GTBank is one of the best marketing work ever done in Nigeria. Across the 7Ps (Not 4), GTBank exhibited an impressive use of market and category insights to evolve distinctive UVP, brand platform and assets for market penetration and business scale.
Which indirectly shows how great they were with S-T-P (Market Segmentation, Targeting and Positioning) from get go. Their marketing left nothing hanging. Product/service design & packaging, physical availability & accessibility, pricing, communications & integration with…
overall customer experience-WAS A HIT. Another marketing stand out from GTBank was use of SONIC BRANDING. Then, sonic branding wasn’t a thing amongst most Nigerian businesses. Milo & MTN were the strongest on it. GT bank switched it up.
Those familiar with the Nigerian financial services industry and banking category dynamics before GTB’s launch, even in hindsight, would likely understand this. When I discuss marketing from the Nigerian context, GTbank is my go to example.
Rite Foods/Bigi Drink is the closest contemporary example of what GTBank did with marketing. I once equated Bigi’s marketing effort to “juju” during a banter with an industry friend. 😅 MTN has also done incredibly well with “marketing bothism” in Nigeria. Their brand…
…building and performance marketing blend since inception is one for the books. Arguably, They have the strongest creative platform out there at present with “what are we doing today?”. The depth of the cultural insight behind that creative platform is insane. 🙌🏻
For Brand positioning/re-positioning, Airtel left a strong statement in Nigeria’s marketing landscape. The brand pivoted from the voice call segment and positioned for the data segment of its category. It reflected it in a new, clear and simple tagline…
….“Your smartphone network.” Then, went ahead to deploy one of the best communications in Nigeria with clear and simple single minded proposition hinged upon improved product benefits resulting from the re-positioning-“3G is good. 4G is better.” My oga @iamfreddieakin 🙌🏻….
…and his team Noah’s ark did a thing with that marketing communications effort then. There are other practical manifestations of great marketing and marketing communications effort in Nigeria. These ones are case study documentation worthy for Nigeria’s marketing history. 🥂