Popular advertising guru and Co-founder of the Orange Academy, Lagos Kenny Badmus popularly called Kenny Brandmuse today Wednesday, shared the story of the evolution of Dudu Osun, a popular black soap produced in Nigeria but which apparently has transcended borders to being found on shelves beyond the nation’s shores.
Apparently, the manufacturers he opines have come a long way in terms of its branding and packaging.
He highlights this while pointing out a fundamental trick to unlocking the juice in every brand strategy.
Kenny Badmus points out in his post that there’s a story locked up in every product and service and the onus is on the tellers to ‘interrogate these products until they confess’.
He says, ”Start from the right to the left; you’d see the evolution of Nigeria’s famous black soap. I saw the latest iteration (Alaffia) on the shelf of a popular store in the US – Whole Foods Market last Sunday, and I was filled with pride. As the world continues to open up for newer experiences, there’s an indisputable place for local storytellers who can translate and transport the African stories to places unknown. Whether you are designing, packaging, or labeling, stories matter. The name. The logo. The descriptor. The colors. The shape. Find the inherent story. There’s a story locked up in every product and service, and it’s the job of the tellers to interrogate these products until they confess. People will have ideas, but they’d need storytellers to make these ideas come alive.”
