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Understanding Marketing Strategy: The Phyno Approach

By Uche Briggs

Building brands and creating effective marketing strategies is a science; by no means accidental. Everyday, marketing executives are faced with the daunting task of building enduring brands. This article reviews the discography and business acumen of The ‘Man of the Year’ Phyno (Chibuzor Nelson Azubike) to help demystify certain key elements of the marketing process.

Here are 5 priceless marketing lessons from Phyno:

Positioning is Everything: Al Ries and Jack Trout touched on the power of Positioning in their epic 1981 book Positioning: The Battle for Your Mind. By the very virtue of his association with Olamide, following the release of the monster hit GhostMode, Phyno positioned himself firmly as the King of Eastern rap music. It became easy for music lovers to associate that imagery with Phyno. It is important to find exciting and cost effective ways to leverage the power of creating memorable associations for your brand/business.

Bull’s Eye: Marketing strategy is built on the tripod of Positioning, Targeting and Segmentation. Perhaps the most precious marketing advice one can ever give you is this: You can’t be all things to all men. Know your audience. Understand them. And let their needs drive your production. Ever listened to Phyno pre the duet with Ill Bliss? It was largely unimpressive. The minute he latched unto the strategy of doing music for the proud Igbo brethren, he was half way there. For being epic to core Igbo listeners, he attracted the attention of others. Seek ye first your Core Audience, and every other thing shall come thy way.

Know Your Strengths: There is a consensus in marketing literature, and practice, that marketing involves meeting consumer needs with available resources. The job of the marketer is to scan the environment and see how competence can match needs. Phyno understands this as he has deployed his available (innate) resources to provide a unique blend of groovy music. His ability to rap, sing and produce sets him apart. His singing prowess shines through in songs like Nme Nme, Chukwu Na Enye, Multiply and Ojigi. On Ghost Mode, Kush Muzik he displays stellar production.

Brand Identity: Products are sold on the shelf. Brands are created in the mind. It is not enough to have a kick ass product or service. A brand personality will go a long way in providing marketing success. Phyno’s appearance and mannerism help create an air of mystery and insouciance; which elevates him from mere commodity. Do same for your brand today.

Timing is Key: It is imperative to understand where your brand sits on the Product Life Cycle and seek ways to grow within that point. At the early stage, your key focus should revolve around awareness and trial. As you progress and gain sufficient followership, it is important to use tactics that build brand adoration. Phyno’s brand extension into the Alobam line of Tees is, quite frankly, well timed.

So, there you have it. Remember that brand building is a continuous, painstaking exercise. Remember, “A brand name is more than a word. It is the beginning of a conversation” (Lexicon).

Brand Manager by Day, Social Media enthusiast by night, Uche Briggs holds a Masters in Media and Communication (Marketing Communication Stream) from the School of Media and Communication, Pan Atlantic University, Lagos. Find him on Twitter: @UcheBriggs

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