AIRTEL's Advert Starring Lateef Adedimeji and Mama Rainbow Is Marvellous

There is an element of gambling in coming up with advertisements. Every serious advert must imbibe the five fundamental principles of advertising: Attention, Interest, Desire, Conviction, and Action. Even when the Creative Departments of advertising agencies come up with an advertisement for a client, it still remains a gamble, in the sense that it may strike a great chord with the target audience, or it may not really popularity. Adverts can be likened to newly published novels or newly released movies. After the novel is out, the author and publisher will fervently pray that it becomes a bestseller. Elechi Amadi, in an interview, confessed that he never knew that his novel, The Concubine, would become a bestseller, when he was writing it. He referred to it as “a lucky stride.”

Not too long ago, a leading telecommunication network in Nigeria and Sub-saharan Africa, Airtel comes up with an advert, starring a veteran Nollywood actress, Idowu Phillips aka Mama Rainbow, and a fast-rising Nollywood actor, Lateef Adedimeji. The advert is aimed at revealing a liberal data/subscription plan which Airtel has rolled out, which gives callers room for prolonged calls at an incredibly affordable rate. In the advert, Mama Rainbow puts a call across to her ‘son’, Lateef Adedimeji, profusely thanking him for sending an avalanche of gifts for her. She is visibly excited and appreciative. She bombards Lateef with a barrage of prayers, and Lateef who, at a time is sandwiched between his friends, replies: “Amen, Amen, Amen.” At a point, out of sheer curiosity over the length of the call, Lateef asks: “Mummy, what about your airtime?” Mama Rainbow responds that she enjoys a limitless airtime, thanks to her settling for Airtel network.

Regardless of the few criticisms which have greeted the advert, it is unquestionably a very successful advert, based on the research conducted by PENDROF, a branding and digital marketing agency.  Airtel got value for the money spent on the advert. It is hugely popular. It is a classic case of “Mission Accomplished.” Despite the fact that Yoruba language was the medium of communication in the advert, even the non-Yoruba speakers across the length and breadth of the country love the advert. It has also tremendously boosted Lateef and Mama Rainbow’s profiles, apart from their smiling to the bank for starring in the advert. Definitely, Nigerian advertising agencies must have learnt one or two useful advertising lessons from the advert.

For the branding of your company and first-class and affordable digital marketing services, call PENDROF on +2348038341039. EMail: pendrofmedia@gmail.com.

Dr Olusola Oso

Founder/CEO, PENDROF.

Management of Crises is Integral to Branding: Learning From Uber's 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 1^st 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 19^th, 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

Founder/CEO, PENDROF.

The Spread of DHL in Lagos & Other Parts of Nigeria

DHL, a courier company founded in the USA in 1969 by Dalsey, Hillblom, and Lynn has witnessed such a phenomenal growth that will make other brands green with envy.  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 nerve center of Nigeria, DHL outlets are springing up in every nook and cranny. Within 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. It has also maintained its brand colour of red and yellow over the years. Needless to say, regular changing of brand colours can adversely affect the brand of a company. The vehicles and motor cycles which they employ in the course of their deliveries are in very 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' destinations 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

Founder/CEO, PENDROF

How Google Becomes A Global Brand

Google’s phenomenal success as a globally-acclaimed search engine did not come on a platter of gold. As a matter of fact, when they started, Google’s co-founders, Larry Page and Sergey Brin weren’t sure how their site would make money. It reminds us of how celebrated African novelist, Chinua Achebe wasn’t sure he had written a bestselling novel upon the completion of his magnus opus, Things Fall Apart.

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.
In order to make your brand a global brand, appropriate branding strategies must be devised. For a first class and affordable branding and digital marketing services to your company or business, contact PENDROF on: +2348038341039. E Mail: info@pendrof.com. Thanks.

Digital Marketing Can Boost Your Businesses

Is your company or business not making sufficient profits? Are you finding it difficult to distinguish your business from the pack? Branding and digital marketing can make the difference.
At PENDROF, we offer you a first class and affordable branding and digital marketing services such as Search Engine Optimization, E Mail Marketing, Social Media Marketing, etc.
Call us on: +2348038341039. E Mail: info@pendrof.com. Website: www.pendrof.com.

Patronise Pendrof For Your Branding and Digital Marketing Services

ABOUT US

Pendrof is a full-service branding and digital marketing agency providing innovating branding services and web marketing solutions to businesses, companies, and brands across the globe. We offer a first-rate branding and digital marketing strategy to every client, whether small, medium, or large across the world. We are experts in helping emerging brands to position and grow, and established brands to stand out. We offer a wide spectrum of digital marketing services such as Search Engine Optimization, Website Design, Website Development, Brand Identity Development, Content Marketing, Social Media Marketing, Email Marketing, Pay Per Click (PPC) Management, Logo Design, Signage and Digital Marketing Training.

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Pendrof parades a team of experienced, competent, talented, creative and result-driven digital marketing and branding experts; a team with excellent qualifications and experience in various niche areas in the digital marketing industry.

SERVICES

BRANDING

 Your brand tells the world who you are. Brands provide focus in our today’s chaotic, unpredictable, and highly competitive world. We offer creative and strategic branding solutions for individuals, businesses, corporate bodies, and organisations that give your brands unique identities and ultimately increase your revenue and visibility. We are experts in brand management and brand marketing. We help our customers create and build powerful and meaningful brand identities, with branding and messaging that appeals to their specific audience. We design the brand; we turn the brand into an experience; and we communicate the brand’s story. Brand Design, Brand Development, Brand Evaluation, Brand Management, and Brand Positioning are branding services our team of experts can handle effectively for you.

SEARCH ENGINE OPTIMIZATION

Through careful keyword research and genius-level practices, we can help you achieve high rankings in the major search engines. We can improve the quality and quantity of traffic to your website, all geared towards helping our clients to gain and leverage their competitive edge.

WEBSITE DESIGN AND DEVELOPMENT

With millions of websites on the internet, the internet has become maddeningly competitive. We design and develop impressive, mobile-optimized websites that drive the growth of our clients’ businesses and guarantee a superior Return On Investment (ROI).

CONTENT MARKETING

Content is the King! Find out how we can help your company to create and distribute valuable, relevant, and consistent contents that attract and retain your target customers and the right audience, engage interested buyers, and promote your brands and businesses across the globe. Your contents will be distributed across all digital channels.

SOCIAL MEDIA MARKETING

If you’re not speaking directly to your audience through social platforms, you’re seriously missing out! Learn how Pendrof can help you create and share great content on social media networks in order to make your brand outperform its competitors and get the right message in front of your desired audience.

INFLUENCER MARKETING

Pendrof’s unique approach to influencer marketing can help you identify individuals who create high-impact conversations with your target audience. We orient marketing activities around these influencers to make your brand outstanding.

SIGNAGE

We offer signage solutions for businesses, construction companies, architects, etc., looking for quality and unique signs.

LOGO DESIGN

We provide for companies and businesses a custom logo that will keep your brand top of the mind.

TRAINING

Pendrof Is a specialist training organization, offering courses in Digital Marketing, Digital Services, and Digital Technologies to interested individuals, corporate bodies, and organizations. Our training exposes you to the basic skills of digital marketing, and train you to become a digital marketing expert.
Both online and offline trainings are available.

For details, call us on +2348038341039 or Send Email to: info@pendrof.com.

PENDROF Can Effectively Handle Your Branding & Digital Marketing Services

PENDROF creates and manages programmatic and data-driven campaigns to help you reach the right customers, tell the right stories and get the right results.

We offer a wide range of Branding and Digital Marketing Services such as Brand Management, Search Engine Optimization, E Mail Marketing, Social Media Marketing, Content Marketing, Digital Marketing Training, etc.

Our services are first class and our charges are incredibly affordable.

Contact PENDROF on: +2348038341039. E Mail: pendrofmedia@gmail.com. Website: www.pendrof.com.

Welcome to Pendrof Blog: When There Is Contradiction Between Brand Visual a...

Welcome to Pendrof Blog: When There Is Contradiction Between Brand Visual a...: Ideally, in branding, there must be synergy and congruence between the visual and the verbal communication of a brand. In other words, the...

When There Is Contradiction Between Brand Visual and Verbal Communication

Ideally, in branding, there must be synergy and congruence between the visual and the verbal communication of a brand. In other words, the brand logo must not in any way contradict your brand communication. The more the reason why logo design must be handled by experts. Poorly designed logos automatically send wrong signals about your brand. Lamentably, many SMEs do not take the pains to have professionally designed logos. Another post fr another day!

It is not unusual for a contradiction to exist between the visual and the verbal communication of a brand. When this happens, it becomes a crisis which must be fixed with an immediate effect. The golden rule is that when the contradiction happens, the visual will always supersede the verbal.

A classic case study of this happened many years ago to a dental clinic, CLINICAL DENTAL SAN MARCELINO, in the USA. The clinic's initial logo was discernibly erotic. This certainly does not befit such a noble profession: dentistry. It resulted in a low patronage for the ambitious clinic. The clinic responded to this disturbing development by coming up with a new logo which has the design of enamel, and the catchy wordings: KEEP YOUR TEETH IN TUNE. Since the change of the logo, the clinic has enjoyed an impressive patronage.
The import of this case study is that branding is of utmost importance to companies and businesses. It is not enough to assemble quality staff and operate in a conducive environment. The brand communication must be got right!
In summary, you must make sure your verbal communication aligns with your visual communication.

For your first class and affordable Branding and Digital Marketing Services, call PENDROF on: +2348038341039. E Mail: pendrofmedia@gmail.com. Website: www.pendrof.com.

Dr Olusola Oso
Founder/CEO, PENDROF.