Who would think of employing a branding professional from Coca Cola – to brand cement? Dr Lelau Mohuba’s business partner in Sephaku Cement, that’s who. Maybe because he happens to be Aliko Dangote – Nigeria’s first billionaire and currently Africa’s wealthiest businessman – or maybe because he is a staunch believer in harnessing the power of a brand.
In this quick insight extracted from a 40-minute interview with Dr Mohuba, the remarkable retired doctor turned iconic South African entrepreneur, we hear about the secrets of distinguishing a brand, no matter what the product is.
Video courtesy of Moneyweb