IN June 2008, after series of media rounds featuring news, interviews, photo sessions and valedictory speeches about how his pet baby, Microsoft, the software brand has changed the world and how mankind relate IT
In 2009, the Gates Foundation shelled out about $3 billion to fight diseases, poverty and ignorance across the world. Bill Gates’ move has inspired a number of the deep pocket tycoons and brands in different parts of the globe that are currently making heavy financial contributions towards good causes and mankind’s comfort and happiness. Amongst them is the Mexican telecoms billionaire, Carlos Slim Helu, who is giving out $13 billion to various foundations. Also, Dubai’s oil Sheik, Mohammed al-Maktoun, is equally endowing an education foundation in the whole of Middle East with $13 billion.
The objective of this fund is to enable NB
The objective of the competition was to empower these students to
The then Minister of Education, Prof. Fabian Osuji, who was the guest of honour while thanking the NB for picking education as part of its CSR platform also underscored the importance of literacy in a citizen’s life. His words: “To function effectively as an articulate member of the society, an individual should be able to read government policy papers, newspapers and magazines as well as instructions and directives for operation at home, at work, on the road and other public places.”
In the health sector, NB was a major contributor to the building of the Sickle Cell Centre by the Sickle Cell Foundation. Over the years, NB has funded various health organizations through projects financing and regular donation of blood banks, child incubators and boreholes. And in the sports arena, NB has not been lagging behind. From football to lawn tennis, table tennis to golf; from chess to cycling and athletics, NB has contributed immensely to the evolution and development of sports in Nigeria through a huge financial contribution to the sector.
In a nation where youths unemployment is rising by the day, NB through its youth empowerment and poverty alleviation programmes has given succor to the youth. One of such platforms being utilized by NB to empower the youths is the Gulder Ultimate Search, an entertaining and educative TV reality show. Since the debut of GUS, seven years ago, several youths, mostly graduates who hitherto would have turned to crime due to lack of jobs and out of despondency have become economically empowered as entrepreneurs.
Perhaps, if he had not participated in the 2008 edition of GUS, the ultimate man, Mike Nwachukwu, the University of Ibadan forestry graduate would still be pounding the streets in search of
Another vehicle in the NB’s CSR platform is Star Quest, the annual talents spotting musical show. Since Star Quest began it has produced several musical acts that have become big stars in the galaxy of Nigeria’s show business. The 2008 edition ended with Diamonds, a band led by Anthony Iwediunor emerging winners. For coming tops, Diamonds went home with
As a socially responsible corporate citizen, NB has partnered with several government agencies on different initiatives for the common good of the society. For example, NB partners the Federal Road Safety Commission on road safety campaign and it is also working hand in hand with National Agency for Food and Drug Administration Control (NAFDAC) on quality assurance campaign.
However, given NB’s huge investments in CSR, does it have any
A glean at NB’s performance at the capital market would suffice. For its sterling and positive performance in the capital market, NB clinched the 2008 Nigerian Stock Exchange President’s annual merit award in the breweries category. This is the 16th time NB would pick the award having won it 15 times previously including 2007. In the citation of the award, NSE stated that NB got the diadem due to its exemplary high standards of corporate governance, comprehensive annual reports and accounts coupled with a sustained robust growth profile which is reflected in its financials and consistently high return on investment to shareholders. To buttress its consistent growth record on ROI, NB in its
Therefore, from the foregoing, it is obvious that there is no modicum of doubt that one of the most potent weapons for building and sustaining successful brands is through strategic corporate giving. In a seminal paper tagged, “The Competitive Advantage of Corporate Philanthropy” and published in Harvard Business Review, the authors, Michael Porter and Mark Kramer enthused: “Corporations can use their charitable efforts to improve their competitive context … the quality of the business environment in the location where they operate … brings social and economic goals into alignment and improves a company long-term business prospects.”
( This is an excerpts from the forthcoming book, BRANDTALK: The Making of Nigerian Brands By: WALE ALABI.)