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  • Storyliving, the future of brand communication

    Storyliving, the future of brand communication

    • By Olakunle Yusuf

    Traditionally, brands relied on storytelling to convey their messages. A well-crafted narrative, backed by compelling visuals and emotional appeal, could create a connection between the brand and the consumer. However, this approach has its limitations. In an age of information overload, consumers are becoming more discerning, and the saturation of marketing messages has made it increasingly challenging to stand out.

    This is where the concept of storyliving comes into play. Rather than passively consuming a brand’s narrative, consumers now seek immersive experiences that allow them to participate in the brand’s story actively. Storyliving is about creating a dynamic, interactive relationship between the brand and the consumer, where the brand’s values, purpose, and products become an integral part of the consumer’s life. In this article, we’ll explore the concept of Storyliving and its role in the future of brand communication while also drawing insights from the world of family businesses.

    The most inspired brands in the modern market are the ones that not only tell their stories through tried-and-true channels but live them in ways that allow modern consumers to see them prove their commitment to what they believe in and participate as a result.

    This concept is at the heart of what we now call “Storyliving.” Storyliving is modernised storytelling where a company enables consumers to experience its brand narrative.

    Some people refer to this as a brand’s DNA versus what they do or sell.

    Read Also: Oil and Gas Integrity Forum hails NUPRC, Komolafe for driving PIA success

    We talk a lot about storytelling, but what if we moved beyond merely sharing our narratives to creating immersive, engaging experiences that allow people around us to feel like they’re living the story with us?

    What is storyliving?

    Storyliving is the art of making your brand narrative dynamic and interactive, inviting your audience to step into your world and experience your journey alongside you. Instead of just reading about your achievements or aspirations, your audience becomes emotionally invested and feels like an active participant in your story. Essentially, it is when you don’t just tell a story but take action of some kind. I believe storyliving can be an interesting way to enhance personal brand’s authenticity.

    From talking at to conversing with

    To establish brand trust, it is important to engage with consumers in a meaningful way. This approach, known as storyliving, goes beyond simply explaining the why behind a brand’s actions. With the average user being over-exposed to thousands of marketing messages a day, it’s important to cut through the noise and avoid aggressive sales tactics. Instead, creating a dialogue and fostering consumer engagement is key to driving conversions and building trust.

    Listening and partnering

    When analyzing the purchasing patterns of the younger generations, it is evident that as consumers they prefer investing their money in experiences rather than material possessions. This presents an opportunity for brands that provide value-driven experiences to effectively communicate their story while simultaneously interacting with consumers. However, the question remains: How does one initiate this conversation?

    If you want to connect better with your target audience, start by talking to them and understanding what excites them. As an example, instead of relying on older individuals to communicate with Gen-Z individuals, involve young and influential members of their community who share your brand values. These individuals can represent your company and engage their peers naturally and authentically, leading to more meaningful conversations. Such connections can turn customers into loyal advocates, who not only support your product but also promote your brand’s values and mission. With the established emotional connections, it becomes easier to consistently engage with the community and build friendly relationships.

    Brand managers have access to various tools for effective Storyliving. Some of these are interactive content: Create content that encourages consumers to actively engage with your brand. This can be achieved through gamification, interactive websites, or social media challenges. Encourage consumers to become co-creators of your brand’s story. One example could be an interactive online or in-person treasure hunt that spans multiple locations or digital platforms. Participants must follow clues related to your brand’s story, values, or products to uncover hidden rewards or exclusive content. This not only engages your audience but also encourages them to explore and learn more about your brand.

    •  Experiential Marketing: Develop immersive brand experiences, such as pop-up stores, interactive events, or virtual reality campaigns. These experiences allow consumers to “live” your brand and create lasting memories. Imagine a virtual pop-up store or event accessible through VR headsets. This immersive experience can allow consumers to explore your brand’s world, interact with products, and even meet virtual brand ambassadors or characters. It’s an innovative way to bring your brand to life in the digital realm.

    • Community Building: Foster a sense of belonging among your audience. Encourage them to share their experiences and stories related to your brand. User-generated content can be a powerful tool in building a vibrant brand community. Like an exclusive storytelling dinner party where each course or dish represents a chapter in your brand’s story, and participants are encouraged to tell their similar experiences or come up with solutions at different crossroads of the brand’s history.

    • Consistent Messaging: Ensure that your brand’s narrative is consistent across all touch points, from social media posts to in-store experiences. Consistency reinforces the immersive nature of your brand’s story. For instance, consider the use of fictional characters or brand ambassadors who engage with your audience via social media or chatbots. These characters can possess unique personalities and stories, which can contribute to a more cohesive and personalized online image for your brand.

    Case Studies in Storyliving

    Several brands have successfully used Storyliving in their communication strategies. Here are some famous examples:

    Nike: Nike offers interactive training apps and gamified challenges that help customers engage with the world of sports and fitness, making the brand an essential part of their active lifestyles. Additionally, Nike has built fully accessible, free training centres, such as the one located in Tokyo.

    Disney: Disney’s theme parks and immersive movie experiences allow visitors to fully immerse themselves in the magic of Disney stories. Rather than simply watching the stories unfold, visitors can live out their favorite tales. In addition, Disney has expanded its offerings to include a real estate branch known as Storyliving by Disney. This innovative venture will sell homes in community centers that reflect the Disney culture, providing an opportunity for people to experience the magic of Disney in their everyday lives.

    Red Bull: Red Bull’s extreme sports events and captivating content provide consumers with a glimpse of the adrenaline-fueled lifestyle that is synonymous with the brand. This turns them into active participants in the Red Bull experience. The annual Red Bull Air Race World Championship, which was officially launched in 2003, has gained global recognition as one of the most thrilling motorsport series in the world.

    Immersive Narratives and Family Businesses

    Having a well-defined vision is crucial for family businesses as it serves as a foundation for aligning goals across multiple generations and making important decisions. Therefore, Storyliving is a particularly valuable approach for Family Enterprises as it creates internal and external cohesiveness. At Above Media Limited, we are early adopters of this philosophy, constantly cultivating and communicating our values as a company.

    We believe that engaging consumers with immersive narratives that foster deeper connections is key to building meaningful relationships and ensuring the long-term success of your brand. Embrace the shift from storytelling to Storyliving, and watch your brand come to life in the hearts and minds of your audience.

    •Yusuf is Lead Consultant at Above Media

  • Brand unveils new TV commercial

    Premium lager, Guilder, has unveiled a new Television Commercial (TVC), aimed at inspiring, engaging and encouraging Nigerians to continue to celebrate the small wins on their quest for success. The new commercial is hinged on Gulder’s redefined positioning tagged: “Own Your Journey”, which was launched last January. The 60 seconds TVC features a young ambitious man, who is striving to become successful in his career. He is being discouraged by family and friends, but despite the odds, he not only pushes through and achieves great success, but he celebrates the priceless moments along the way over cold bottles of Gulder.

    Read Also: Larger beer war deepens as Gulder rebrands

    Speaking on the launch of the TVC, Brand Manager, Gulder, Kolawole Akintimehin said, “We believe it is a really nice time to be talking about owning and celebrating every level in our personal journeys.

    As a brand, we want to help our consumers own and celebrate all the spheres of their endeavors. The new TVC embodies the type of message Gulder wants to engrave in the heart of every young Nigerian, and we hope to inspire and encourage as many people as possible.”

  • El-Rufai: PDP is destroyed as a brand

    El-Rufai: PDP is destroyed as a brand

    Kaduna State Governor Nasir El-Rufai has said the Peoples Democratic Party (PDP) has been annihilated as a brand.

    The governor was confident that the Asiwaju Bola Tinubu reconciliation committee would resolve the crises within the All Progressives Congress (APC) and the party would come out stronger.

    He spoke at the Al-Hikmah University, Ilorin, Kwara State, at a lecture: ‘Governing justly: Perspective from far and near with lessons for Nigeria.’

    According to El-Rufai, more misdeeds of PDP’s 15 years of misrule would come to the fore before 2019.

    He said: “APC is a miracle; we are a party that is just five years old but we are a miracle, a 21st century miracle. A party that was formed a year to the election and it ejected a party that had ruled for 16 years, is a miracle.

    “We will solve our problems and we will win the next elections, even in more states because we are capable of solving our problem while the other party is so disorganised and misinformed.”

    “The reasons why Nigerians voted out the PDP in 2015 was because they were tired, everyone could see that the country was heading towards collapse, so people voted against the PDP.

    “There must be a consistent, unwavering focus on security, peaceful co-existence and human development goals that will deliver justice to the people.”

  • Globacom wins brand of the year 

    Globacom wins brand of the year 

    Telecom giant Globacom has been adjudged as the Nigerian Brand of the Year at the Nigerian Television Authority – Integrity and Service Programme (NTA-ISP) Award.

    In the citation on Globacom, which was presented through a multi-media relay, NTA described Globacom as the “African Brand with Global Aspirations.”

    The organisers also cited Globacom as the largest data network and the first to roll out an undersea cable singlehandedly and  a 4 GLTE network in 33 locations across the country, lapping up millions of subscribers for its data services.

    Globacom said resilience and commitment to vision backed by enormous and consistent innovation were responsible for its successes.

    The award which was received o behalf of Globacom by Mr. Mansur Opakunle, a senior officer in the Public Sector Department.

    Other senior  Globacom  officials at the event included Mrs. Justina Abdulateef of Public Sector and Mr. Sola Mogaji of the Marketing Communications Department.

  • Aboliki balm : Nigerian brand gone global

    A hot balm being hawked on the streets, Aboliki Balm, has never appeared on any advert. The product is an awesome representation of what a brand should be. It thrives on consumer experience and a wide distribution network. The product is used to temporarily relieve minor pains. It is also used for the relief of flu. The brand has been awarded by European Society for Quality Research, Institute For Government & Leadership Technology, West African Direct Marketing Award, and West African Corporate Achievement Award.

    The ointment is manufactured and distributed  by J. C. Udeozor Global industries Ltd. The company’s head office is in Iduowinna, Edo State and it has an international office in Nottingham, United Kingdom. With a unique service proposition of ensuring “healthy muscles”, combined with minimalist branding, the product is being sold in Europe, North America and some other parts of the world.

    A consumer based in Europe, Afrilaskan Jules, who got Aboliki Balm from Amazon, said: “It works wonders”. In his testimonial to the product, he said:”I put it on my feet at night to get rid of a cold and on my muscles when they are sore. It works so good”.

    But some users of the balm have also complained about the intense heat it generates on the skin.

    A user who gave his name simply as John said when the balm strayed into his a larceration on his skin,  he saw hell.

    1. C. Udeozor Global industries Ltd has demonstrated that a brand is just a great product; a product that meets the consumers’ needs and translates to a wonderful experience. The company has also metamorphosed into a corporate multinational with competence in marketing and distribution.
  • Chivita, Hollandia drive most innovative brand

    Chivita, Hollandia drive most innovative brand

    Every year, companies strive to be more innovative through     exploration of new challenges and uncovering opportunities to create more value.

    By being innovative, brands continually seek ways to reinvent themselves, propel growth and achieve market leadership.

    This was showcased at the Top 50 Brands Nigeria Awards, which recently held in Lagos.

    Innovative product offerings by Chi Limited such as Chivita – its fruit  juices and Hollandia, its dairy, ensured the firm was recognised among the Top 50 Brands and honoured as the most innovative brand in Nigeria.

    Renowned for continually enhancing existing brands, creating new product categories and effectively building emotional connection with consumers around them, the brand’s success story at the awards was driven by a desire to churn out innovative products like Chivita and Hollandia that are benchmarks and definitive standards in their respective categories.

    Deploying specific criteria including brand popularity, category leadership, innovation, national spread, corporate social responsibility (CSR) and online engagement to measure brands. The Top 50 Brand Award evaluated and celebrated top corporate brands that have consistently maintained leadership position in their categories, living up to their promises, and have become a part of the popular culture, attracting powerful visual cue that evoked emotion from consumers.

    Speaking on the awards, Chief Executive Officer, Top 50 Brands Nigeria, Taiwo Oluboyede, said with the volume of competition that businesses face it has never been more important for brands to stand out through innovation as well as develop a unique identity and value proposition through strategic branding.

    “The brands honoured at this year’s edition of the Top 50 Brand Nigeria Awards have transcended their product/services categories and mean much more to the consumers. Specifically, Chivita and Hollandia have been outstanding in this regard through a consistent delivery of innovative product variants that have become household names in Nigeria,” he said.

    He added:“The recognition among the Top 50 Brands and the Most Innovative Brands Award for Chi Limited is part of the outcome of a painstaking year-long brand research, which reviewed the brands’ performance, classification and rating.”

    Chi Limited Managing Director, Mr. Deepanjan Roy, expressed delight at the recognition and commended the organisers for creating an invaluable platform for celebrating brands that are at the forefront of their respective segments.

    “For us at Chi Limited, these awards will inspire us on our journey of innovation-driven success. We are passionate about our brands like Chivita and Hollandia and the strategic innovations that ensure a competitive advantage that places us second to none. We will remain steadfast in our commitment to healthy and superior products that add value and exceed consumer expectations,” he said.

    The Top 50 Brands Nigeria Award joins a list of recognitions the company has received in recent times. They include the “Most Innovative Fast Moving Consumer Goods (FMCG) Company’’, at the Businessday Top 25 Most Innovative Companies and Institutions in Nigeria Awards 2017 and the Best Brand Equity Awards in Juice with Chivita, and Dairy category with Hollandia at the Best Brand Equity Awards 2016 in Nigeria to recognise and honour some outstanding brands for their equity and consumer preference.

  • Allianz brand’s value hits$10.06b

    Allianz SE for the seventh year running clinched 49th place in Interbrand’s Best Global Brands ranking with brand value at $10.06 billion.

    In a statement by the company’s corporate communication officer, Lerato Kiviet, there was six per cent increase of brand value in 2017 compared to 2016.

    The statement read: “Allianz brand value now stands at USD 10.06 billion. For the seventh consecutive year, Allianz has climbed the interbrand ranking of the 100 most valuable brands in the world. Allianz started its rise with a brand value of $4.9 billion in 2010. Allianz’s 2017 growth momentum is similar to brands such as Google, SAP and Gucci, according to the study.

    “It’s better to lead change than to be led by it. We are transforming a traditional financial group into an agile company by experimenting with new technologies and ways of working. New forms of collaboration and partnerships have proven invaluable,” said Jean-Marc Pailhol, Head of Group Market Management & Distribution at Allianz SE.

  • Why we adopted House of Tara as brand, by MD

    FATE Foundation has held its second yearly FATE Alumni Conference in Lagos.

    A guest speaker Mrs. Tara Fela-Durotoye, who is the Managing Director of the House of Tara, a leading brand in the colour cosmetics industry, said she changed her brand name from Tara Orekelewa to reinforce the brand as a corporate entity, from a one-man business.

    She recalled that the name of the brand at inception was Tara Orekelewa, which she used to communicate the indigenous identity of the products and make it stand out from foreign brands.

    She said her products represent African heroines, such as Olufunmilayo Ransome-Kuti and Queen Amina of Zaria, to celebrate them in a globalised world.

    The wife of motivational speaker Fela Durotoye said  she used her personality brand with the corporate brand to give credibility to the craft.

    “I started an industry that never existed and so there was need to give the business a face,” she added.

    She, however, emphasised the need for structure, the reason she “stepped away from the House of Tara brand” to develop her personality brand, TFD.

  • Consumer behaviour threatens legacy brand Seaman’s Schnapps

    Consumer behaviour threatens legacy brand Seaman’s Schnapps

    Some legacy brands, including Schnapps, are facing consumer apathy. Olufemi Babalogbon writes that unless their producers addressed the problem, their products may soon become extinct. 

    In 1985, when Chief Akin Odunsi created Seaman’s Aromatic Schnapps, the target was “the Nigerian yuppies, who seek to impress clansmen back in the village”, according to a 1987 report by New York Times’ James Brooke.

    In the early 1980s, when Nigeria and Ghana experienced foreign exchange pressure, and there was a need to produce a local schnapps to replace the imported one in West Africa, the imported brands, such as Blankenheym & Nolet and De Kuyper, were the favourites of elders in the village.

    At inception, Seaman’s adverts targeted youths. The TV advert in 1987 ended with ‘’Seaman’s aromatic schnapps -preferred by our elders for libations”.

    This tagline was in consonance with the consumer behaviour of the yuppies who prefer to take Schnapps as a gift to the elders, who would receive the drinks, pour some as libation, and offer some prayers.

    In contrast, Schnapps is a drink for the boys in the United States; so relevant that the late 2 Pack Shakur rapped about “Dripping peppermint Schnapps, with Jackie Wilson, and Sam Cooke” in his track titled: “Thugz Mansion”. Flavoured schnapps, he meant!

    The brand and the millenials

    Seaman’s Aromatic Schnapps is a legacy brand, just like Alabukun powder. Storied as the No 1 prayer drink, Seaman’s Schnapps thrives on festivals, the tradition of using drinks for libation, and of using drinks to pray during weddings, naming, coronations, and other forms of celebration. This proposition would be successful only as long as the culture it promotes thrives.

    This year, more than half of Nigerian population is under 30, and most brands focus on them for wallet share. These youths have interests in entertainment, social drinking and culture of night-clubbing, urban culture and charismatic religious practice. Also, the elders in the village do not fancy Schnapps as a gift, except if there is a celebration. At motor parks in Lagos, where people board buses to their villages, bread-sellers get repeat purchases as bread is the common gift for the elders. These emerging consumer behaviours and lifestyles may pose some threat to the legacy brand.

    Reviving the legacy brand

    In a market, which gives large wallet share to beer and wine, Schnapps competes in the spirits category, which has the likes of McDowell being merchandised by Guinness Nigeria PLC, a company with 54 per cent share of the Strong Spirits Category.

    Beyond the rivalry in the Spirits Category, Seaman’s Schnapps will struggle to be relevant and appeal to millennials who spend so much on spirits but are rather lovers of social brands, such as Hennessey and Johnny Walker.

    A visit to various night clubs across Lagos showed that Schnapps are not being sold at these hubs of night entertainment. Gold Oark Limited has introduced some innovations, including providing Seaman’s Schnapps in handy sachets. This is successful as it gives the drink some competitive advantage and makes the product available for social drinking.

    However, the use of social media to promote the brand, and the introduction of a mobile game – Seaman’s Ayo – are not sufficient to make the brand relevant to the evolving millennial culture. The Seaman’s Ayo game, which could be downloaded via google play store or played via Seaman’s Schnapps’ facebook page, is, however, a strategic consumer-engagement initiative.  But the game has rather made the cultural age-long game, Ayo Olopon, relevant to millenials who ordinarily use mobile apps. It fails to make Seaman Schnapps relevant to the youth.

    Against the waves of culture

    The #ShareABlessing campaign of Seaman’s Schnapps uses festivals, traditional figures, aboriginal practices and traditional leaders as icons of ad messages. A key component of strategy should be the evolving culture, and not a tradition that belongs to ages past. The millenials have embraced new religious ideologies. A tongue-speaking couple would not make use of a drink for prayer. They would use a bottle of anointing oil! In Ghana, a cleric, Apostle Kwamena Ahinful, urged former President Ata Mills in the latter’s aloofness to libation at public functions.

    Wrappa, a South African brand consultancy firm, warned that legacy brands die “because of rigid marketing strategies and redundant products that did not evolve”.

    The brand communications being churned out by the manufacturer of Seaman’s Schnapps do not resonate with Nigerians.

    During Seaman’s Centenary pack launch in 2014, executives of Grand Oak Limited reportedly said: “Consumers should embrace the centenary pack as a conveyor of their prayers for Nigeria at 100”. Those words rather reinforced ritual practice and keep the potential consumers detached from the brand, an analyst said.

    The way to go

    Poju Bakare, Head of Digital at Noah’s Ark, an advertising agency based in Lagos, said Seaman’s Schnapps is going to survive, if the product evolves.

    Poju, an alumnus of Orange Academy, added: “What if they change the shape of the bottle to something fanciful? What if they make a luxury brand of Seaman’s and packaged it in a wooden box? What if they make flavoured varieties of Seaman’s schnapps?”

    Brand Strategist and Chief Executive Officer (CEO), Beacon Media & Communications, Enyinnaya Iroadum-ba, advised that the campaign for the legacy brand should be refocused on millennial culture.

    He explained: “If Seaman’s Schnapps must remain relevant in years to come, the product must be changed from being a prayer drink to an everyday drink.”

    The book titled: “The King of Drinks: Schnapps Gin from Modernity to Tradition” by Dmtri Van Den Bersselaar, a social scientist, supported  both Poju and Enyinnaya. It discusses the failure of Dutch’s Schnapps Gin in West Africa between 1980 and 2000, citing that the gin was restricted to the ritual sphere.

    The book adds: “The Dutch gin distillers and importers failed to reposition gin as a modern drink that could be consumed in a wide range of circumstances.”

    Therefore, the way to go for Seaman’s Aromatic Schnapps is to reposition it for social drinking. Perhaps we can have Seaman’s Flavoured Schnapps!

  • JCI’s Brand Master Class mentors brand enthusiasts

    The yearly Brand Master Class (BMC) of Junior Chamber International (JCI) Eko Chapter has held with Chief Leo-Stan Nnamdi Eke, chairman, Zinnox Technologies Group, and Dr. Ken Onyeali Ikpe, managing director, Zenith Optimedia, as seminarians.

    The theme of the symposium was “Building a Nigerian global brand,” and both seasoned entrepreneurs gave insights on brand identity, positioning, market segmentation and brand character.

    JCI President, Mr. Funmi Ayodele, explained that the event was initiated to give a mentoring platforms to brand enthusiasts and emerging entrepreneurs.

    He confirmed that both speakers agreed to take up part of the participants for long-term mentoring to build local brands that would go global. The Project Team Lead, Mr. Sherif Ibrahim, added: “The project is being held for the seventh year and impacts are being recorded. We have participants who attended two years ago and they have results to show.”

    A participant, Precious-Gift Ajudie, said she was excited about attending the symposium as it had introduced her to branding by “taking a position that relates with a specific customer segment in such a way that the product is designed to appeal to the target customers”.