Brand Finance: The Story of How Kunle Bought His Car

Kunle finished his meal at the fast food restaurant and glanced at the overhanging television set for news on the hour. It was the latest on the global financial crisis and the impact on the world’s stock markets.

“What is the big deal in buying shares,” he taught. “Better put your money in tangible goods you can see and control, than in all these bonds and stocks.” As he sauntered out of the restaurant, he saw his bosom friend Fred, cruise past in a flashy Honda Accord car.

“Fredo, Kunle hailed and waved. Fred saw him instantly and pulled up by the roadside, anchoring the saloon car after the traffic light. The car air-condition was humming, chilling the interior, and the hip-hop tunes, Do me…do me… of music celebrities P Square, made Fred to sway his head to and fro.

Kunle ran to the Honda car, opened the side door, hopped in, sat down beside Fred and slammed the door shut. As old pals, they pumped hands and traded “how-do-you-do’s.” The chilled car and music hit Kunle in the face.

“What’s up, Fredo,” he asked, his eyes glistening with excitement. He had never seen Fred driving this car, and it was a big surprise. Fred engaged gear and eased his Honda car back into the traffic heading home.

“Well Kunle, as you can see, I am a proud car owner.”

“You mean you own this fine bird,” Kunle asked in amazement, curiosity taking the better part of him.”

“Sure, Kunle. I bought it five days ago for N1.2 million. It is the 2006 model, and it came with factory fitted A/C, complete works. This car is more than a vehicle. It is a moving entertainment package, and it is fully insured. I have been…….”

“But you didn’t tell me, Fred,” Kunle cut in.

“Sorry, my brother, Fred chipped in, a bit apologetic. I have been very busy tying up the loose ends of that project I told you about, and to get all the necessary papers for this car and put it on the road. I am now mobile, a proud car owner.”

“You can say that again, Kunle countered, as he looked round the interior of the Honda, eyes beaming with excitement. We go wash am oh, he quipped, as the car glided silently through the traffic. He was still curious.

“But how did you do swing this, Fred? Did you win a jackpot or contract?”

“None of that, my brother. You know I am not a contractor, and I don’t gamble. I am still a commission insurance agent like you Kunle.”

“I know,” Kunle charged, still curious. The last time we met, we discussed the hard times and how we can diversify our income streams. Ten days later, I see you cruising in this Honda car. What is the secret brother? I want to own a ride like this. Boy, this is really a moving entertainment, and I love it.”

“I know you will love it, Kunle. Who wouldn’t? This car was shipped in from Japan.”

“So tell me Fred, where did you get the N1.5 million. Did you take a loan.?”

“No Kunle. I sold my shares.”

“Which shares?” Kunle asked in amazement.

“The shares I bought in that bank three years ago. Have you forgotten? You remember the commission both of us made from that insurance deal.”

“Yes, I did,” Kunle added.

“Good, you remember a stockbroker advised us to use the money and buy shares in the stock market. That way, it will multiply. You refused and put your money in your building project at your home town. But I preferred to invest the whole of my N250, 000 commission in the stock market, let my money multiply, reap and enjoy later. Kunle, what you are enjoying now is the power of the stock market to multiply your investments. My N250, 000 worth of shares appreciated to more than N2 million, within three years. Isn’t that a good deal brother? And when I ran into this old school mate of mine last Christmas, who came in from the USA and wanted cash badly, I asked my stockbroker to sell part of my shares in that bank. He did, and I used the money to buy this car.”

“Just like that,” Kunle shouted excitedly, clasping his hands.

“Just like that,” Fred beamed. “Men, I am so happy. I have always agonised how I am ever going to own a car. Little did I know that buying the shares of a bank and selling some of them three years later would make me a car owner? From a share owner, I have now become a car owner. No sweat. Just wisdom and patience. It is like one of the titles of James Hadley Chase novels we read in secondary school. You remember that one Kunle, Come Easy….Go Easy.”

“I do,” Kunle responded, deep in thought.

“Men, the stock market is it,” Fred continued. You put in your money easily there, and you can take it out easily whenever you want. It’s such a good deal, so flexible. The stock market is the place to invest, Kunle. It’s never too late to start. Come to think of it, if you bought a piece of land, though its value appreciates over time, you cannot easily sell it quick time.”

“Congratulations, my brother,” Kunle said after a long silence. He was struck by Fred’s wisdom. “What you have just said has opened my eyes. I regret putting my money in that building project.”

“You don’t have to Kunle. You are on your way to become a landlord,” Fred said.

“When? Fred, when?” Kunle queried. I have since stopped work on that project. The cost of cement has soared beyond my reach making it impossible for me to continue work there. Even if I want to sell it now, I cannot easily do as just as you sold your shares. The sale of land and buildings take time to conclude. I don’t really know when I will complete that building. I should have listened to that stockbroker.”

“No regrets,” Fred counselled him. “The house is still yours, completed or not. You can even use it as collateral to take a bank loan. My ownership of this car demonstrates the beauty of investing in the stock market. You can see the benefit now. You can do same Kunle. It’s never too late to start.”

“I will Fred, I definitely will.”

“Good resolution Kunle. You know what; I am ready to marry now. Many girls turned down my marriage proposals because I was not mobile. Now I am ready to go for big time. Let’s go and celebrate brother,” as the two friends roared in laughter.

Eric Okeke is a consultant brand storyteller, author and editor who is using brand storytelling to improve business returns in Nigeria. You can reach on ericosamba@yahoo.com, ericokeke@gmail.com

The Story of Brand Harmattan (2)

The Story of Brand Harmattan (2)

Uzoma returned home from a hard day’s work, sauntered to his front door, slotted in his key, turned it, and attempted to open the metal door. It did not open.

“What could be wrong? Am I in the wrong place?” he wondered. Satisfied he was in front of his home, and that the key he inserted in the key hole actually turned, he pushed the door again to open, no way. He heaved it, gripping the handle and raising the door frame lightly above the floor to open it. Still it did not open.

What has gone wrong with this door that it refuses to open?” he blurted out in frustration, to no one in particular.

“There is nothing wrong with your door,” a voice said behind him. Uzoma turned to behold his neighbour, Emeka smiling at him. Obviously, he had been watching Uzoma struggling to open his door

“The problem is not your door?” Emeka continued, on seeing Uzoma’s puzzled expression. “It is the harmattan.”

“What has the harmattan, a dusty wind, got to do with my door,” Uzoma queried.

“Plenty,” Emeka replied, “plenty of alterations to lives and property. The reach of the harmmatan wind is almost endless. It affects everybody, everything, altering lifestyles and the shape of objects, including home fittings and furniture.”

“In your case,” Emeka continued, “this cold, dry wind has contracted some of the components of your key lock, and the hinges of your door. The contraction in turn, has altered the alignment of your door on its frame making it to jam the floor. That is why it cannot open.”

“I see,” said Emeka in bewilderment. “So this harmattan even affects metal objects. I thought it only affects human beings causing dryness of the skin, mouth and throat, and cracking of the lips. How come it also affects metals?”

“It does,” Emeka said. Nobody, place, or thing is spared the harsh effects of the harmattan. You just have to be prepared for his visit to minimise the impact. Please go and get a carpenter or welder to help you open your door, else you will sleep outside. If you do that, you can be sure the harmattan will penetrate your lungs and send you to the hospital tomorrow morning.”

“I will do as you say,” said Uzoma as he left to find help.

Difficulty in opening a door is just one the many domestic effects of the harmattan, a chilly, dry wind that blows across sub-Saharan Africa, January-February, affecting persons, places and objects. You just have to find a way to cope Mr. Harmattan. He is an unusual visitor.

The signs of the harmattan are many: Chills, cold, dust which hangs as a haze in the air, dryness, chesty coughs, sore throats, dry skins, cracked lips, layers of dust covering household furniture and domestic appliances. The number of patients going to hospitals and clinics to complain of respiratory problems also rises during this period. That is Mr Harmattan for you.

When you breathe during the harmattan, the dusty wind causes dryness of the throat and bronchial problems. It is the period to cover children properly, even adults, with cardigans; else you take a bed in the hospital.

When Mr. Harmattan comes, sales of cough syrups soar. Go to busy bus stops in Lagos, Nigeria, you will see youths hawking sweet menthols and throat lozenges chanting, “Buy your (brand of sweet); no more coughs, no more catarrh.

The harmattan also affects the body. It is also a period when sale of petroleum jellies for dry skins also go up, while ladies apply heavier doses of cosmetics on their bodies to cushion its harsh effects.

The harmattan throws up other challenges. You have to cope with layers of dust that settle on home furniture, beds and beddings, cooking utensils, and other household consumer durables. The most vulnerable items are television sets and electronic gadgets such as CD and DVD players. It is either you cover them up properly with table cloths or you wipe the dust constantly. Plenty of work. The clothes in your wardrobe are not spared either. Even if the wardrobe is securely locked, the harmattan wind penetrates depositing dust on fine linen and other expensive fabrics. This translates into more spending on commercial laundry; else your fabrics will be damaged.

The harmattan period is the time to secure your clothes. Any fabric exposed to the dusty wind may not regain its original strength and texture. It is a period when dry cleaning and laundry services enjoy a boom in business. Also caregivers face more challenges as they provide domestic and paediatric care.

The highways are not spared. If you walk along a road that is not tarred during the harmattan, and a car zooms past; oh dear, the hail of dust that trails the car will envelope you making you to choke and cough. Driving early mornings during the harmattan is risky because of the haze of dust hanging in the air.

This haze creates problems for the aviation industry. It causes low visibility making landing and take-off, of aircraft, difficult for pilots at the airports. If you go the airports in Nigeria during the harmattan period, you will see frustrated and stranded passengers held back by cancelled or delayed flights. The harmattan is an aviation nightmare.

“Thou art dust, and unto dust, thou shall return,” appears to the message of Mr. Harmattan whenever he comes. So, is he a friend or foe? How do you cope with him? Much depends on how hospitable and how prepared you are for his visit. You just have to manage him with wisdom because this visitor changes the weather and affects your health too. Take this advice from health and other professionals:

“Just be prepared for his coming and make adjustments. Find a way to accommodate him and be hospitable to minimise the trauma. Wear cardigans and thick clothes. Cover your children properly especially at night; drink plenty of water, avoid cold drinks, spend more time indoors, reduce air travel, keep all household utensils dust proof, and clean up the home frequently to check the inhaling of dust.

“Make Mr. Harmattan very comfortable when he comes. And when he departs, bid him farewell, and begin to prepare for his visit next year.”

Eric Okeke is a consultant brand storyteller, author and editor who is using brand storytelling to improve business returns in Nigeria. You can reach on ericosamba@yahoo.com, ericokeke@gmail.com

The Story of Brand Harmattan (1)

The Story of Brand Harmattan (1)

It Chills…Dries…Alters Lifestyle

Three year old Ifeoma let out a high pitched, piercing scream as Doctor Henry pressed her ribs with his stethoscope, in the course of his diagnosis. Finally he pulled the strap-on, of the diagnostic equipment from his ear looked at Ifeoma with the re-assuring mien of a medical practitioner who has completed the diagnosis of a patient and said:

“Your daughter is down with pneumonia. The cold penetrated her ribs into her lungs, making breathing difficult. She is in pains too. She has to be admitted into the hospital for five days and placed on anti-biotic injections, every six hours.”

“Its okay, Doc if you say so,” Ifeoma’s mom replied. We did our best at home to revive her. We just want her to get well. I have to dash home to make necessary adjustments to cope with this development. But what could have caused this, doctor?”

“The harmattan winds,” Dr. Henry replied. The wind is cold and dry and is a regular visitor in Nigeria every December/January. Technically, it is known as the North-East Trade Winds which sweeps from North Africa down to sub-Saharan Africa. In Nigeria, it is known as the Harmattam. This dry wind is a regular visitor in many homes in Africa at this period.”

He continued as Ifeoma’s mom nodded in understanding:” This wind is extremely cold, coming at very low temperatures. Its major characteristic is that it is cold and dry. It throws up lot of dust and causes a lot of medical problems, especially difficulty in breathing.

“The signs are many: Chills, flu, catarrh, chesty coughs, pains, dry skins, and blisters on the lips, blurred vision, and respiratory diseases such as pneumonia which has afflicted your daughter. Go to many hospitals in the city and see how doctors are battling with these ailments. This wind poses a great challenge for us in the medical profession at this time of the year, and we are always ready for it.

“The message is that adults should wear thick clothes during the Harmattam season, and mothers should cover up their children properly against the cold winds and give them plenty of water and fruit drinks that contain Vit. C to drink. This vitamin fortifies a person’s immune system against colds and flu.”

“Thank you Doc for this explanation,” replied Ifeoma’s mom. Now that I am better informed, I will be better prepared for the Harmattan, next season.”

“You are welcome,” replied Doctor Henry.

The challenge facing Ifeoma’s mom is a replica of what is playing out in many Nigerian homes during the Harmattan season, usually at year end and beginning of the year. At this period, a strange visitor comes as a cold dry wind which sweeps across the landscape. When it blows, it suddenly changes the weather and raises plenty of dust which cast a haze in the atmosphere and impairs vision.

This is Mr. Harmattan as it is known in Nigeria. He sweeps across many countries in sub-Saharan Africa, altering lifestyles in many homes and offices. You just have to be ready for the coming of Mr. Harmattan, else, you end in hospital.

Mr. Harmattan is an annual visitor. You don’t invite him. He comes every year un-invited, sweeping across homes and offices, and stays for a minimum of 3 weeks or more. Is he welcome? Is he a gentleman? Yes! For many who like him. And No! For those who don’t like him. It just depends on how hospitable and how well prepared you are for this visitor. Either way, he is a friend or foe depending on your preparation.

If he takes you unawares, he will deal with you. In this case, he may well be your foe. But if you are prepared, he can be a good friend. He has no apologies for coming and you cannot stop him. He comes, once every year, at a particular time and season, December or January, depending on the part of Nigeria where you live. So why should residents complain? Those who do so are simply careless and could pay a big price for it. You could end up in hospital with all the bills to pay.

Those who live in the Northern states of Nigeria such as Abuja (Nigeria’s capital city), Kano, Kaduna, and Bauchi are the first to receive this visitor, say, second week of December. You will know Mr. Harmattan has come when the winds become dry and cold and raise plenty of dust. If you wash your clothes and hang them on the line, they dry up at far less time than usual, an indication that Harmattan is around. If you spill water on the floor, do not bother to mop it. Mr Harmattan will do it quickly for you without any charges. He is a good friend for those in the laundry business

Mr.Harmattan is not visible only in homes and offices. You see him on land and sea, and as a thick haze of dust hanging in the air. At night, the velocity of the winds increases. When you breathe, Harmattan reaches your lungs instantly. It is usually a harrowing period for asthmatic patients. You just cannot avoid or stop Mr. Harmattan from coming. He will come and will touch your life and business in one way or the other. You can’t avoid him. He is everywhere.

Eric Okeke is a consultant brand storyteller, author and editor who is using brand storytelling to improve business returns in Nigeria. You can reach on ericosamba@yahoo.com, ericokeke@gmail.com