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  By Ishola Ayodele In today's competitive marketplace, businesses must continuously strive to stand out and make a lasting impression on consumers especially given that customers experience is now the new gold mine in this digital age where the ability to generate electronic word of mouth can exponentially increase sales so much so that 89% of businesses compete primarily on the basis of customer experience because we have come to know that when served with a positive customer experience, 72% of consumers tend to share it with at least six other customers . Therefore, the studies that found that customer experience is a deciding factor when customers are making purchase decisions is on point.   Having said that, many organizations often find it difficult to compete favourably in the market place because they have not been able to move their product and service above the crowded options and alternatives in the market. The reason for this is because they have not been ab...

Ishola Ayodele                                          In this article, I will be exploring a variety of strategies and tactics that you can use to accelerate your professional development and achieve your career goals in the coming year. Whether you are looking to advance your current career, transition into a new field, or simply improve your skills and knowledge, this guide will provide you with the tools you need to succeed. So, let us get started!                                                   1. Read a book summary per week:   Many Professionals are always too busy to sit and ready 500-page industry books not because they don’t but because their work schedule has made it very...

   Ishola Ayodele In today's fast-paced, digitally connected world, a crisis can spread like wildfire, with the potential to do significant damage to a company's reputation and bottom line. And when a crisis hits, one of the first things that many companies do is issue an apology in an attempt to mitigate the damage and regain the trust of their stakeholders.                                                        Image by Allan Swart In November this year, a luxury Spanish label ‘Balenciaga’ released two campaigns on its website. The first campaign released on the 16 th of November was a photographs of child models holding the brand’s handbags that appeared to be a bear wearing BDSM-inspired accessories (BDSM   stand for Bondage ,  Domination ,  Sadism ,  Masochism : A sexual   a...

     w ritten by Ishola Ayodele (A Specialist in MESSAGE ENGINEERING) Country:  Nigeria Company:  Pepsi Co he Situation In the early 90s, there was a fierce competition between Pepsi and Coca-cola, each trying to undo the other by launching series of products. Consequently, the launching of new products began to make little or no impact on the market. Nigerian consumers rarely gravitated to buy any new product launch by these two companies. The ads were all looking the same to Nigerians and they could hardly distinguish which is which anymore. The challenge: Coca-cola’ Fanta was gaining upper hand and Pepsi had just invented this new product call ‘ Mirinda’  which they believe will help them compete with Fanta. The challenge was how to launch this new product in such a way that Nigerians won’t just ignore it as they have been doing to the soft-drinks launch around that time. How do they get Nigerians gravitating to this new Soft-drink? Objective: To garner ...