Features

Features

The leverageable factors of BIG Tech

August 5, 2020 Ralph Tathagata

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By Ndubuisi Ekekwe “When Google bought YouTube, they could compete against the dominant player in video, which was the cable industry. When Amazon bought Whole Foods, they could compete against Kroger’s and Walmart. When Facebook bought WhatsApp, we could compete against telcos who used to charge 10 cents a text message, but not anymore.Now people […]

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Features

Should your brand self-isolate during a pandemic?

August 4, 2020 Ralph Tathagata

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At this uncertain time when businesses are cost-cutting and marketers are being tasked with reassessing their marketing campaigns, many marketing departments are questioning whether they should continue with the planned advertising campaigns and risk being seen as insensitive to the current situation or go dark when customers are looking for familiarity and stability? History shows […]

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Features

What does PR integration mean for marketers?

August 3, 2020 Ralph Tathagata

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The twin disciplines of marketing and PR have always had some crossover. It’s hard to imagine a situation in which any brand with a human element wouldn’t need to incorporate a PR strategy into its wider marketing efforts. Over the past few years, however, the two have been much more closely entwined. For some brands, […]

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Features

Creative Rebellion Essays: I can’t go on, I’ll go on

August 1, 2020 Ralph Tathagata

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These are not normal times, we know this. Global pandemic. The country divided. Civil unrest. Working from home. However, humanity has endured plagues and social upheaval in the past. Our sense of scale, and what we consider “normal,” is often limited to what we’ve gone through in the duration of our lives. But this planet […]

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Features

Brand marketing in a crisis: why you should be loud

July 28, 2020 Ralph Tathagata

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No brand evaluation would be complete without taking into account the impact of coronavirus. The pandemic that swept the world and sent people panic buying toilet paper also sent brands panicking to self-isolate in their boardrooms or choosing to grasp the nettle. Although difficult to predict in this case, past studies of the 2008 financial […]

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Features

Why the customer should be at the centre of your digital transformation efforts

July 24, 2020 Ralph Tathagata

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Digital transformation, at its core, has always been about future-proofing businesses for survival in increasingly digital economies. Unlike most of life, which has been turned on its head during the COVID-19 crisis, digital transformation remains the same, only with the future businesses were preparing for, much closer. Just as before March 2020, the two main […]

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Features

The rise of Gen-Z in influencer marketing

July 22, 2020 Ralph Tathagata

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We’re looking at a generation of the next big disruptors, where the vast majority can’t imagine what the world would be like if social media didn’t exist. They are connected to the beat of the online world; to friends, businesses and have access to a plethora of information instantaneously. They are tech-savvy, know exactly what […]

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Features

Paradigm shift in Nigeria’s financial sector as new normal deepens financial inclusion

July 21, 2020 Ralph Tathagata

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The principle of financial inclusion has assumed greater level of importance in recent times due to its perceived importance as a driver of economic growth. Though there may not have been a universal agreement over an exclusive list, it is widely agreed that financial inclusion is multidimensional and encompassing. In simple terms, it describes a […]

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Brands

How service providers in IMC can drive brand narratives in turbulent times

July 20, 2020 Ralph Tathagata

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The world has been in a sustained state of flux for the first half of 2020. Never before has there been a disruption, a temporary and, in some cases, permanent shutdowns of businesses as a result of the tidal wave of the global Covid-19 pandemic. The pandemic is aggressively speeding up some seismic shifts that […]

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Features

Creative Rebellion Essays: When things are going south

July 20, 2020 Ralph Tathagata

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After a long day of Zoom and work, I spend my evenings painting large canvases as a practice that centres me while also being able to throw me completely into moments of uncertainty and anxiety. There’s no “command-Z” for analog work –– if you screw up, you either have to incorporate it into the work […]

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