E-Business
Rising above the Noise: Differentiating Your Brand for Success

By Reuben Kalu
In the fiercely competitive landscape of business, standing out from the crowd is not just an option; it’s a necessity.

Reuben Kalu
In a world where consumers are bombarded with choices, companies must find ways to differentiate themselves or risk being lost in the noise.
This principle is succinctly captured in the book “Killer Differentiators,” where the authors emphasize the importance of carving out a unique identity in order to thrive in the marketplace.
One of the central tenets of this philosophy is encapsulated in the phrase “Differentiate or Sell Cheap.” In this article, we delve into the significance of this principle and explore how businesses can leverage it to achieve sustainable growth.
At its core, “Differentiate or Sell Cheap” underscores the idea that businesses must either offer something truly distinct to justify premium pricing or compete on price alone. In today’s hypercompetitive environment, merely offering a product or service is no longer sufficient. Consumers are seeking experiences, value, and emotional connections with brands. Therefore, companies must find ways to differentiate themselves in the minds of their target audience.
But why is differentiation so crucial? In a crowded marketplace, consumers are faced with an abundance of choices. Without a compelling reason to choose one brand over another, they are likely to default to the cheapest option. This commoditization erodes profit margins and makes it difficult for companies to sustainably grow their businesses.
However, by differentiating themselves, companies can create a unique value proposition that resonates with consumers, thereby reducing the emphasis on price as the primary decision-making factor.
So, what does it mean to differentiate? Differentiation can take many forms, ranging from product features and quality to customer service, brand personality, and overall customer experience. Essentially, it involves finding a distinctive aspect of your business that sets you apart from competitors and resonates with your target audience.
This could be a proprietary technology as seen with Arravo, a commitment to sustainability, a focus on craftsmanship, or even a quirky brand personality.
Take, for example, the case of Apple. Despite being in a market saturated with tech giants, Apple has managed to carve out a unique identity based on its design aesthetics, user-friendly interface, and ecosystem of products and services.
By differentiating itself as a premium brand focused on innovation and user experience,
Apple is able to command higher prices for its products compared to its competitors.
Of course, differentiation alone is not enough. Companies must also deliver on the promises implicit in their differentiation strategy.
This requires a relentless focus on quality, consistency, and customer satisfaction.
After all, a differentiated brand that fails to meet customer expectations will quickly lose credibility and relevance in the marketplace.
But what about the alternative option: selling cheap? While competing on price alone may seem like a viable strategy to attract budget-conscious consumers, it often leads to a race to the bottom, where profit margins are razor-thin, and sustainability is compromised.
Price wars can be detrimental to both individual businesses and the industry as a whole, fostering a culture of discounting and devaluing products and services.
Moreover, competing on price alone is inherently limiting. It positions a company as a commodity provider, where the only differentiator is price, making it difficult to build brand loyalty or command premium pricing. In contrast, differentiation allows companies to create meaningful connections with consumers, fostering loyalty and advocacy that transcends price considerations.
That being said, there are instances where selling cheap may be a strategic decision, particularly in highly price-sensitive markets or when entering new markets where brand recognition is low. However, even in these cases, companies should strive to differentiate themselves in other ways, whether through superior customer service, unique packaging, or value-added services.
Ultimately, the principle of “Differentiate or Sell Cheap” is about making a deliberate choice about how to position your brand in the marketplace.
It’s about recognizing that in order to thrive in today’s competitive landscape, businesses must offer something of value that resonates with consumers.
Whether that value comes from a unique product feature, exceptional customer service, or a compelling brand story, the key is to stand out in a meaningful way.
In conclusion, the principle of “Differentiate or Sell Cheap” is a powerful reminder of the importance of differentiation in today’s business world.
By finding ways to set themselves apart from competitors, companies can create sustainable growth opportunities and build lasting relationships with their customers.
Whether through innovation, quality, or customer experience, differentiation is the key to success in a crowded marketplace.
So, the next time you’re faced with the choice between standing out or competing on price alone, remember: Differentiate or Sell Cheap.
E-Business
Offset Communications Slams N50m Suit against Qore Technologies for Alleged Copyright Infringement

Offset Communications Advisory Ltd has dragged Qore Technologies Ltd before a Federal High Court in Lagos, demanding the sum of N50 million as damages for the alleged infringement of its copyright.

Pic credit….https://copyrightalliance.org
Offset, in the suit marked: FHC/L/CS/1994/2025, is claiming that Qore used content from a proposal it submitted in December 2022, without formal engagement, attribution, or a licensing agreement.
“The Defendant’s execution of the content of the proposal submitted to it by the Plaintiff without any formal engagement, attribution or a licensing arrangement… amounts to an infringement of the Plaintiff’s copyright,” Offset stated in its writ of summon.
The suit filed on September 29, 2025, by Jimoh Bamigbola and Omobolaji Idris, on behalf of the plaintiff has Qore as sole defendant.
Plaintiff, a Lagos-based communications firm, in its statement of claim said it a had previously worked with Qore on Public Relations (PR) projects and was later asked to prepare a communications strategy for the company, adding that the said proposal contained ideas on employee engagement, branding, and stakeholder management.
Offset however, alleged that Qore implemented elements of the proposal, including internal communication initiatives and branding concepts, without payment or agreement.
“The Defendant executed and integrated the propositions into its Public Relations and Communication Strategy without any formal engagement… with the Plaintiff,” the statement of claim read.
The plaintiff said it discovered the alleged infringement in April 2025 and subsequently notified the defendant, but efforts to resolve the dispute failed.
It is seeking, among other reliefs, a declaration that the defendant’s actions amount to copyright infringement, N50 million in general damages, N5 million in litigation costs, 29 percent post-judgment interest, and “an order of perpetual injunction, restraining the Defendant… from further infringing on the Plaintiff’s copyright.”
Qore Technologies, however, denied the allegations in its statement of defence, arguing that the plaintiff was only engaged for limited Public Relations support services on a project basis and was paid for those services.
“The Plaintiff merely provided routine and secondary Public Relations support services… for which the Plaintiff was remunerated,” the defendant stated.
Qore further argued that the ideas referenced by the plaintiff are not protected under copyright law.
“The alleged ‘ideas’… consist of generic corporate communication practices widely used by companies… and cannot constitute original copyrightable works under Nigerian law,” it said.
The company also maintained that no binding agreement existed regarding the proposal and that its branding and communication strategies were developed internally and by its consultants.
In addition, Qore challenged the competence of the suit, stating that “the Statement of Claim discloses no reasonable cause of action” and that the court lacks jurisdiction to entertain the matter.
The defendant also filed a counterclaim, seeking N6.35 million as reimbursement for legal fees incurred in defending the suit, as well as N2 million in costs.
At the hearing on March 23, 2026, counsel to the parties identified their processes, and the court adjourned the matter to June 22, 2026, for further proceedings.
The case is expected to test the boundaries of copyright protection in Nigeria’s Communications and Public Relations industry, particularly regarding the ownership of proposals and business ideas.
E-Business
NDPC Investigates Remita, Others over Alleged Data Breaches

Nigeria Data Protection Commission (NDPC) said it is carrying out an investigation into alleged data breaches involving Remita Payment Services Ltd., Sterling Bank and other entities.

A statement on Sunday issued by Babatunde Bamigboye, head, Legal, Enforcement & Regulations, NDPC, said in line with the Commission’s procedure, Notice of Investigation was duly served on the 1st of April, 2026.
Bamigboye said relevant parties and individuals have been providing information for the purpose of addressing the incident.
“The aim of the investigation is to ensure that data subjects are protected with appropriate technical and organisational measures.
“The investigation by NDPC covers, among others, the types of personal data involved, the nature and scope of the alleged breach, the risk to data subjects and the mitigation measures carried out where a breach is confirmed,” he explained.
Vincent Olatunji, Commission’s National Commissioner/CEO, has directed that organisations that employ digital payment systems without putting in place appropriate technical and organisational measures as mandated under the Nigeria Data Protection Act, 2023 (NDP Act), will also be examined as part of a wider effort to ensure the integrity of the ecosystem.
E-Business
Nigeria Mulls National Cybersecurity Council

Federal Government has unveiled plans to establish a National Cybersecurity Coordination Council, signaling a shift toward a more unified, intelligence-driven approach to defending the country’s rapidly expanding digital economy.

Conceived as a non-statutory, multi-stakeholder body, the proposed Council will enhance coordination, enable trusted information sharing, and guide government strategy on cybersecurity, risk management, and national response amid increasingly complex cyber threats.
The initiative, championed by Bosun Tijani, minister of communications, innovation and digital economy, is designed to bring together government institutions, private sector players and technical experts into a single collaborative platform to strengthen the country’s cyber resilience.
Tijani noted that this initiative comes in response to a wave of recent cyber incidents that have disrupted operations across key private institutions and public sector.
In recent times, Nigeria’s financial system has faced mounting cyber pressure, reflecting global trends as cybercrime is projected to cost the world over $10.5 trillion annually, according to Cybersecurity Ventures.
Analysts say these attacks are increasingly coordinated and sophisticated, prompting the government to recognise that fragmented, institution-specific approaches can no longer manage systemic cyber risks effectively.
Under the new framework, the government aims to promote a “collective defence” model, an approach widely adopted in advanced digital economies where threat intelligence is shared in real time across institutions.
The Council is expected to include chief information security officers, cybersecurity associations, the Nigerian Computer Society, global technology providers, researchers, law enforcement agencies and civil society groups, ensuring a broad-based and technically grounded response architecture.
Key priorities will include developing national threat intelligence-sharing systems, harmonised cyber defence protocols, and coordinated incident response, while strengthening capacity to close Nigeria’s cybersecurity talent gap.
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