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Opinion
Why The “One Pepsico” Global Strategy Will Neither Favour Pepsico Nor Any Global Brand
PepsiCo recently appointed Publicis Groupe as its exclusive global media partner, ending a relationship with Omnicom’s OMD network that has spanned more than two decades in key markets including the United States and United…
Marketing Makes Awareness As Recall Requires Branding
Although communications is a discipline where clarity is currency, conflation of marketing and branding is one misnomer that plagues business models. Yet, their mandate in an ideal setting is clear-cut. Some executives even…
X3M Ideas @ 14: A Look At The Consistent Operational Philosophy Behind X3M Ideas’ Corporate…
On August 31, 2026, while most Lagosians were winding down for the week, a quiet handover ceremony was taking place at the Onigbongbo Local Council Development Area secretariat. X3M Ideas, the Lagos-headquartered creative…
Most Brands Are Tourists In Their Own Market
Let's start with the hard truth most pitch rooms avoid: the Nigerian consumer is tired of brands pretending to be local.
For a decade now, localisation in brand activation has been treated as a makeover — print the season's…
Crisis Management Frameworks: Turning Risk Into Opportunity
Every crisis situation tells two sides of a story. The first explores what happened. The second, and often the more important one, is about how an organization responded.
This context matters because today's crises unfold at a…
Deafening Silence After The Noise: Are Consumers Falling Out Of Love With Influencers?
There is a particular kind of silence that now follows most viral moments. The reel gets its one or two million views, the comment section fills up with fire emojis and "omo see finish". The brand's social media handler screenshots…
The Lagosian Has Changed. The State’s Reputation Playbook Has Not
Lagos State runs the most sophisticated government communications machinery in Nigeria. That much is not in dispute. The Ministry of Information and Strategy has existed since 1971 and was restructured in 2015 to reflect a more…
HBM Nigeria: Brand Reinforcement Poised To Shake Nigeria’s Cement Industry?
For about decades, Lafarge Africa Plc was one of the three dominant forces in the cement industry, competing with Dangote Cement and BUA Cement for the country’s market share. Today, that familiar name has disappeared from the…
Destination Branding: Lessons From Rwanda’s Bold, Consistent Sports Sponsorship Success
From Arsenal to Aston Villa, Rwanda, the small East African nation has built a $650 million tourism industry on the back of sports sponsorships — and the critics haven't stopped it.
A Shirt, A Statement, A Strategy
When Aston…
Facebook vs ARCON: Presidential Aide O’tega Ogra Got It Wrong And Should Not Drag Presidency…
By Ewa Izuchukwu
It was barely weeks after my honest review that raised questions about Justice Bogoro's judgment setting aside ARCON's ₦60 billion notice against Facebook Nigeria, when I got a rejoinder from a surprising and an…