INFLUENCE! SALES! MONEY! Whatever you call it, a brand's most important objective is to be positively perceived by its various publics and make commercial gains. There are lots of important concepts and frameworks marketers employ to build brands and make sales: positioning, affinity, consideration sets, salience, share-of-mind, Jungian Archetypes, Maslow’s Hierarchy of Needs, Socio-economic Classification, Living Standard Measures. Name it. But the object of this vast body of knowledge, the consumers – you and I – are simple creatures. They don’t care much about brand management. They care about meeting their needs. Physical and Emotional. They care about love, family, career, wellbeing, and the many important things of life. And that is where we come in – helping brands connect with Nigerian consumers in ways and mediums they are amenable, to drive sales.