Business owners need to know that any innovation that is not making life easier or better for the customers is a waste, and any marketing that is not focused on the pain of the customer from the very design of the “Solution or Product” is a waste.
Marketing and Innovation: The Timeless Recipe for Brand Success
The 90s in Nigeria were a truly special time, a period when brands didn’t just sell products; they sold feelings and memories. We had household names like Lux and Joy, Lifebuoy and Imperial Leather, and who could forget the epic rivalry between Planta and Blueband? Fido Dido and 7-Up made a statement, while the three orange men of Miranda held us spellbound. Fanta turned our tongues yellow, and Limca made us want to dance. We even called all toothpaste “Macleans” and all detergent “OMO” because those brands had become synonymous with their categories. This wasn’t just commerce; it was culture.
The Power of Pain-Relief and Storytelling
The brands of that era excelled because they were brilliant at two things: innovation and marketing. They didn’t just create products; they created solutions that eased a customer’s pain. Then, they told compelling, family-friendly stories about those solutions. This approach wasn’t about pushing a product but about building a relationship. They understood, long before the digital age, that the purpose of business is to create a customer, and the two core functions to achieve that are marketing and innovation, as famously stated by Peter Drucker. Any innovation that doesn’t make a customer’s life easier is a waste, and any marketing that isn’t focused on the customer’s pain is just noise.
A Modern Example of a Timeless Principle
You might think these principles are outdated, but they’re not. They are timeless. A more recent example is MTN. When they entered the Nigerian market, they didn’t just sell SIM cards; they sold connectivity and closeness. Their iconic “Mama it’s a boy” and “Come outside, I have something to show you” commercials weren’t about technology; they were about how that technology solved a fundamental human pain—the pain of distance and disconnection. That’s why almost everyone has an MTN line; they became a pain-reliever, not just a service provider.
A Message for Modern Business Owners
So, to all you SME owners, ask yourselves this crucial question: Is the product or solution you’ve designed truly intended to ease your client’s pain, or is it just a scheme to make more money? To become a “love brand,” you must be a pain-reliever. When you genuinely solve a problem for your clients, they will pay you and keep paying you. The platform for connection may have changed from mass media to social media, but the core principles remain the same: love your clients, innovate for them, and tell them passionately that you’ve created a solution just for them. The loyalty and sales will follow.