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Gulder Redefines Its Brand Position, Urges Consumers to “Own Their Journey”

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L-R Media Manager NB Plc. Toheeb Azeez, Portfolio Manager, National Premium Brands NB Plc. Sarah Agha, Senior Brand Manager Gulder, NB Plc., Kolawole Akintimehin, and Brand Manager Support Gulder, NB Plc. Freya Doessel At The Unveil of Gulder’s New Brand Positioning – “Own Your Journey”
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Gulder, Premium beer brand, has announced its new brand positioning going into 2019.

 

Revered for being the Ultimate beer, and known for its sleek golden brown bottle with the iconic helmet, Gulder will now be extending its market penetration by redefining the brand to Nigerians, urging them to own their journey.

 

The “Own Your Journey” phrase has just been introduced as the beer brand’s tagline, as Gulder seeks to alter its messaging to reflect its current brand position and craft a better narrative that can connect with its target audience.

 

This fresh brand perspective will oversee some new creative directions which will further help distinguish Gulder from all other competing beer brands.

 

Plans are already in place to launch a series of events that will cut across various media channels to communicate the fresh new identify of the Gulder brand.

 

The beer brand in 2018, introduced its bold new label design. The new label design, showcases one of Gulder’s strongest brand assets, ‘The Gulder Knight’, which is faced forward giving the Gulder brand a more progressive outlook and a new tagline inspired by a fresh perspective themed “Looking Forward”.

 

This change further cemented Gulder’s position as the drink for the modern man.

 

Since its launch in 1970, Gulder has often set high standards, achieving various milestones during its illustrious years as the “The Ultimate Beer”.

 

This often led to the brand being regarded as Nigeria’s most innovative beer brand. Now with its decision to urge consumers to “Own Their Journey”, Gulder is set to up the ante by challenging Nigerians to take charge of their quest for success and their proverbial journey towards achieving their personal and professional goals.

 

Shedding more light on the new brand position, Marketing Director, Nigerian Breweries, Emmanuel Oriakhi, said, ‘Gulder is one of the oldest beer brands in Nigeria, and as we continue to evolve as a brand, we feel the need to continually redefine what Gulder represents.

 

“This is not a complete change of direction, we are simply crafting a narrative that allows us communicate our brand values better.

 

We want to encourage Nigerians to be proud of their quest for success. As young Nigerians, we are all on a journey towards achieving our personal and professional goals. This journey is what we want to celebrate”.

 

Sarah Agha, Portfolio Manager, National Premium Lager, Nigerian Breweries, stated that, ‘The theme of owning your journey is an incentive which will help individuals, and consumers have a good definition of their personal journeys in all spheres of their endeavours, encouraging them to own their journey to success and be the best version of themselves as they journey through life”.      

 

Gulder Beer is one of the oldest Nigerian beer brands, renowned for being a staple for the young, bold and courageous Nigerian.

 

It also celebrates the brave Nigerian spirit, all of these while retaining its crisp taste and signature look.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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DG NCC Tasks University Dons on Research Commercialization, IP Management to Build Global Competitive Ecosystems

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Dr. John Asein, director-general, Nigerian Copyright Commission (NCC), has charged universities to leverage Intellectual Property (IP), innovation management and research commercialisation to build vibrant, sustainable and globally competitive ecosystems.

The DG stated this while delivering a paper on: ‘’Research Commercialisation, IP Policy and Innovation Management’’ at the Committee of Vice-Chancellors of Nigerian Universities (CVCNU) organised Business Clinic themed: Unlocking University-Driven Business Ecosystems: Innovation, Partnerships and Sustainable Enterprise Models in Abuja.

The programme was targeted at engaging Vice-Chancellors, principal officers and other key officers in Nigerian Universities in a practical dialogue on how to transit their institutions into thriving business ecosystems through innovation, enterprise development and strategic partnerships.

In his presentation, Dr. Asein, disclosed that Universities are now recognised as engines of national development and innovation hubs that must connect scholarship to business.

He noted that with over 300 Universities in Nigeria, there is need for structured pathways to turn ideas into commercial outcomes while attention should be focused on IP assets in our universities in order to harness them in a safe, sustainable and satisfactory manner.

The DG NCC speaking further on leveraging resources from the creativity locked up within the university system, harped on the need to harness the soft power of our youth as Nigeria’s most valuable natural resources are its people.

Drawing demography from Nigeria youthful population, he observed that over 70 percent of Nigerians who are under the age of 30 are mostly in the university system studying. These youths, he noted, shape cultures, technology and innovation through creativity and digital skills.

He tasked universities to become innovation factories where young people can explore ideas, protect their IP and grow startups by integrating innovation culture, entrepreneurship training and IP awareness into its learning environment.

He equally urged Universities to look beyond the sciences to commercialize traditional knowledge-based innovations and harness the potentials in the creative arts disciplines like music, visual arts, theatre arts and others for commercial outcomes.

Dr. Asein, recommended that universities as centres of learning, should take the lead in using the IP system for promoting education and learning, wealth creation, revenue generation and institutional development.

Underscoring the need for all universities to have an IP Policy, he noted that the Model developed by the Nigerian Copyright Commission in partnership with the CVCNU is a good starting point.

The Secretary-General, CVCNU, Prof. Andrew Haruna, presented the welcome address at the event while the Director, Technology Innovation and Commercialisation, NOTAP, Mrs. Adah H.N. Mokolo-Oladunke represented the Director-General, NOTAP at the event.

The 2025 CVCNU Business Clinic witnessed attendance from representatives of Public and Private Universities across the 36 States in Nigeria.

 


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US invests $115m in counter-drone tech for World Cup security

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US invests $115m in counter-drone tech for World Cup security

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The US Department of Homeland Security (DHS) will invest $115 million in counter-drone technology to safeguard the 2026 FIFA World Cup and events marking America’s 250th independence anniversary, creating a dedicated office for rapid drone system deployment.

Homeland Security Secretary Kristi Noem described drones as “the new frontier of American air superiority,” stressing the need to counter threats from drug cartels using unmanned aircraft for smuggling and surveillance, alongside incidents like a 2025 NFL stadium drone flight and 2024 New Jersey sightings.

The funding supports 11 World Cup host cities expecting over one million visitors, building on FEMA’s $250 million grants to those states and addressing risks heightened by cartels’ advancing tech, including a reported FBI tracking plot in Mexico.

DHS has conducted over 1,500 counter-drone missions since 2018, with the new Program Executive Office accelerating acquisitions amid President Trump’s border security push.


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Youth Talent Takes Center Stage as T2 Ignites High-Octane Rap Battles @ Carnival Calabar

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The energy at the Carnival Calabar Music Concert reached a new high as T2 introduced a first-ever rap battle platform, giving young Nigerians an electrifying stage to showcase their talent, creativity, and self-expression while competing for exciting prizes.

Held at the U.J. Esuene Stadium, the activation blended pulsating music, vibrant culture, and youthful energy into a dynamic celebration that kept thousands of carnival-goers fully engaged from start to finish.

Eight fearless contestants stepped into the spotlight, going bar for bar in an intense lyrical showdown. Rappers fused local languages, pidgin, and sharp punchlines, creatively weaving the T2 brand into their verses.

Anchored by the energetic hosting duo MC Double I and MC Princess, the rap battles thrilled over 16,000 attendees, including the Governor of Cross River State, Senator Bassey Otu, delivering an unforgettable showcase of youth talent and cultural expression.

With prizes including fridges, gas cookers, sound systems, and airtime top-ups, the competition remained fierce throughout the night. After two high-energy rounds narrowed the field to a five-man final duel, Emmanuel Eye emerged as the overall winner, taking home the grand prize — a fridge.

“I never expected this at all,” Emmanuel said. “I came to the concert like anyone else, and hearing about the T2 rap battle was a surprise. When I got the chance to perform, I just went for it. Being named the overall winner is amazing, and I’m grateful to T2 for creating this platform to showcase our talent.”

Beyond the stage performances, T2’s presence added a digital layer to the carnival experience. As part of its role as Digital Technology Partner of Carnival Calabar, the brand introduced the MyT2 App as a lifestyle companion, while also enabling line reactivations, airtime top-ups, and instant rewards for hundreds of attendees, blending technology seamlessly into the live celebration.

Commenting on the activation, Chinelo Manefo, Specialist, Events and Sponsorship at T2, said:

“The energy from both the rappers and the crowd was incredible. This platform reflects exactly what T2 aims to create — a celebration of youth, creativity, and culture, enhanced by technology that connects people and experiences. Seeing the audience so immersed shows how music and performance can empower the next generation.”

The Carnival Calabar Music Concert, headlined by Tiwa Savage, Timaya, and top local performers, was further energized by T2’s interactive rap battle platform. By blending music, culture, youth expression, and digital innovation, T2 reinforced its commitment to championing Nigeria’s next generation, giving young creatives a stage to shine while enriching how they experience the festival.

 


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