Davido, Infinix Deal: Strategic Misfit and A Brand’s Team Misadventure
INFINIX Mobility Limited last week, Tuesday announced the prolific Nigerian music artiste, Davido, as its new Brand Ambassador in Nigeria. Though, this is hardly a news item any longer but an analysis of the relationship, shows signs of a faulty counsel, strategic misadventure and possible public Relations disaster waiting to happen.
Davido also known as “Omo Baba Olowo” plies his trade on the very top of the entertainment industry. “From chart topping singles, awards, groundbreaking records, worldwide tours to global recognition”, said the Infinix team.
Recently, Davido smiled home with three glittering awards from the HipTv’s Headies Award. These include Best Pop single for “if”; Song of the year –“If” while he also won the “Artiste of the year”. These are no mean feats to say the obvious. No doubt, his pedigree in his chosen career makes an association with him, so tempting many a brand owners cannot resist.
On the flip side, the artiste is a recognized spendthrift, using some of the best rich men’s toys and ornaments available like high end phones, cars, diamonds to mention but a few.
Early in the year, just after his prestigious 30billion concert, the Star Artiste bought a Bentley Bentayga 2018 worth N94million. And he told his followers on his social media handles “We do only 2018”
Recently, he coughed out a whopping N45million to acquire a Porsche for his girlfriend, Chioma.
All these indicate that new Infinix Brand Ambassador’s brand personae, is an outgoing entertainment top notch who associates with the best in class brands. It wouldn’t need rocket science to discover if Infinix falls into this category.
What these also indicate is that the Davido brand personae should and indeed revolves around market leaders and strong number 2 contenders. For instance, the Artiste used to star for Guinness while he currently serves as the Brand Ambassador for Pepsi and MTN. These are strong marketer leaders in their respective categories.
According to Infinix Mobility, having Davido signed for the brand is yet another major milestone attained for the brand and by the Ambassador.
Infinix Marketing Communications Manager, Adetayo Odunowo, re-echoes the brand’s innovative culture from its formative years till date. He sees the deal as a strategic fit between Davido and the Infinix brand. The brand’s “The future is now” mantra encourages young fans to be creative and be productively efficient in their various fields of specialization, he claimed.
While this may be true as an aspiration, Davido’s act at the unveiling puts no one in doubt that the relationship may not mean much to him as it does for the brand owners.
In marketing, what you don’t use or consume, you can’t sell. “You need to sleep, wake and eat that brand you want to sell” says a market analyst.
Does the Infinix brand profile fit the Davido personae?, “No”. Perhaps, it’s an aspiration taken too far by the Infinix team. Was there a cast session? How did they narrow down to Davido? Just by a rule of the thumb? No, no, no!
For Davido, the endorsement fee may be good, the funds may however go into fueling the Ambassador’s large appetite top range brands and paying for competitive brands such as iphones, X range in particular which currently stands at the peak of the pack, Samsung Galaxy S9 and the Huawei P20 Pro which is described as a legitimate premium alternative to the iPhone X to mention but a few. Sunday Ogunniyi, an lecturer at the Lagos State Polytechnic said “Davido will not buy an Infinix for any of his baby mamas talk less of his mother and friends”.
Aside his unrestrained flamboyance, the star has had excesses that almost cost him his career. This baggage as a game of boomerang may come to haunt the brand. These include the death three friends on allege account of “hard” substances and the issues of unrestrained string of “Baby mamas” among many others. Any of these could snowball into a disaster anytime against the interest of the Infinix brand.
The indication of a faulted decision by the brand team was brought to fore by the super Star’s nonchalance attitude in keeping the entire brand team and the press waiting for hours on end during his first official outing for the Infinix brand.
The event designed to unveil Davido as the new Infinix Brand Ambassador was slated for 2pm on Tuesday at the Radison Blu Hotel, Ikeja but the Brand Ambassador to be unveiled did not show up until about 6pm for the event to commence. What a dissonance?
The Press was agitated, the brand team was unease, and yet the star was too big to be controlled or questioned. Thus, the first outing with the Ambassador was faulty and attitude disappointing to say the least.
The brand team has got to roll up its sleeves for many more of such ugly events are likely to be in the offing. Davido and Infinix aren’t got much of a strategic fit, there isn’t much of equilibrium here but dissonance in the brand personalities! Hence, the current choice of Brand Ambassador may court more enemies than loyal friends for the Infinix brand.