Marketing yourself and your business through thought leadership

By our News Team | 2021

How do you do thought leadership right? Handled effectively, it can build a powerful brand for individuals and businesses.

Thought leaders have the creative courage to move past the ‘now’ and to demonstrate a vision for how things could be. They share ideas about a topic that seems radical and ahead of its time – which is what attracts desirable audiences.

These independent thinkers are fuelled by a confidence that drives them forward. They have a vision which is contagious to their intended audience. There is no time to waste discussing the current zeitgeist (the mood of the present) when ‘what can be’ is more exciting.

A concept might not be completely new, but a thought leader’s take on it most certainly is. The writer or speaker is leading the thinking on a topic or theme – not just reporting on it.

There’s a risk, though: given the volume of fake news, thought leaders can’t simply wax lyrical about a revolutionary idea. It has to be research-based and coherent. It has to answer the questions, ‘Why should this information matter to me? Can it improve the ROI of my business, make me happier, or bring clarity where there is confusion?’

What formats are most effective?

If thought leadership is a strategic objective for your business, think about how each article, blog, visual or voice-based story you put out contributes to your overarching brand story. 

What do you want to tell, and what formats are most effective in conveying that message? Does all thought leadership have to be blog-style articles? What about a podcast or a 60-second video? How do you cut through the clutter with a magnetic message that attracts the right kind of attention? 

Build trust and connection with ideas that teach audiences something in a few minutes minutes that they can apply for a lifetime.

There has to be an actionable takeaway, a friendly dare or a call to action. Be clear about what you want to say, how best to say it and understand why you think it is important to say it at all. Now that’s an idea worth spreading.

Source: By Samantha Page of John Brown Media, issued by Dentsu

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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.