two or three pages, perhaps to give room for easy reading. And nowhere is the author seen well as a researcher, a diarist and an analyst in those chapters. Measured and elevated language is employed throughout and this is one book that informs and edifies, whether it is discussing the future of the media and advertising or the extent that an agency can go in winning a pitch with MTN. When the writer postulates for example that a compelling and relevant value proposition package is what successful brands are built upon, he does so on the solid pedestal of experience and track record, making the book, in a way, a testimonial of the author's trajectory across industries. In writing this important book, therefore, Oyeyemi has raised the bar in the literature on marketing communications in the sense that his' is wholesome and directly useful for the Nigerian and African environment. With it, he is invariably educating a large populace while also giving useful nuggets to professionals in his industry. In so doing, he has fulfilled two roles - stirring the hornets net with a narrative that can be as revealing as it can be disturbing. And also confidently wearing the toga of a writer that is assured in his literary style and expertise in his subject matter. Ayorinde, a journalist and media consultant, is the CEO of Relentless Media. Title: Kill Or Get Killed: The Marketing Killer Instinct Author: Kola Oyeyemi Publisher: TP House, Dallas, Texas (2004) Reviewer: Steve Ayorinde Copyright The Guardian. Distributed by AllAfrica Global Media (allAfrica.com). |