
Radar | Sep 08,2019
Oct 31 , 2020
By Kidist Yidnekachew ( Kidist Yidnekachew has degrees in psychology and journalism and communications. She can be reached at kidyyidnekachew@gmail.com. )
It is not a secret that a lack of creativity in industries extends to their marketing strategies. Logos, slogans and corporate identities are shamelessly ripped off. It has become a common phenomenon.
While studying for my communications master's degree, I came into contact with many of the industry behemoths that are behind the larger advertising campaigns scattered across the country. The common consensus is that while there are agencies capable of delivering original branding and corporate identity guidelines, the market is just as well awash with freshman graduates of computer science looking to make a quick buck.
Proper branding is not some slapdash quickie logo that is put together from easily downloadable images and designs. It is actually a long process that involves - after client consultation - a team of experts working long hours together to develop a corporate identity that reflects the product or service.
An account executive, creative director, copy editor, art director, graphic artist,and general manager are just some of the people involved in this process. It is a lengthy process that involves a great deal of time, resources and energy. Typically, an agency can charge upwards of half a million Birr.
Some people may be utterly shocked by this figure: after all, it is just a logo, right?
This lack of understanding of the value of corporate identity and effective customer acquisition is why we are in our current position. It is more likely for companies to go to their neighbourhood computer whiz and fork out 50,000 Br and get their logo done with downloaded elements for subpar results than to pay the right people to develop a well-thought-out corporate identity.
It is then not hard to see why some of our most successful state and private enterprises, and even some political parties, all have logos that were copied. This cannot be completely laid at the feet of the companies but the individuals they hire. The problem starts mostly from the decision to be cheap on the section of the business that is integral to long-term survival.
The story does not end there. Many may look for cheap alternatives, forgoing the originality and enhanced performance market recognition affords them in taking the business forward.
Banks though are not cheap. They spend millions of Birr in brand redesigning, consulting fees and system upgrades. They have the money to spend liberally. But even they sometimes hit and miss. They end up with brand logos that bear too much similarity with entities outside of the country.
What is one to do when even reputable agencies fail to deliver?
This calls attention to the need for due diligence, which always falls to the company at the end of the day. Making use of test groups to screen new ideas, especially having to do with the image of the company, does not hurt either.
Indeed, it may be the case that the company’s intent is to bandwagon off another more reputable and successful international company. Some of the logos may have been intentionally copied as a marketing strategy aimed at getting customers to purchase these products by means of association.
This is probably most true of local fast-food chains that blatantly use logos and names of international restaurant brands. There is not even the effort to hide one’s intention in several of these cases. They plagiarise brand identity mercilessly out in the open to generate sales. These saves them time, energy and money, as building on an already known brand is easier than starting from scratch and building a new one.
This is not just a phenomenon in Ethiopia. Chinese companies are famous for playing the same game, which has led to the country getting major criticism from the likes of the United States.
There is an excellent lesson to take out of this. Indeed, China's manufacturing industry is something to be jealous of, but they have also become notorious for the questionable durability of their products, especially when they are on the cheap side.
There is even an Amharic saying, “Ye China iqa ayberkitim,’’ meaning that products made in China do not last long.
It is only ironic then that Ethiopia’s tourism motto is “the Land of Origins.” The intention is to convey the nation’s ancient natural and human-made riches. But the disparity that is felt is loud and clear. When it comes to present-day Ethiopia, there is little originality going around.
PUBLISHED ON
Oct 31,2020 [ VOL
21 , NO
1070]
Radar | Sep 08,2019
Radar | Oct 17,2020
View From Arada | Jul 20,2019
Fortune News | Apr 26,2019
View From Arada | Jun 15,2019
Fortune News | Mar 28,2020
Fortune News | Jul 06,2019
Radar | Jul 18,2021
Editorial | Dec 28,2019
Covid-19 | Apr 08,2020
Photo Gallery | 66994 Views | May 06,2019
Photo Gallery | 58767 Views | Apr 26,2019
Fortune News | 51767 Views | Jul 18,2020
Fortune News | 51423 Views | Sep 01,2021
Editorial | Mar 18,2023
Dec 24 , 2022
Biniam Mikru heads the department of cabinet affairs under Mayor Adanech Abiebie. But...
Jul 2 , 2022 . By RUTH TAYE
On a rainy afternoon last week, a coffee processing facility in the capital's Akaki-Qality District was abuzz with activ...
Nov 27 , 2021
Against my will, I have witnessed the most terrible defeat of reason and the most sa...
Nov 13 , 2021
Plans and reality do not always gel. They rarely do in a fast-moving world. Every act...
Mar 18 , 2023
Ethiopia's economy once hailed as a paragon of growth and development, now faces a co...
Mar 11 , 2023
Ethiopia is rapidly emerging as one of China's top African debtors, second only to An...
Mar 4 , 2023
Once again, Ethiopia has claimed international attention in the past few weeks for re...
Feb 25 , 2023
Millions of people in Ethiopia have continued to be deprived of access to information...
Mar 18 , 2023
Residents in the capital are all too familiar with the rationing of running water supply as the 0.48 million cubic meters of water pumped ou...
Mar 18 , 2023 . By MUNIR SHEMSU
Consumers in the Benishangul-Gumuz Regional State feel the pinch of a high cost of living, exacerbated by...
Mar 18 , 2023 . By AKSAH ITALO
A Korean-based consultancy firm, DONG IL Engineering Consultants bagged the contract to conduct a detaile...
Mar 18 , 2023 . By AKSAH ITALO
Authorities raise the minimum price threshold for horticultural products on vegetables and fruits exporte...