Group Principal Consultant of ADSTRAT Brand Management Consultants, Charles O’Tudor is renowned for uncommon and workable approach to brand strategy and engagement.
He is passionate about strategy, brand building and engagement, a field in which he has persisted over the years enriching the branding sector with his innovative approach to brand building across all sectors of the economy.
His scholarly thoughts are captured in two of his publications – Brands
Arise- The Nigerian Brand Renaissance and The Charles O’Tudor
Personal Brand Guide (Volumes 1.0 and 2.0)
With a haul of numerous awards, including the Nelson Mandela African Leadership Award and angling for more heights, he sees branding as the lifeblood of business and product sustainability.
O’ Tudor in this interview also said that entrepreneurship is the eventual fate of African economies while branding is the currency of the future.
What is the essence of colour to branding regarding your current dress sense and how would you define your personal brand?
Colours are very important in brand marketing and have deep and emotional connection with the target audience. Colours play a vital role in non-obtrusive communication.
In terms of my personal branding, I have stuck with the Black panthone for over a decade now for several reasons; one of which is its aristocratic look and feel.
Your dress sense is peculiar. What inspired this peculiarity and choice?
My dress sense is inspired by a deep sense of individuality and Africanism.
Charles O’ Tudor is very enigmatic. Are you still evolving?
Yes, to remain relevant in any field of endeavour, one must remain dynamic while retaining the core brand attributes that make you original.
From the cerebral point of view, my brand is still on a journey of discovery.
As a seasoned brand strategist, what would you say is your favourite and most effective tool in brand strategy and management?
To ensure the brand strategy is effective and long term, we deploy the brand DNA wheel. This tool ensures that we get a deeper and more in-depth understanding of the client / brand offering and the inherent intricacies that are not too obvious on the surface. Beyond this, same ensures that the recommended strategy is bulls-eye and in sun with the core attributes and aspirations of the brand.
Can you give us a sense of what branding means to a growing person and is brand management important to him, at all?
Every individual, irrespective of the level or stage, requires a certain level of personal brand management. Every action or inaction either adds or subtracts from the brand bank which actually is “perception” by the target audience.
As we evolve, we need to consistently review same to ensure synergy with the long-term goals.
How can small and medium scale companies grow stronger and bigger using branding to support marketing?
Branding is the currency of the future. SME’s can leverage on same to connect with their core target audiences but same must be based on a well thought out strategy. It all begins with an in-depth understanding of their core targets psychographics and demographics.
How can one influence his/her audience in today’s competitive world of business using marketing and brand strategy?
One can influence his/her audience in today’s competitive world of business using marketing and brand strategy by putting in place a strategy that’s consistent and based on the long -term goals.
Can you give an idea of what is lacking in Nigeria with regards to branding, strategy and management?
Nigeria has no brand strategy. We have never focused on investing in a long-term approach to creating a brand. What we have is inconsistent communication without a core platform and internal brand coherence.
We need to put in place the fundamental structures and strategy to ensure we develop a long term approach. It’s all about the approach, discipline and consistency.
Is it possible for Nigeria to incorporate branding into her educational curriculum?
Definitely, It is imperative at this stage. In fact, it is critical to our economic development.
