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Chain Reactions Unveils New Identity, Innovative Digital Platforms



Chain Reactions Africa

By Dipo Olowookere

Change, they say, is constant and any brand that fails to adapt to the latest trends will be left behind and live to regrets not taking an action.

This may have triggered the decision of a leading Public Relations and Integrated Communications Consulting (IMC) firm, Chain Reactions Nigeria, to “transition from services to platforms,” according to its Managing Director/Chief Strategist, Mr Israel Jaiye Opayemi.

At an event to mark its 15th anniversary held at Radisson Blu Hotel, Ikeja GRA, Lagos, on Wednesday, March 30, the company rebranded and repositioned to become a digital-first platform and 24/7 solution house for governments and brands desirous of winning in Africa’s reputation economy.

It was disclosed that the repositioning involves a name change from Chain Reactions Nigeria to Chain Reactions Africa, setting a new vision and a mission, unifying its expertise and competencies and using them as a competitive advantage to help businesses and governments to understand the extant and emerging cultures and trends.

Mr Opayemi, while speaking at the event tagged Ara Unstripped, informed eminent players in corporate Nigeria and the public sector in attendance that, “It is a transition from services to platforms. Today, we are becoming a digital-first Public Relations and Integrated Communications Consultancy. This explains why we are officially becoming a 24/7 solution house for governments and brands who wish to win in the reputation economy of Africa.”

“Our new role is to help public and private sector clients develop communications strategies that feed on the plate of culture and trends. Cultures and trends have the power to transform human behaviour.

“If a public policy would fail, it may fail because of entrenched cultures and trends a government has failed to notice. Cultures and trends largely influence purchase decisions.

“We all often hear this statement, don’t buy it. It is no longer in vogue. That is a death sentence passed on a brand. It was because the brand owners never paid attention to the changing culture and trends in the market.

“Our solutions will now traverse problem identification, cultural solution, and experience design as a company. Be it voter behaviour, driving against traffic, or consumer behaviour, they are all driven by cultures and trends.”

At the event, Chain Reactions Africa unveiled its new logo, the innovative digital platforms called Ara and the Prophet, and the Goodnews Nigeria website described as “a digital news platform dedicated to reporting everything good and positive about Nigeria. It will become a one-stop-shop for leisure and business tourists seeking information about our great nation.”

While Ara, a chatbot, is CRA’s virtual assistant available 24/7, the Prophet is a tech-powered hub that helps businesses and brands understand issues, trends and cultural nuances in hindsight. It provides clarity on current trends with insight and offers foresight without human interaction.

Explaining the new brand logo featuring African drums, colours orange and ochre, intricate designs and the infinity symbol, Chain Reactions Africa’s Creative Director, Briton, Mr Colin Morris, said, “they represent the heartbeat of Nigeria and Africa.

“These colours mirror the optimism of every Nigerian. They also reflect the colours of the Sahara. The Sahara, of course, is not in Nigeria but Africa and is the reason the logo is not just Nigeria but Africa, the big picture. The intricate designs are also an African thing, not just Nigeria.”

“Chain Reactions is no longer just local; it will get bigger. The infinity symbol tells our story; it’s never-ending. It reflects the opportunities of a new blend of communications merging, beyond the traditional, beyond what we have always assumed.

“As a consultancy, the plan is for Chain Reactions to leave a footprint in every part of Africa. Africa is where we will win.

“Our redesigned logo shows that we are both Nigerian and African; we are progressive and resilient. We are drivers of change in our industry and new industries. Like the infinity symbol, we intend to keep evolving.”

The 15th anniversary featured the maiden Innovation and Tech Trends Summit (ITTS). PR & Comms Manager at OMNIBIZ, Elizabeth Adebanjo, Chief Business Officer, Cellulant, Sike Bamisebi, Group Chief Operating Officer, Palton Morgan, Nidal Turjman and film producer and actress Hauwa Alahhbura discussed Enablers for living and winning in a disrupted world at the session moderated by youth analyst, Femi Daniel.

Executive Assistant, New Media and Public Relations to the Lagos State Governor, Mr Segun Fafore; Head, Marketing Communications and Investor Relations, Wema Bank, Funmi Falola; integrated marketing communications professionals, Yomi Badejo-Okusanya; Mrs Nkechi Alli-Balogun; Chido Nwakanma; and Muyiwa Akintunde were among guests at the occasion.

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via

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B2B Platforms Facilitate Faster Distribution for FMCG Manufacturers



FMCG manufacturers

By Adedapo Adesanya

Business-to-Business (B2B) e-Commerce platforms, such as Alerzo and Tradedepot facilitate faster product distribution for FMCG manufacturers like Unilever, Nestlé, Procter & Gamble, PZ Cussons, Reckitt Benckiser, Dangote, Golden Penny, Dufil and Flour Mills.

No doubt digital technology is redefining manufacturing, distribution and retailing which in turn reflects on our day-to-day living. There have been and will continue to be shifts in the way several sectors of the economy operate as the rising emergence of Business-to-Customers (B2C) and B2B e-Commerce platforms in Nigeria typifies how digital technology is driving the marketplace.

After the Industrial Revolution of the 18th century, Technology Revolution energised by information and communication technology or digital technology is another big wave that has had an unmatched impact on the world’s social and economic landscape in the 21st century.

At present, e-Commerce is helping manufacturers, distributors and the retail segment of the Nigerian economy to reach their customers faster, deepen market penetration and reach remote locations more easily.

Mr Adewale Opaleye, CEO of Alerzo, a B2B e-Commerce platform, said his company’s mission is to empower the nation’s $100 million worth retail segment through digital products by equipping them to run as profitable and sustainable businesses.

To this end, the role of tech-driven B2B e-Commerce platforms is especially profound in their support for manufacturers, distributors and retailers by enabling efficient Factory-to-Retail distribution for food and consumer goods companies, thereby helping to bridge disruptions in the supply chain.

Manufacturers and business owners no longer have to wait for customers to walk to the shelf or market stall to buy products, as they are daily meeting buyers and prospective users of their goods and services in the digital space, providing them with convenience and uptaking positive user experience.

Through working with fintech companies, payment solutions and financial services providers, B2B e-Commerce companies impact the national economy by deepening financial inclusion and bridging the gap for the unserved and underserved.

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Your Beauty Business Deserves The Best Brand Name. Here’s How to Get it



Beauty Business

The international economy continues to grow even as the COVID pandemic fades. New businesses are sprouting up across the board, and every sector—especially fashion and beauty—is becoming increasingly congested with brands.

An estimate from the Census Bureau showed that 2020, the year of COVID and lockdowns, was also recorded to have birthed 4.4 million startups.

The present issue for entrepreneurs is not just establishing a business but also figuring out how to differentiate it from competitors and grow it until it becomes a force in that sector. And branding is the most potent weapon that any entrepreneur can use to address this situation.

After assisting over 30,000 customers in selecting the appropriate name for their businesses, we know that the most vital phase in branding is selecting the perfect business name. And so, we prepared this article to help you choose the perfect name for your beauty company.

4 Simple Steps to Choosing the Best Business Name

Brand Name

  1. Create a Mental Image of Your Company

Before you start looking for an engaging name, you should have a clear image of where you would like your business to be in the future since this will influence every action you take for your brand.

Also, do your best to understand everything you can about your business, its field of speciality in the beauty market, and the beauty industry in general, as this will help you choose a name that appropriately expresses all aspects of your organization.

While researching your niche, keep an eye out for your competitors’ offerings, branding, and marketing strategies. This will help you determine what will or will not work and what you will have to do to draw the attention of your target demographic.

But beyond helping you find a name for your beauty business, having a clear mental image of your products and their grand purpose would make it easier for you to find compelling beauty product names.

  1. Choose an Appealing Tone

The best way to choose a name that effectively expresses your company’s true identity is to ensure it has the right tone that communicates positively and draws a favourable reaction from your target demographic.

One of the simplest methods to do this is to conduct comprehensive consumer research and uncover what precise characteristics your beauty firm must exhibit if it is to attract its potential customers. This awareness can help you decide whether the appropriate tone for your organization is a:

  • Intriguing
  • Prestigious
  • Fun and playful
  1. Identify Your Brand’s Elements

Most founders focus so heavily on their brand’s tone that they forget to identify and build their secondary elements. These elements are vital because they serve as the core of your brand’s image. They’d brilliantly reflect your company’s distinct identity and personality if executed properly.

So, take out a pen and paper and jot down your thoughts about your company:

  • Big ideas: What big ideas are your company championing?
  • Values: What values does your company support?
  • Benefits: What perks do customers stand to receive from you?
  • Emotions: Which powerful emotion(s) do you want your customers to associate with your company?
  • Value proposition: What distinguishes your beauty business from other competitors?
  1. Develop Concise Naming Requirements and Begin Brainstorming

Everything we’ve stated so far will help you identify your naming needs and build solid naming criteria for your brand. Establishing your naming criteria will offer you a good sense of the best type of name for your beauty brand.

Once you’ve determined the best type of name for your brand, it’s time to let your creative energy flow and begin searching dictionaries and thesauruses for words that match your company’s naming needs.

While searching, create a list of short, unique, engaging, memorable, and even symbolic words that will help your company stand out in the beauty sector. The goal should be to generate a detailed list of prospective brand names.

And if brainstorming proves too time-consuming and challenging, you can always use a powerful brand name generator to pick the best name that matches your business’s needs.

Make a Great Impression With a Quality Name

As you brainstorm, keep in mind that customers are drawn to companies with exciting brand names. Why? Because companies with distinct and interesting names, such as Oriflame, Avon, REN, and Urban Decay, are very memorable, and customers can quickly remember and suggest them to friends and family.

Grant Polachek is the head of branding for, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world’s leading crowdsource naming platform, supporting clients such as Nestle, Dell, Nuskin, and AutoNation.

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Nigeria Eyes $2bn Revenue from Advertising Sector After Reform



advertising sector

By Adedapo Adesanya

The federal government has said that Nigeria will earn $2 billion in advertising within three years of the conclusion of the ongoing reform in the creative industry and advertising sector.

This was disclosed by the Minister of Information, Mr Lai Mohammed, in Abuja at a technical session of the Task Team on Audience Measurement inaugurated by the government.

Mr Mohammed said the N400 million the country was currently earning from advertising was unacceptable and reiterated the position of the task team to increase it to the targeted level.

He said with the conclusion of the reform process, the entire creative industry would never be the same again, commending the team’s efforts in ushering in a time of great prosperity for the entire creative sector.

“The metrics and data you will be putting together, the Standards of Practice on receipts and payments, and the media monitoring service powered by technology for real-time performance evaluation will create transparency and an enabling environment for all to thrive and be prosperous.

“What most, if not all have always asked for is a level playing field in our great country of more than 200 million people, over 500 radio and television channels, with at least 24 million TV households with the largest Gross Domestic Product (GDP) in Africa.

“I hear you are also working on a sustainable content development plan to ensure a win-win for Content Creators, Production companies and TV and radio broadcasters.

“This is music to my ears and is exactly what Mr President promised when we came into government – reforms that will touch and improve the lives of the common Nigerian man,” he said.

The Minister said that the reform process would also unlock the one million job opportunities in the potential of the creative industry.

He assured that the government would assist with required regulations and open the doors for funding donors to make the reform a success.

According to Mr Mohammed, the government will create a conducive business environment for all the international advertisers and agencies to rush to do business in the country.

The Chairman of the Task Team, Mr Tolu Ogunkoya, in his remarks, thanked the Minister for his vision and passion for the industry and for his presence at the technical session.

He assured that the committee would work hard to meet the November target for the completion of the exercise, noting that the practitioners, including members of the task team, would be the ultimate beneficiaries of the reform process.

Mr Ogunkoya said upon successful completion of the project with its multiplier effects on the industry, the name of Mr Mohammed would be written in gold.

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