HKLM - NIGERIA - AFRICAS MOST POWERFUL BRAND

HKLM BUSINESS LEADERS’ FORUM NIGERIA. AFRICA’S MOST POWERFUL BRAND

JUNE 22 2015

2 HKLM BUSINESS LEADERS’ FORUM

NIGERIA. AFRICA’S MOST POWERFUL BRAND. What changed? What work lies ahead?

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A NATION IS MEASURED BY ITS REPUTATION – SAME AS A COMMERCIAL BRAND

WHAT DETERMINES HOW WE THINK ABOUT A COUNTRY?

HKLM BUSINESS LEADERS’ FORUM

01. VALUES

02. LIVING

03. BUSINESS

04. LAW & ORDER

05. CULTURE & TOURISM

o  Freedom of speech o  Respect for different beliefs o  Integrity and honesty

o  Healthcare & educaXon o  Living standards o  Safety & security

o  Ease of doing business, financial system o  Technology & communicaXon o  Infrastructure

o  Judicial system o  CorrupXon & fraud o  Policing

o  Friendliness o  Heritage, leisure & recreaXon o  ConnecXvity


“You can’t build a reputaXon on what you’re going to do.”

-‐ Henry Ford

“A brand is not an icon, a slogan, or a mission statement. It is a promise — a promise your company can keep. (It is) a promise that gives you the best compeXXve advantage.”

– KrisXn Zhivago, Business MarkeXng

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NATION BRANDS | YOUR PERCEPTIONS


SYRIA MALDIVES COLUMBIA

DJIBOUTI KENYA SOUTH AFRICA

NIGERIA

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NATION BRANDS | INDIA


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NATION BRANDS | AUSTRALIA


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NATION BRANDS | USA


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NATION BRANDS | MYANMAR


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TOP 20 NATION BRANDS


Country Brand Index 2014/2015

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AFRICA’S GLOBAL RANKING



South Africa 40

Kenya 65

Zimbabwe 69

Ghana 70

Nigeria 75 o  Technology o  Infrastructure o  PoliXcal freedom o  Tolerance o  Safety & security o  Health & educaXon o  Business opportuniXes

Strengths | Weaknesses

o  Tourism o  Natural beauty

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NIGERIA BRAND REPUTATION – STAKEHOLDERS & CRITERIA


ECOWAS

AU

UN & Global Community

Diaspora

Global Media

Ra[ng Agencies

Global Banks

Global Brands

Sports Orgs

Tourists

Nigerians

o  Governance o  Safety & Security o  PoliXcal freedom o  Track record o  Culture, Art & Heritage o  People o  SporXng ability o  Tourism & Conferences o  Natural beauty & Environment o  Living, working condiXons o  Retail presence o  Medical faciliXes o  Power, water, & Infrastructure o  Diversified economy o  ROI & Business opportuniXes o  Manufacturing o  Financial, business best pracXces o  Tax, Legal, JusXce system o  CorrupXon index o  Media o  ConnecXvity o  Transport o  Job security, pension

ECOWAS

AU

UN & Global Community

Diaspora

Global Media

Nigerians

Global Banks RaXng agencies

Global Brands

Tourists

o  Governance o  Safety & Security o  PoliXcal freedom o  Track record o  Culture, Art & Heritage o  People o  SporXng ability o  Tourism & Conferences o  Natural beauty & Environment o  Living, working condiXons o  Retail presence o  Medical faciliXes o  Power, water, & Infrastructure o  Diversified economy o  ROI & Business opportuniXes o  Manufacturing o  Financial, business best pracXces o  Tax, Legal, JusXce system o  CorrupXon index o  Media o  ConnecXvity o  Transport o  Job security, pension

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NATION BRANDS | 75 NATIONS INDEXED



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KEY NATION BRAND OBSERVATIONS


Na[ons are no different to commercial brands – Figh[ng for share in a global market with 195 compe[tors! A na[on’s image is based primarily on percep[ons. Percep[ons need to managed – Lea to evolve themselves will typically produce an undesireable result. Na[on branding requires a mul[level strategy to adddress different stakeholders’ requirements with a promise being created and delivered. Na[on branding is not solely a communica[on campaign run in global media -‐ Awareness alone is insufficient. Individuals, small businesses and large organisa[ons are integral to the branding development of a na[on – Values, culture, integrity, agtude and performance are human characteris[cs. Poor governance and leadership are the breeding ground for a failed, uncaring state.

CITY BRANDING | ROLE IN BUILDING THE NATIONAL BRAND DR. SEAN MCCOY CEO HKLM GROUP

JUNE 22 2015


WORLD’S TOP CITIES



#1 | NEW YORK

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CITY BRANDING


A city brand strategy is an essen[al tool in the crea[on of a successful city brand that will ahract poten[al newcomers. Successful city branding s[mulates:

1.  Increased compe[[veness, resul[ng in a posi[ve impact on investment, jobs, inhabitants, visitors and events

2.  Higher returns on investment in real estate, infrastructure and events; coherent city development, as the physical, social, economic and cultural aspects combine to deliver the brand promise

3.  Pride in the city as inhabitants, businesses and ins[tu[ons experience a new sense of purpose and direc[on

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CITY BRANDING | AMSTERDAM’S OLD IMAGE


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CITY BRANDING | AMSTERDAM REPOSITIONING


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CITY BRANDING | AMSTERDAM REPOSITIONING


A clear city brand helps inhabitants as well as people elsewhere to understand a city’s character. For example: 1.  a brand can help to establish a new image for the city, by highligh[ng the city’s vision for the

future;

2.  or a brand can confirm a city’s exis[ng image, strengthening the posiXve points, and distrac[ng from any nega[ve points, even poten[ally allevia[ng them.

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CITY BRANDING MODEL


THE PRESENCE Interna[onal status and

standing

THE POTENTIAL Economic & Educa[onal

opportuni[es.

THE PEOPLE Disposi[on e.g. warm & friendly as well as safety

THE PREREQUISITES Public ameni[es, ease of living

THE PULSE The vibrancy of the urban lifestyle

THE PLACE Physical aspects of

the city.

CITY BRAND

The City Brand Hexagon – Simon Anholt

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CITY BRANDING | SMART CITIES


Smart ci[es -‐ broad defini[on: use informa[on and communica[on technologies (ICT) to be more intelligent and efficient in the use of resources, resul[ng in: 1.  cost and energy savings 2.  improved service delivery and 3.  quality of life, and 4.  reduced environmental footprint.

Smart ci[es of the future will find ways to incenXvize and enable private sector innovaXon and local economic growth.

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CITY REPOSITIONING | MELBOURNE CASE STUDY


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CITY REPOSITIONING | MELBOURNE


“The ‘M’ design will become an icon for Melbourne, synonymous with the modern, vibrant, cool city Melbourne is today and will con[nue to be in the future.

“The new iden[ty will deliver more impact, be stronger, more flexible and reduce confusion as to who is delivering services. It will build greater long term iden[fica[on and align with best prac[ce around the world.”

“The new brand is strong and leading edge and will be instantly recognised as belonging to the City of Melbourne.”

Lord Mayor Robert Doyle, City of Melbourne


BRANDING LAGOS

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LAGOS | CHANGING PERCEPTIONS


Since 2005 when Simon Anholt published the City Brand Index indica[ng that the interna[onal percep[on of Lagos was that of a totally corrupt city, things have and con[nue to change. From 2007 – 2015, Lagos State and Lagos City underwent drama[c transforma[on – Real change is visible. Reposi[oning: Maintenance of momentum is crucial. A renewed vision and plan for the next 20 years will need to be put in place that provides a framework to build a strong iden[ty and ethic. This will require a strategic shia and a unifica[on of state, city, communi[es and business.

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CITY BRANDING | LAGOS – RENEWED VISON, CLEAR PLAN


McKinsey Insight: Nigeria, and specifically Lagos, has a young and rapidly growing popula[on and an advantageous geographic loca[on in West Africa, which enables trade within the con[nent, as well as with Europe and North and South America. A clear vision can promote these posi[ve ahributes and demonstrate Nigerian’s innova[on through collabora[ng across the various stakeholders to alleviate poverty, overcrowding, transporta[on conges[on and expense as well as high food prices.


BRANDING LAGOS | RENEWED VISION, CLEAR PLAN

THE PRESENCE Interna[onal interest

THE POTENTIAL Economic opportuni[es

THE PEOPLE Warm, friendly

THE PREREQUISITES Living condi[ons upgraded

THE PULSE Vibrant and growing

THE PLACE Modern, big city

LAGOS

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BRANDING LAGOS | EKO ATLANTIC – TRANSFORMATION


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Ci[es are engaging in marke[ng and branding to improve their image and posiXon themselves on the internaXonal scene.

As city branding has become a key urban development tool, city developers are faced with a mul[tude of new ques[ons:

1.  What is a city brand? 2.  How should it be developed and with whom? 3.  Which communica[on tools should be used? 4.  How should the brand be managed?

Mul[ple stakeholders building towards a singular vision for the City of Cape Town

INTEGRATED BRANDING EFFORT

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LAGOS BRAND REPUTATION – QUICK WIN


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THE RIPPLE EFFECT OF A STRONG CITY BRAND


A CASE STUDY OF ULTIMA LIMITED

Femi Ayeni

SMEs AND THE NIGERIAN ECONOMY

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INTRODUCTION

Who am I? o  Femi Ayeni o  Media Entrepreneur o  CEO/Founder Ul[ma Limited UlXma Limited o  West Africa’s largest media produc[on and broadcas[ng company, currently

responsible for some of the most popular content on Nigerian and West African television.

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OUR PROGRAMMES

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The Opportunity & Outcome

The Challenges

THE PROCESS

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Nigeria’s first purpose-‐built studio, located in a choice area, with addi[onal space to accommodate more studios.

ULTIMA STUDIOS

Biggest of its kind in Nigeria and West Africa.

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THROUGH THE YEARS

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How has Ul[ma Limited impacted the Nigerian Economy:

o Employment o Wealth Crea[on o Educa[ng and entertaining TV viewers across West Africa o Taxes o Customer to the Large Industries

ULTIMA LIMITED AND THE NIGERIAN ECONOMY

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ULTIMA LIMITED AND THE NIGERIAN ECONOMY

Conclusion o  Ul[ma Limited is just one of many SMEs who go through industry-‐specific

challenges and yet con[nue to thrive o  SMEs are the bedrock of the na[on’s growth o  The emergence of more entrepreneurs will cause further growth and help

Nigeria remain Africa’s most powerful na[on o  Entrepreneurs are the catalyst of the na[on’s economy o  We drive growth o  We create new markets o  We create jobs o  We cannot wait for the anyone to do things – It is up to us to make things

happen

:) THANK YOU FOR YOUR TIME

HKLM - NIGERIA - AFRICAS MOST POWERFUL BRAND

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