Book on branding for launch

THE Chief Executive Officer of USP Brand Management, Mr. Muyiwa Kayode has said that for a campaign to be regarded as a branding effort it must have a value creating vision that is people-centred because branding starts with a vision.He said this in Lagos last week at a pre-launch media briefing of The Seven Dimensions of Branding, a book on brand building from the African perspective. He said that the book was born out of the need to feel the vacuum in the paucity of branding book and the misconception about branding and advertising.Kayode argued that branding is about creating value, which is value proposition, a key component of the branding process.'And it actually holds the key to most of our problems,' he said, adding, 'Branding begins with vision. If you want to create vision, your vision must create value. As a president, I may say that I do not want beggars on the street, and that is the vision and we begin to take steps towards it. That is vision and that is branding. And you cannot build a brand without vision, it is not possible, and in having vision, that vision must be a value creating vision, not just vision to make yourself feel good. And vision must have people at the centre of it.'He insisted that vision by an individual or organization is not about making noise, but about working to make it a reality. 'When it has become a reality, you can now make noise, then people will see what you have done. If you do it, other people will make the noise for you.
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