Several big brands in East Africa could do better. For one, they could open their eyes and minds to the possibility of the world of brands being larger than Kenya. Second, they could watch trends and learn from history that “the bigger you are, the harder you are seen to fall”.
Below are the more notable ones. I of course reserve the right to swallow my own words with some Eno so I do not necessarily suffer from indigestion.
Tusker: For allowing itself to be mispositioned myopically as THE Kenyan beer by Castle and in the process missing out on an African market of 52 other countries (and we haven’t even mentioned the global possibilities for this award winning product!). Talk of a pyrrhic victory?
Kenya Airways: For establishing an unparalleled footprint among African airlines then treating its customers (including internal customers i. e. staff) like they deserve to be trampled underfoot! May be taking the “foot” metaphor too far?
Zain, Kencell, Celtel or whatever you will be christened next: For totally missing the point and somehow getting worse with every “rebirth”. The target was NEVER Safaricom and the issue was never PRICE. It has ALWAYS been a BRAND that can relate with customers.
To be continued one day…