Wednesday, 19 January 2022

In Leisure

Madam Boss: Globalisation of a Local Personality Brand

To move from being a local personality brand, into a regional, and then global brand in this Social Media Age, you have to be a Happy Hour brand, possessing a constant attitude of happiness and contentment in whom you are as a brand – that is the story of Madam Boss, the Zimbabwean local personality brand gone regional, now Brand Diplomat of RwandaAir.

Her story is one of a fusion of commitment, skills, and well managed business development strategy by the Marketing Genius, Ngonidzashe Munetsiwa, her manager and husband; and support from their well followed daughter.

The followability of a personality brand is dependent on their unique selling proposition of their content to their audience. The commercialisation of a personality brand is dependent on their unique selling proposition to businesses and brands interested in their followers. A local personality brand can become a global celebrity, if they are consistent, loveable, and most importantly, if they can be commercialised. Madam Boss is followable, and is becoming more commercial, at an international level.

In April 2021, Madam Boss landed another international acting role after getting a new role in a South African SABC 1’s new telenovela, uBettina Wethu. 

In June 2021, Madam Boss broadened her work profile after inking an ambassadorial contract with RwandaAir, where the socialite will make features in the airline's promotions and marketing within Zimbabwe and abroad.

In Brand Ideology there are brands that maintain a Happy Hour attitude, no matter the controversies, or stage wars; always giving moments of bliss unto their consumers, as is the Madam Boss brand.

From conception in its industry by such a brand you find this brand in a happiness, fun, and energy of life mode, pushing limits in its market, delivering services that cause smiles and bring colour to the life of the consumers.

Madam Boss is a comedian and socialite brand represented by Tyra Chikocho, that has grown in followership in over the years because of several fictional comedy characters, and international tours, and now beauty products. 

In the last five years, this brand has been a combined product and market development of husband and wife, who have grown the brand from a free to consume brand into brand ambassadorship of companies like NetOne’s One Money, Beauty Spas, Health products, Leisure brands and more. 

Every market has pioneer brands and businesses that give a perpetual “happy hour”; the fusion of excellence in market warfare and consumer bliss. It is not easy to build a happy brand, but those that decide to create and maintain one must wage war in an excellent manner whilst giving its citizens consumption bliss of a happy hour.

The best way to brag in the market is to deliver good service and product that makes your consumers speak well of you, recruiting more and converting competition loyalty to your coasts.

Competition will always have something bad to say, a bag of things, unnecessary content channelled to your consumers. In Branding, never listen to what competition says about the embodiment of your brand and business, or its methods of doing business. They may say this, they may say that, never expect them to praise you for the wonderful work you are solving in the lives of the consumers.

Like a beautiful woman would, speak for yourself, as a brand and business, reinforcing that your body does not possess stretch makers, as it is clear, clean and comfortable as can be. Happy Hour Branding talks of the self-actualisation of a brand and business, as it establishes itself in a market position of leadership, delivering relevant and unique product, without approval from competition. Branding does not begin with the acquisition of assets that better service delivery, enhancements, rather, it begins with the ideological disposition of the brand.

A brand incapable of speaking beauty and comfort to itself before it even goes to the market is not able to fend itself off the waves of bad speech and contention from competition as it occurs.

In the military science of branding there is a war conversation the eagle has with the bear; death is the portion for their prey. The bear, king of the mountains, the eagle, lord of the heavens, must converse within your ideology, to plan a dual strategy of war upon your brand nemesis. Every brand must have strength on the ground and innate, values, convictions, immovable, and strong enough to be part of product or service delivery, able to weather whatsoever stormy winter that comes; that is the identity of a bear.

Each brand must possess mental agility in the heights of market space, manoeuvring, speaking, and thoughtful enough to engage as they deliver product or service, able to use sight and saw above the clouds and through storms; that is the identity of an eagle. In Brand Ideology, the poetic justice attain in the character   fusion of an eagle and a bear assures rule in the heights and the depths of markets and environments.

You will never find an eagle crying at the sight of a storm, nor will you hear it complain of heights; in branding only the majestic rule. Only crows lament market heights and hunting environments in Branding, whilst eagles enjoy fresh profit and volume. Brands must know that the brand in the next lane in the market race is a foe; a crow, them that do not want you to prosper. There has never been an incident where the crow has been happy with the rise and establishment of dominion of an eagle.

Like a god, a brand must rise with its own strength from the gully to rule the heavens of profitability and sales volume despite the evident challenge of competition and environment. Your competition does, and must not, have love for your brand or your business, and will never speak well of you; that get right and hunt them down.

If your brand does not make your consumers dance up and down, close shop; simple. In Brand Ideology, you must make your consumers dance, a new way of doing the same old things, a dance you discover bring to the consumer called “Way Up”. Way Up is a simple dance that you bring in a Happy Hour, pointing upward, a way of consuming your product or service that only results in “Chi Ching”, money in the bank. 

Remember the “Way Up Dance”; a motivational instruction your brand gives your consumers to stay up, standing throughout the storms in socioeconomic life, and this can only be done why a happy brand itself. After you teach your consumers the Way Up Dance, you must teach them the Low Mi Dance.

Do the “Low Mi”; a dance that speaks of relaxing their guard to enjoy the simples of life, is when your consumers follow your enjoyment of your brand in their day-to-day activities. Consumers are looking for brands and businesses that bring the social into their business, brands that communicate joy and happiness as life progresses. Teach your consumers to swing their shoulders from left to right, as they dance the Low Mi dance of consumptive joy, for your profitability and sales volumes. An understanding of these two dances is why Coca-Cola believes in “Open Happiness”.

In Brand Ideology, a brand and business must be a liberator; setting freedom standards that are difficult for competition to follow or match. Unleash freedom to consumers in the midst of competition; be yourself, a brand and business that has a unique identity, influencing the same to your consumers. Brands that follow other brands will never lead a market, always led by the afterthought of their nemesis, incapable of conceiving leadership.

Market followers will never be market leaders as they do not possess the mental spin to take risks and obey the laws of liberty in branding. The Laws of Liberty in Branding denote the ability of a brand and business to formulate its own market path, walk in it, establish dominion and set rules of engagement. Following in branding is synonymous to failure just as the two words begin with the same letters. 

Leadership is for the prosperous in thought not for them that have bound their mind, to think of profit. A brand and business must make it evident that it is free in thought, movement, as it delivers product and service.

There are brands that do not listen to a Bag of Things said against them, brands that hunt down prey, whilst they make consumers do the Way Up and Low Mi Dance, bringing freedom; Happy Hour Brands. First class brands make their consumers dance, liberating them, whilst engaging in fierce battles with competition for profit and sales volumes.

Madam Boss, and many more, are examples of Happy Hour brands, and these brands must never stop being themselves even in the midst of challenges, insults, and all manner of storms that arise, as Zimbabwe and Africa need more of such brands.

Sources: Pindula, AllAfrica

Cabanga Media Group is a media and business services company with interests in Botswana, Nigeria, Kenya, South Africa, Zambia and Zimbabwe.