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BRAND POSITIONING

The branding and revenue benefits of a world record-breaking attempt

By our News Team | 2023

Nigerian chef Hilda Baci’s Guinness World Record attempt for nonstop cooking attracted widespread interest and will enhance her brand.

Well-known Nigerian chef Hilda Baci recently set a new Guinness World Record for the longest nonstop cooking time by an individual of 100 hours (pending ratification by Guinness).

While the stamina and determination by Baci in creating more than 55 recipes and over 100 meals designed to showcase the best of Nigerian cuisine is certainly praiseworthy, what did it achieve from a brand positioning perspective?

Brand Positioning

Photo courtesy of Hilda Baci

According to an analysis by Jane Egerton-Idehen – a former Africa-based Meta executive and now a European-based sales and marketing consultant and speaker – the record-breaking attempt has achieved a number of milestones for Baci’s brand. Among them:

  1. Trending on Twitter for several days, racking up 70,000 followers.
  2. Grew Instagram followers to almost 1-million over the course of the cook-a-thon.
  3. 10,000 people talked about the record-breaking attempt on Facebook.
  4. More than 2-million searches on Google.

Egerton-Idehen says there are also several lessons to be learned about brand positioning, including:

Planning and intentionality

Building a brand takes hard work, planning and intentionality. Most times we see the visibility and forget to acknowledge all the work that went into it. Next time you come across great brands consider this.

Power of differentiation

Differentiation is a powerful way to establish yourself as a leader in your field or set your company apart from competitors.

Creating emotional connections

Investing in building a strong brand goes beyond awareness. When done with impact, it has the ability to create a strong emotional connection between a company/brand with customers/clients. Some fans stood in the rain to support Hilda, while others spent nights at the location rooting for her.

Impact on purchasing behaviour

Financial reward and monetisation will follow. Strong brand equity has the ability to affect consumer perception and purchasing behaviour for clients. Consider the immense patronage that will follow Hilda’s MyFood restaurant in Lagos, the numerous sponsorship deals and collaborative activities that will follow, both locally and internationally.

You can read Jane Egerton-Idehen’s full LinkedIn post here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.