“When a King is on an imperialist mission, he calls his best generals.”
What you’re about to read is old news, but the message remains relevant because it speaks to how to be globally competitive.
Let’s get straight to it.
Burger King, the global fast-food giant, made its debut in the Nigerian market on November 1, 2021, with its first restaurant at 247 Ajose Adeogun Street, Victoria Island, Lagos.
Social media was agog. Newsfeeds buzzed, and the captivating visuals and market-entry strategy were nothing short of world-class. It was so compelling that anyone with the means wanted to have a taste of their mouth-watering delights.
Meanwhile, what many Nigerians did not know, however, was that the Nigerian entry came shortly after Burger King had undertaken a significant revision of its logo and visual identity. A big move that brought together specialists and experts—the best generals. These individuals have vast experience helping businesses conquer the world.
All of the aforementioned isn’t yet the crux of the matter. So, what is?
Do you know that one of your kinsmen had the opportunity to glance at the backstage of the Burger King logo revision before the entry into Nigeria ever occurred?
How?
One of the experts involved, a global identity specialist and good friend of mine, was responsible for the logo revision. Sometime before the brand’s entry into Nigeria, we’d had a WhatsApp conversation. In that conversation, he asked for my thoughts on the revised logo – completed at that time. And this wasn’t even the first of such conversations; we’ve had similar exchanges over a number of his works, just as he does over mine. https://dayoabiola.com/oyo-state-agribusiness-summit-2020-how-we-made-the-logo/
My response was both professional and comical—a brief moment that reminded us of how the work we do can make great businesses look even greater. The conversation ended with me expressing my appreciation for what he had done with the logo, and he promised that I’d be among the first to know when he writes about the thinking, inspiration and his contribution to the work, which you can read here: https://newlyn.com/blog/long-live-the-king
Now, as a Nigerian, let’s sit across the table from each other for one minute.
I’d like you to imagine how I felt seeing “my country people” head over heels about the entry of the fast-food giant against the backdrop of this simple question: would a Nigerian-owned fast-food business ever have considered bringing experts together? Today, many of our celebrated fast-food businesses have become defunct or are barely surviving.
Truth is, this question doesn’t pertain to fast-food businesses alone. Neither is it peculiar to the private sector alone. The public sector isn’t left out. In Nigeria, we have a saying: what you are looking for in Sokoto is right in your Sòkòtó. This is food for thought.
At Nigeria’s foremost logo design company, our Identity Stewardship Programme has always been powered by specialist collaboration. For over 10 years, our promise of excellence has rested on ensuring that every client brief is delivered by a consortium of experts—a practice that differentiates us from the pitfalls of the one-stop shop.
In conclusion, the best ending remains a reminder that: “When a King is on an imperialist mission, he calls his best generals.”
