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
NITDA Advocates AI, Security Integration for Sustainable Development

Kashifu Inuwa, CCIE, the Director General of the National Information Technology Development Agency (NITDA), has emphasised that integrating intelligence, security, and sustainability is critical to driving Nigeria’s digital transformation and global competitiveness.
Inuwa made the remarks on Tuesday in Kano while delivering a goodwill message at the opening of the 19th International Conference (CONNOVATE 2025) of the Nigerian Computer Society (NCS), themed “Intelligent, Secure, and Sustainable Innovations for a Connected World.”
Represented by Engr. Salisu Kaka, Director of E-Government and Digital Economy Development, Inuwa said the three elements were now indispensable drivers of national progress. He highlighted the need for their convergence to unlock new opportunities in Nigeria’s technology sector, citing Estonia’s X-Road platform — which enables 99% of government services online — as a global model.
“In Nigeria, trust is the ultimate currency in our high-stakes digital environment, where scams and cybercrime are prevalent. Security builds and protects this trust,” Abdullahi said.
He stressed that while security provides the foundation, intelligence builds the structure, pointing to Artificial Intelligence (AI), Machine Learning (ML), and data analytics as tools for addressing Nigeria’s complex challenges. Warning that “innovation without security is unsustainable,” he likened it to “a high-performance race car without brakes.”
The DG urged the next wave of Nigerian startups to go beyond digitising existing processes to creating new value, citing AI-powered wealth management and ML-driven remote diagnostics as examples.
He further highlighted the various Federal Ministry of Communications, Innovation and Digital Economy (FMCIDE) initiatives supporting this vision, including the National Centre for Artificial Intelligence and Robotics (NCAIR), the Computer Emergency Readiness and Response Team (CERRT), the Nigeria Data Protection Act (NDPA) 2023, the national digital identity programme, interoperable payments, and human capital initiatives such as the 3 Million Technical Talent (3MTT) and Digital Literacy for All (DL4ALL) programmes.
Inuwa cited example with International Federation for Information Processing (IFIP) President, Antony Wong, that called for stronger protection and strategic use of data in the Global South to safeguard indigenous knowledge. He stressed the importance of legal clarity on data ownership as Nigeria’s cultural heritage in medicine, ecology, and art is digitised and incorporated into AI systems. Wong praised Nigeria’s role in the recent World Intellectual Property Organization (WIPO) treaty protecting genetic resources and traditional knowledge.
Delivering his welcome address, the NCS President, Dr. Muhammad Sirajo, said the conference would serve as a platform for IT professionals to address critical issues, including intelligent systems, fintech, sustainable energy, and innovations in agriculture, health, education, and national planning.
“This conference will provide an interdisciplinary platform for researchers, practitioners, and educators to present and discuss recent innovations, trends, and solutions for improving technological systems,” Sirajo said.
The week-long event includes plenary sessions, a doctoral consortium, a youth and entrepreneurship forum, the Fellows Forum, the Annual General Meeting, an IT quiz competition for students, and an induction ceremony for new members. It will conclude with the election of new national executives, a dinner, and an awards night honouring contributions to the ICT sector.
E-Business
AfDB Adopts AI to Fast-track Africa’s Development Blueprint

The African Development Bank (AfDB) is betting big on Artificial Intelligence (AI) as a catalyst for delivering Africa’s ambitious Agenda 2063.
With hands-on training in tools like ChatGPT and Google Gemini, the Bank believes the results could redefine how the continent plans, measures, and delivers its development goals.
Through its Joint Secretariat Support Office, the AfDB has provided technical and financial support to the 5th annual training workshop for African Union member states, focusing on the use of AI to track and implement the second ten-year plan (2024–2033) of Agenda 2063.
The five-day workshop, held in Lusaka, Zambia, was co-organised by the African Union Commission and the African Capacity Building Foundation.
Participants from across the continent rolled up their sleeves for hands-on training with emerging AI platforms like Ailyse, Google AI Studio, and Perplexity.
The goal of Africa’s multilateral development finance institution is to turn complex development data into actionable insights that can drive smarter decisions, faster interventions, and more accountable governance.
AbibuTamu, lead programme co-ordinator at the AfDB, said AI was now an indispensable tool for Africa’s future.
“These tools are not only revolutionizing how data is collected, analysed, and reported, they are also enabling more targeted policy interventions and efficient resource allocation,” Tamu told delegates.
Agenda 2063, dubbed “The Africa We Want,” is the African Union’s 50-year blueprint for inclusive growth and sustainable development. The second 10-year plan prioritises industrialisation, digital transformation, and sustainable livelihoods.
With AI now in the mix, African policymakers can track progress in real-time, spot bottlenecks before they choke projects, and reallocate resources where they are needed most.
The AfDB’s backing underscores a broader strategy of boosting both human and institutional capacity that propels African states to harness the digital revolution.
Beyond technical skills, the Lusaka workshop doubled as a peer-learning platform, with countries sharing real-world success stories on integrating AI into national planning and reporting.
“If Agenda 2063 is Africa’s long-term roadmap, this AI training is about upgrading the continent’s GPS that ensures leaders not only know the destination, but also have the intelligence to navigate every twist and turn on the way,” said Tamu.
E-Business
Firm Shares Tips for Safer Remote Working

It is holiday season in many parts of the world. These days though, going on holiday does not always mean turning your back on office life – hybrid work cuts both ways.
Today’s widespread connectivity—available at airports, train stations, restaurants, hotels, and most indoor public spaces—makes staying connected easier than ever, with free Wi-Fi in many locations and reliable 4G or 5G coverage elsewhere, helping to facilitate a seamless blend of work and leisure even while on holiday.
This increase in connectivity among travellers has not gone unnoticed by cyber criminals. Kaspersky experts analysed nearly 25,000 free Wi-Fi spots in Paris ahead of the Summer Olympic Games and Paralympic Games. The analysis revealed that almost 25% of these networks had weak or no encryption, making users vulnerable to personal and banking data theft.
Travellers often have their guard down. The unfamiliar surroundings of a new location or a different language can throw up a useful smokescreen for a cyberattack, meaning additional care needs to be taken when logging on. Fortunately, a few smart tools and habits can help you stay protected while enjoying the flexibility of remote work.
Use a VPN for secure connections
A VPN is one of the most effective ways to safeguard users’ online activity, especially when working from unfamiliar locations. By encrypting Internet traffic, a VPN ensures that hackers can’t intercept sensitive data like login credentials or financial details. This is particularly important when accessing work emails or company files on public Wi-Fi, where cybercriminals often lurk.
Switch to an eSIM for reliable, secure mobile data
Another useful digital tool that provides a seamless way to stay connected using local mobile networks with no physical SIM card required is the eSIM. This is a game-changer for international travellers who want to avoid sky-high roaming charges or the hassle of hunting down temporary SIM cards in foreign countries.
With an eSIM, a user can download a local data plan before you even arrive at your destination, ensuring instant connectivity the moment you land. This eliminates the need to rely on unsecured Wi-Fi hotspots, significantly reducing your exposure to cyber threats.
Plus, many eSIM providers allow you to manage multiple profiles on a single device, making it easy to switch between work and personal data plans without juggling multiple phones.
Services like Kaspersky eSIM Store enables users to purchase and activate data plans in advance, track usage and top up as needed, all from a single app.
Enable two-factor authentication (2FA)
When travelling, people often leave devices unattended. To protect against unwanted people logging in, travellers should ensure two-factor authentication (2FA) is enabled on all critical accounts and that passwords are used on all devices.
Final tips for a secure workation
Even with a VPN, eSIM and 2FA in place, your devices still need strong defenses against malware, phishing scams and ransomware. Cybercriminals often target remote workers who may let their guard down while travelling, making real-time protection essential.
Modern antivirus software does more than just scan for viruses, it actively blocks malicious downloads, warns you about phishing attempts and even secures your passwords and financial data.
For the most robust security, consider a solution like Kaspersky Premium, which combines antivirus protection, a VPN and password management into a single, easy-to-use package.
By combining a VPN, eSIM and strong antivirus, you can work from anywhere with confidence, whether you’re sending emails from a poolside or joining a video call from a festival tent.
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