1 month ago
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In a erstwhile nonfiction I wrote successful 2020 titled ‘A planetary marque positioning strategy for Nigeria,’ I argued that Nigeria was not conscionable the largest state successful Africa with a colonisation of implicit 200 cardinal people, it besides has a larger percent of arable onshore (33 percent) than immoderate different state successful Africa. With this advantage, I added that Nigeria could go the Food Basket of Africa.
It was Alfred Paul Ries (1926 – 2022), the foremost American selling nonrecreational and author, who taught maine the secrets of gathering palmy planetary brands and helium told maine that Nigeria tin go an economical powerfulness successful the world, citing Singapore and China arsenic lawsuit studies.
Al Ries was the cofounder and president of the Atlanta-based consulting firm, Ries & Ries with his spouse and daughter, Laura Ries. They visited Nigeria successful the past, and their steadfast consults for Fortune 500 companies.
Ries, who passed distant connected October 7, 2022 – 5 weeks earlier his 96th day connected November 14, 2022 – inspired maine to constitute my adjacent book. Before becoming the king of planetary advertizing and selling strategy, Ries had a grade successful mathematics from DePauw University, a backstage assemblage successful Greencastle, Indiana, USA.
Al, successful his emails to me, ever connected the dots linking nationalist relations, selling and advertising. In an interrogation Shola Oshunkeye, steadfast of Crest online paper and I conducted with Al, we asked him however nations summation prosperity. Al said the reply to the question was successful the book, ‘The Wealth of Nations’ written by Adam Smith successful 1776, which helium called the champion publication connected the subject.
Al wrote: “The part of labour leads to specialization, expertise, dexterity, and machinery, thereby producing greater wealth.
“But determination is simply a limit. As it is the powerfulness of exchanging that gives juncture to the part of labor, truthful the grade of this part indispensable ever beryllium constricted by the grade of the market. In different words, it is specialization that produces wealthiness and the grade of specialization is constricted by the size of the market.
“That’s wherefore larger countries are economically much palmy than smaller countries. That’s wherefore America, the largest state successful South and North America, is besides the astir palmy state successful South and North America. And Germany, the largest state successful Europe, is besides the astir palmy state successful Europe.
“But determination is simply a solution to the occupation of size. It involves selling your brands to the satellite alternatively of conscionable your ain country.” In plain language, Al simply said a state doesn’t get affluent by selling things to each other; a state gets affluent by selling things to radical successful different countries.
The cardinal connection present is that Nigeria, being the largest state successful Africa, tin besides go the astir palmy state successful Africa. Based connected disposable data, it is evident that we can, and it is possible. That’s wherever I stand, but we indispensable beryllium acceptable to bash the “right things” done a sincere and transformational enactment crossed each tiers of government.
Framing our “success” arsenic the elephantine of Africa tin beryllium seen successful varying contexts. Two examples would suffice: a.) what makes Nigeria a peculiar spot successful the world, and b.) showcase our economical potentials that tin pull investors.
Using the supra contexts, we tin renew conversations astir Nigeria’s “huge economical potential” and bash thing astir it, particularly successful presumption of PR opportunities, e.g. selling our strategical positioning arsenic the “Greenest Nation successful Africa” created by Al Ries. Our earthy endowments successful agriculture and tourism formed the ground of the positioning statement. It is God’s doing and it is marvelous successful our eyes.
Indeed, Nigeria has a batch of “goodies” successful the handbasket to connection the satellite arsenic we people 65 years of nationhood. The overarching branding strategy indispensable absorption connected leveraging the nation’s divers taste nuances and economical strengths portion adapting to integer translation and user preferences similar sustainability and personalisation.
Key components of the strategy should see our cultivation vantage (leverage Nigeria’s important arable onshore to make planetary nutrient brands by focusing connected 1 class astatine a time); taste authenticity (use storytelling and affectional entreaty to link with divers audiences, highlighting Nigerian creativity, resilience, and section heritage), and demographic vantage (engage the tech-savvy younker demographic by prioritising integer selling and online lawsuit experiences).
It is besides important to recognize our divers user behaviour by analysing the circumstantial needs, taste nuances and determination preferences wrong Nigeria’s ample colonisation to conception and people consumers effectively.
By conducting a thorough competitory analysis, we ca...
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