When A Brand Means One Thing, But Says Another

I’m not a suit person. But when I slip into one, I like to feel suave. But I can only feel so if those around me think that I am suave. And I can only be sure if that girl that I meet on an uptown street in Nairobi has that look in her eyes that says: I want to feel your pecks through that suit. And the guy she is with has a different look that says: I want to be in that suit to get the look my girl is giving you. Or I will drag you along the kerb if you continue walking in my girls’ line of sight (read if she continues wanting to reach out and touch me).

man of the world

Ill fitted man of the world

Now that you know how I feel in a suit, every other dude should feel the same way and make the same impression. The same reason why I feel that brands selling these clothing items that define a man should impress upon the potential customers. Any communication put out should compel me towards wanting to walk into the store, and walk out with an elegant tailored fit- feeling that the suit I just bought is worth more than you actually got it for- going by the way it looks on you, not by the way it looks on the hanger.

While a man’s suit is made to fit a standard form, very few men can slip into a ready-made suit and find that it needs no alterations. So when this billboard blocked my line of sight, I cringed Continue reading

Reeling Back From the Lite Punches

Here’s the scenario. Kenyans, who definitely love their beer, Mututho and his school prefect ego with a timetable on drinking time/schedules, and the ever rising cost of living. Now, a recent research by Consumer Insight reveals that there is a shortfall in expenditure for alcoholic beverages. It reveals that 54% of imbibers are drinking less, while 23% have opted for cheaper brands. 12% on the other hand have decided to drop the frothy tumbler all together.

Now let me tie up the scenario with a simple question- with the per-capita consumption of beer declining, why is East African Breweries Limited (EABL) and SAB Miller—which has made a return to the Kenyan market through subsidiary Crown Beverages – throwing light punches (pun intended) Continue reading

When a Fact at Hand Secures your Big Break

So for my first post- which advert or campaign do I think meets The Squared Factor this week? You’ll agree with me on this one- the ‘Ready for Your Big break’ campaign by The East African newspaper. It is also the same campaign that for a long while, I’ll be using for others to measure up.

As a regional and weekly newspaper, we expect The East African to carry the recent and most weighty news and resolute analysis on politics and business that impact on the region. The newspaper has not failed to cut its image as notably the most authoritative on such matters, and it’s advertising has carried the same tone and message. The East African positions itself as the one source for facts backed up by research, exposing you to diverse perspectives to help you understand the East African region.

The ‘Ready for Your Big break’ campaign is currently running on both print and electronic media. The concept has been executed Continue reading