A GLOBAL investor and brand builder, Nik Halik has said that for any brand message to be impactful, the commercial must stand out. Halik who is an Australian astronaut and of Greek descent while on a courtesy visit to Big and Bold Communications Limited, a Nigerian creative agency in Lagos, said that for any brand message to be impactful, the commercial must be attention grabbing.
He said that some marketing communication people compromise fresh ideas by making it a little significance; “they need to be creative because when they think ordinarily, the result becomes ordinary.” Nik said 97 percent of businesses worldwide are invisible and encouraged businesses to be different in the market place.
The astronaut who was also in Nigeria to inspire young entrepreneurs said one thing about failure is that the more you fail the more you learn. “So, tell people to take more risks so that they can fail and learn fast. If you don’t take risks, you won’t understand how to push forward”, he said.
Nik who launched one of his books in space further warned that being conventional as an organisation does not work anymore. “Being conventional will limit your progress and eventually the business will die as a lot of people are jumping into particular businesses these days.”
The brand builder who has done commercials in the Titanic ship, under the water and volcano mountain said theory doesn’t work anymore. According to him most individuals learning theory never had business in their lives. He also said when people stop being crazy, then they are drowning in the sea of sameness. “In the business, you have to be extra-ordinary. Be strategic with your ideas. There are no impossibilities and the sky is not the limit. If the sky is the limit I would not have launched my book in the moon.”
Speaking, chief strategist of Big and Bold Communication, Mr. Jide Adeyemi, said the goal to promote Nigerian brands necessitated the visit by Halik to his company, where he discussed strategies for effective brand building.
In his comment, Jide described the visit as ground breaking.“Halik is a global brand and visiting us in Nigeria among the agencies means that we are possibly doing something right. Nik has told us that he wants to create adverts that can wow consumers around the world and choosing Big and Bold Communication to partner in this adventure is good for us. Going forward, we will sit with him on more collaboration to help brands in Nigeria to grow.”