Position Kenya to boost foreign exchange earnings
A country can be competitively positioned by building upon the unique and hard to replicate attributes.… Read More Position Kenya to boost foreign exchange earnings
Author: Joe Otin
CEO of The Collective digital ad agency, Board Member of WWF-Kenya, Chairman of the Advertising Standards Board of Kenya, Rotary International Representative to UN Environment, and Past District Governor of Rotary District 9212 in the Horn of Africa.
True brand building is needed to win a price war
Bold advertising builds brands that can withstand price wars and it takes a single minded approach to create great campaigns.… Read More True brand building is needed to win a price war
Use advertising in the War on Drugs to reduce demand
In the 80’s and 90’s Nancy Regan championed the Just Say No campaign from insights gathered over the years. Kenyan authorities can borrow a leaf from her efforts.… Read More Use advertising in the War on Drugs to reduce demand
Celebrity endorsements are costly but with good return-on-investment
One of the things about highly competitive market segments is that brands tend to use the concept of ‘monkey see, monkey do’, in that they follow similar strategies for visibility, brand appeal and sales. The incremental one percent in advertising share doesn’t shift the needle even though it represents a substantial investment. To drive differentiation,… Read More Celebrity endorsements are costly but with good return-on-investment
Branding a multicultural organization depends on universal truths
During the ‘cola wars’ between Coke & Pepsi in the eighties, Pepsi launched a campaign dubbed ‘the choice of a new generation’. Unfortunately when translated to Chinese the same campaign tagline said ‘bring your ancestors back from the dead with Pepsi’. History is full of stories that highlight the challenges international brands face when creating… Read More Branding a multicultural organization depends on universal truths
Joe Otin 