4. 4
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
5. 5
HKLM
BUSINESS
LEADERS’
FORUM
“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
6. 6
NATION
BRANDS
|
YOUR
PERCEPTIONS
HKLM
BUSINESS
LEADERS’
FORUM
SYRIA
MALDIVES
COLUMBIA
DJIBOUTI
KENYA
SOUTH
AFRICA
NIGERIA
11. 11
TOP
20
NATION
BRANDS
HKLM
BUSINESS
LEADERS’
FORUM
Country
Brand
Index
2014/2015
12. 12
AFRICA’S
GLOBAL
RANKING
HKLM
BUSINESS
LEADERS’
FORUM
Country
Brand
Index
2014/2015
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
13. 13
NIGERIA
BRAND
REPUTATION
–
STAKEHOLDERS
&
CRITERIA
HKLM
BUSINESS
LEADERS’
FORUM
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
14. 14
NATION
BRANDS
|
75
NATIONS
INDEXED
HKLM
BUSINESS
LEADERS’
FORUM
Country
Brand
Index
2014/2015
15. 15
KEY
NATION
BRAND
OBSERVATIONS
HKLM
BUSINESS
LEADERS’
FORUM
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.
16. CITY
BRANDING
|
ROLE
IN
BUILDING
THE
NATIONAL
BRAND
DR.
SEAN
MCCOY
CEO
HKLM
GROUP
JUNE
22
2015
17. 17
HKLM
BUSINESS
LEADERS’
FORUM
WORLD’S
TOP
CITIES
Country
Brand
Index
2014/2015
19. 19
CITY
BRANDING
HKLM
BUSINESS
LEADERS’
FORUM
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
20. 20
CITY
BRANDING
|
AMSTERDAM’S
OLD
IMAGE
HKLM
BUSINESS
LEADERS’
FORUM
21. 21
CITY
BRANDING
|
AMSTERDAM
REPOSITIONING
HKLM
BUSINESS
LEADERS’
FORUM
22. 22
CITY
BRANDING
|
AMSTERDAM
REPOSITIONING
HKLM
BUSINESS
LEADERS’
FORUM
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.
23. 23
CITY
BRANDING
MODEL
HKLM
BUSINESS
LEADERS’
FORUM
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
24. 24
CITY
BRANDING
|
SMART
CITIES
HKLM
BUSINESS
LEADERS’
FORUM
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.
26. 26
CITY
REPOSITIONING
|
MELBOURNE
HKLM
BUSINESS
LEADERS’
FORUM
“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
29. 29
LAGOS
|
CHANGING
PERCEPTIONS
HKLM
BUSINESS
LEADERS’
FORUM
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.
30. 30
CITY
BRANDING
|
LAGOS
–
RENEWED
VISON,
CLEAR
PLAN
HKLM
BUSINESS
LEADERS’
FORUM
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.
31. 31
HKLM
BUSINESS
LEADERS’
FORUM
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
32. 32
BRANDING
LAGOS
|
EKO
ATLANTIC
–
TRANSFORMATION
HKLM
BUSINESS
LEADERS’
FORUM
33. 33
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
34. 34
LAGOS
BRAND
REPUTATION
–
QUICK
WIN
HKLM
BUSINESS
LEADERS’
FORUM
35. 35
THE
RIPPLE
EFFECT
OF
A
STRONG
CITY
BRAND
HKLM
BUSINESS
LEADERS’
FORUM
36. A
CASE
STUDY
OF
ULTIMA
LIMITED
Femi
Ayeni
SMEs
AND
THE
NIGERIAN
ECONOMY
37. 37
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.
40. 40
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.
42. 42
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
43. 43
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
