News
The 7 Pillars of Positioning
When it comes to positioning, a correlation does make the truth: organizations that stand for something unique in the mind of consumers or customers grow and prosper while the ones that stand for nothing or too many things will eventually disintegrate sooner than later. The survival of any company in a modern market-state-economy is dependent on the quality of information available to its management as well as the staff. Unarguably, the Americans are peerless when it comes to information-sharing; they communicate lavishly. This is the source of the obvious resilience and competitive advantage which many American companies enjoy over their counterparts in Africa and Asia. For instance, there are probably more books on why Enron failed than even on IBM turn-around. But here in Nigeria, we scarcely want to talk on why a company went under because we are only used to talking about best practices. But great lessons can equally be learnt from gallant failures.
Revolutions are happening all around us and the emergence of do-it-yourself technology makes forecasting job to be fraught with enormous vulnerability today. In a market-state–economy, only the fittest companies survive the hyper competitive, dog-eat-dog economic milieu. Consumers are kings; they determine which companies to keep alive and the ones to inter. Little wonder why only 60% of the manufacturing companies and 30% of the banks that sang Christmas carol in December 1999 were alive by January 2008 to say happy New Year. In corporate Nigeria, the question is: How did Zenith bank survive the Soludo consolidation re-engineering and Fountain Trust and 63 other banks got dispatched to The Great Beyond? Was it money- power or network or luck or handiwork of unseen forces? No. The answer lies in Positioning.
Positioning is about what is unique in a company, what a company stands for. How buyers or consumers perceive a company will determine the share of the mind and the share of the shelve which such company’s products will enjoy. Positioning is about perception; and perception is reality. The 25 banks that survive the consolidation exercise are mostly the ones that represent something in the mind of consumers. And even then, it will be discovered that 1+1=5 in some banks after consolidation, while 7+1 is less than 1 among some 8 banks that came together. The long and short of it is that the companies that will survive must stand for something in the mind of consumers. A critical analysis of all the companies that have been forced to close shops whether in the media or manufacturing or telecom industries show that majority of them did not stand for something worthwhile in the mind of their respective patrons i.e. consumers. Hardly can anybody remember what Lead Merchant, Bond, ABC, and Metropolitan banks among others stood for when they were in operation? In the media, can anyone remind us what position Sentinel and Globe magazines occupied in the mind of their readers?
However, it is one thing for an organization to communicate one position to its target audience; it’s a different ball game for the audience to see the perceived value. In the last three years, arising from stiff competition, every organization has been trying to purchase a portion of the consumer mind, some have been successful while majority have failed. This is because most companies don’t match their words with actions. For instance, when Intercontinental bank comes out with ‘the face of Leadership’, people wonder which leadership? – In which area. Zenith bank says it is for people, service and technology: Service for whom? Sky bank on the other hand says it is the leader in e-business, while bank PHB says it is the king of innovation. On its part, GT bank constantly waves the ‘professionalism handkerchief’ to us. These are all wonderful positions but consumers like beautiful brides (which they are) are very cautious; they seek for hard facts, concrete evidence to know which of them is for real.
In the paragraphs that follow, we shall look into the seven pillars of positioning to enable managers of organizations see how IBM, Coca-cola, General Electric, Intel, Microsoft and Apple among other great companies managed to engrave themselves into the minds of consumers globally for generations.
Pillar 1: Leadership. The advantage of being the first in a market segment over being the best is as high as 40%. I totally agree with Al Ries and Jack Trout in their powerful book on Positioning that it is far easier to get to the market place first than to try to convince someone that you have a superior product. We witnessed this when Zenith and GT banks first came out to raise N25billion each in the stock market three years ago; they spent less money in advertising than the other banks which came after them.
Pillar 2: Mind. Marketing battles are won or lost first in the mind: getting to the market first is not as important as getting to the mind of the consumer first. The eternal advantage which Guinness stout has over Legend extra stout is the fact that Guinness got into the mind of consumers first. This is why ladies hardly forget their first ‘toaster’
Pillar 3: Perception. All truths are subjective and relative. Everything in this world is about perception. There is no brand of the year, no bank of the year; no man of the year: its all about perception. Perception is real, and it is everything.
Pillar 4: Focus. Companies that successfully own a word in the prospect minds have won 50% of the battle. 7up: the difference is clear. Coke: Always coca-cola. New Horizons: Everything is possible. First bank: truly the first. Skye bank: saying yes to your dream. It works magic, and it shows on the balance-sheet as well.
Pillar 5: Opposite. When bank PHB went for full re-branding, little did it occur to the management that it will catch fire with consumers. There is opportunity in weakness. Companies that are not number one in getting to the market or mind before competition can still prosper if it plays the law of opposite in marketing very well the way 7up and AVIS car hire have done.
Pillar 6: Line Extension: The temptation is always strong for CEOs to extend the brand equity of a product or name. But the end result is always almost a disaster. Maltina did it with little success. Fanta Chapman in coke was a failure. Almost all banks that went into mortgage business in the 1990s in Nigeria got their fingers burnt. Consumers will have no problem in drinking star lager beer from Nigerian Brewery; but certainly the concept of a coke- beer will take miracle to fly. But this is what most CEOs do each time they run out of ideas to boost revenue base of their corporations.
Pillar 7: Resources. No doubt, a life without oxygen and blood will automatically come to an abrupt close the same way a company without cash. Cash remains the king. Cash is blood in business. Without good resources the most brilliant idea won’t get off the ground. Coke, Microsoft, IBM, MTN have all used their respective financial power to permanently weaken competition. Nonetheless,ideas will continue to rule the world!
Tim Akano ([email protected])
Tim Akano is an IT specialist and CEO, New Horizons. He is a seminar presenter and one of the World’s top coaches on sixth-sense corporate strategy.
News
New Study Reveals How Moniepoint Powers Nigeria’s Downstream Oil Sector with Same-Day Settlements and Working Capital Boost

In a move to strengthen Nigeria’s downstream oil and gas sector, Africa’s all-in-one financial platform for businesses and their customers, Moniepoint Inc. says it is transforming how petrol stations across the country manage payments, access credit, and track inventory through innovative financial solutions.

As the largest distribution network for financial services in Nigeria, the leading banking and payments platform trusted by million in its latest case study titled, “Fueling the Nation: How Moniepoint Powers Nigeria’s Oil and Gas Industry”, reaffirmed its commitment to providing digital payment solutions and business management tools to improve operational efficiency in Nigeria’s downstream sector.
The study released recently examined how petrol stations play a crucial role as vital distribution points for fuel in Nigeria, especially in areas with limited access to alternative energy sources. Over 90 per cent of passenger and freight movement in Nigeria is by road, literally fueled by petrol stations that facilitate an average of 41 to 47 million litres of petrol every day.
The downstream oil and gas sector has been considered as the lifeblood of the Nigerian economy, however, for decades, petrol station operators have grappled with the “T+1” settlement cycle, where funds from card payments are only accessible the next day. In an industry with razor-thin margins and the need for immediate restocking, this delay often leads to “dead tanks” and lost revenue.
According to the case study, Moniepoint has bridged this gap by introducing same-day settlements, ensuring that station owners can access their funds instantly to pay suppliers and keep pumps running. The report further reveals that 90.9% of petrol stations now utilize POS terminals as standard infrastructure, with digital channels accounting for 43% of all fuel payments nationwide.
The Moniepoint case study on Nigeria’s downstream oil and gas sector provides very insightful commentary on critical aspects of running a petrol station, including payment systems, inventory management, and funding challenges.
Giving insight into the report and its relevance to the nation’s energy segment, Managing Director, Moniepoint Microfinance Bank, Babatunde Olofin, noted that the study seeks to deepen policy engagement, provide actionable intelligence on critical success factors needed for the nation’s socio-economic growth across different verticals.
Olofin noted, “We are pleased to release this comprehensive report on Nigeria’s downstream sector. Moniepoint’s reason for being is to create financial happiness and power dreams. Reports like this move us in that direction, enabling us to support critical infrastructure that keeps the nation moving.
“Looking at the relevance, with data on their business transactions and our business management tools, petrol stations can effectively plan their inventory and availability, knowing exactly when to stock up and ensuring operations run smoothly to serve more customers.
“By providing fuel retailers with the financial tools they need, Moniepoint is creating a future where access to reliable fuel distribution is improved and represents more than a fundamental right for all in an equitable and efficient system.”
Some other Key insights from the report include: The Liquidity Gap: 1-in-3 station owners identify access to credit as their biggest recurring challenge.
Credit Success: Moniepoint has disbursed millions of Naira in working capital to the sector with a 99.81% repayment success rate.
These tools have enabled nearly three in five fuel stations nationwide to transition from cash-dependent, manually-operated businesses into digitally-enabled enterprises with reliable access to both payments’ infrastructure and growth capital.
This study by Moniepoint comes on the heels of others like the previous case studies on family-owned businesses, South-East’s Onitsha Market, community pharmacies, women-owned businesses, North-East agriculture and the definitive Informal Economy Report, which collectively demonstrated how digital payment solutions are transforming Nigeria’s commercial landscape across diverse sectors and market structures.
Moniepoint’s ongoing commitment to financial inclusion and economic development has positioned it as a catalyst for growth across Nigeria and beyond. The company processes billions in transactions monthly and continues to expand its reach, supporting millions of businesses with payments, banking, credit, and business management solutions.
News
FG Mandates Shared Funding for N1.98trn Electricity Subsidy

Federal Government has directed state governments to begin sharing the cost of electricity subsidy alongside the Federal Government.

It was gathered that payments for the subsidy will now be funded through the Power Assistance Consumers Fund (PCAF), a government-backed pool created to subsidise electricity bills for low-income and vulnerable consumers.
The fund is designed to replace blanket subsidies with targeted support, improve affordability amid rising tariffs and stabilise the power sector.
More than 18 states are already operating electricity regulatory agencies, while others are preparing to do so. The states include Lagos, Ondo, Osun, Ekiti, Edo, Delta, Bayelsa, Akwa Ibom, Cross River, Abia, Anambra, Imo, Kogi, Niger, Nasarawa, Plateau, Gombe and Jigawa.
The Director-General of the Budget Office of the Federation, Mr. Tanimu Yakubu, disclosed this in Abuja at the opening of the 2026 Post-Budget Preparation workshop on the Government Integrated Financial Management Information System (GIFMIS).
Speaking in an address read on his behalf by the Director of Expenditure Social, Mr. Yusuf Muhammed, Yakubu said states that enjoy the political benefits of electricity subsidy must also contribute to covering the financial gap created by the policy.
“Mr. President has directed that we operationalise a clearer framework to share the cost of electricity across the federation, so the burden is not treated as an open-ended fiscal residual — I mean federal residual,” he said.
“If you want a stable power sector, we must pay for the choices we make. When tariffs are held low, a gap is created. That gap is a subsidy, and a subsidy is a bill.”
He added: “In 2026, we will stop pretending that this bill can be left to the Federal Government alone, especially where the policy choice or the political benefit is shared across tiers of government.”
According to him, the President has ordered the activation of the electricity sector’s legal framework to ensure subsidy burden-sharing is practical and transparent.
“This means subsidy costs must be explicit, tracked and funded, so they do not return as arrears, liquidity crises or hidden liabilities in the market,” Yakubu said.
“It also means that if any tier of government chooses affordability intervention, the responsibility must be clear, agreed and enforceable. This is not punishment. It is an alignment.”
He further warned MDAs to make subsidy-related costs visible in their planning.
“The implication is simple: make subsidy-related costs visible in your planning and submissions. Do not push liabilities into the market as arrears or unfunded commitments,” he said.
Yakubu also disclosed that President Bola Tinubu has directed a review of Nigeria’s Fiscal Responsibility Framework to make fiscal rules more dynamic and enforceable.
“Fiscal rules are not a slogan; they are the guardrails of government,” he said.
“Without guardrails, spending becomes impulsive, debt becomes casual, and the budget becomes a statement of intent rather than a tool of delivery.”
He added that capital projects in 2026 must be delivery-ready and properly financed.
“A long list of projects is not a development strategy. It is often a map of disappointment. What citizens feel is delivery, completed roads, reliable power, functional schools and working hospitals,” Yakubu said.
Reacting to the development, the Director of Media and Communications of the Nigerian Governors’ Forum, Mr. Yunusa Abdullahi, said: “We are reviewing the context and content of the information. We will not be making further comments on it.”
News
Spain Bars Under-16s from Social Media in Digital Safety Crackdown

Spanish Prime Minister Pedro Sánchez has unveiled plans to ban children under 16 from social media platforms, mandating robust age verification systems as part of a sweeping legislative package to curb toxic online content.

Speaking at the World Government Summit in Dubai, Sánchez declared platforms must erect “real barriers that work” beyond mere checkboxes, shielding minors from the “digital Wild West” where they navigate unprotected.
The proposal, set for approval by Spain’s Council of Ministers next week, amends a draft bill in parliament and holds social media executives legally accountable for illegal content like disinformation, hate speech and child pornography.
The measures introduce tools to track harmful material spread, while criminalising algorithm manipulation that amplifies such content for profit.
“Spreading hate must come at a legal, economic and ethical cost platforms can no longer ignore,” Sánchez emphasised, vowing governments would stop turning a blind eye.
Spain joins Europe’s hardening stance on youth online access, mirroring Denmark’s under-15 ban plans from last fall, France’s push for restrictions by September, and Portugal’s new bill requiring parental consent for under-16s.
The moves signal a continental shift to “regain control” of digital spaces amid rising concerns over youth vulnerability.
Telecom3 days agoTelecom Operators Invest Over $1Bn on 2,850 New Sites in 2025 – NCC
E-Financial3 days agoIf Capital is the Answer, What Exactly is the Problem with First Holdco
E-Financial3 days agoAmaanah Finance to Unveils Non-Interest Banking Services Today
News3 days agoNSCDC Hands over Fake Crypto Currency Trader to EFCC
General News3 days agoFirst Trustees to Host 8th Islamic Estate Planning Clinic in Abuja
News3 days agoAlakija’s Flourish Africa Provides N300m Grants for Women Entrepreneurs
E-Financial2 days agoAccidental Billionaire Opts for Jail Instead of Returning Money Credited Him by Mistake
General News3 days agoSecurity Forces Probe Use of Drones by Terrorists













