Category: Business Day

By 1997, the Nigerian Exchange (NGX) Limited (formerly the Nigerian Stock Exchange) had reached a pivotal point, recognising the need to fortify its public communications department. Under the visionary leadership of the late Apostle Hayford Alile, it launched a rigorous headhunt for a communications professional whose expertise and character aligned with its values, image, and evolving aspirations for corporate excellence. Eventually, the mantle fell on Olusola Jacob Oni (widely known in the industry as Sola Oni), a journalist at The Guardian, Nigeria’s media flagship. Indeed, it was a twist of irony or perhaps destiny for Oni to have emerged as the preferred ideal candidate by the Exchange. His consistent, insightful, and pungent reports on the capital market had become a tool for decision-making for capital market executives, which, in several instances, had also made the leadership on the Exchange uncomfortable.

The strength of Oni’s network of sources and insider access, coupled with his journalistic instinct and news presentation style, made him stand out.

However, Oni’s transition to the Exchange was expected by the broader capital stakeholders, who had already marked him out as a future player in the market beyond the media.

At one point, Oni was temporarily de-accredited by the management of the Exchange, a reaction to his unflinching reporting. The Exchange formally requested that The Guardian assign a new correspondent. However, the newspaper stood its ground. Recognising the depth, credibility, and insight Oni brought to capital market coverage, The Guardian’s management made a clear statement: whether officially granted access or not, Oni would continue to cover the beat. Confronted with this quiet resistance and fully aware of Oni’s influence in the financial press, the Exchange reversed its decision and reinstated his accreditation.

Oni joined the Exchange as a core financial journalist with a strong pedigree. But his transition into corporate communications was far from incidental; it was intentional. For many years, he worked under the tutelage of Mrs Yinka Idowu, a public relations virtuoso. Under her guidance, he blended journalistic precision with strategic messaging and corporate diplomacy.

On the Exchange, Oni donned his innate garment of intellect and strong work ethic like a camel in its natural habitat – the desert – and the water bears in the ocean. He continuously fired his intellectual projectile so high that within a short period, everyone in the organisation appreciated his contributions. He became a corporate champion, being sought after for troubleshooting.

By setting ambitious targets for himself, Oni rose to every challenge like a phoenix from the flames. He evolved into a high-stakes, reflective leader, widely seen as a future top executive. His performance spoke for itself, so much so that no one could question his merit. His bold and impactful contributions earned him rapid, successive promotions that were beyond dispute. It was only fitting, then, that he was entrusted with significant responsibilities, all of which he carried out with unwavering diligence.

Apostle Hayford Alile retired as Director General in 1999 and was succeeded by Professor Ndi Okereke-Onyuike (then Dr Okereke-Onyuike), who also recognised Oni’s potential. Some years later, she promptly endorsed Accenture’s recommendation, leading to his deployment to the Market Operations Directorate, a strategic move that positioned him for higher responsibilities.

For the thirteen years he spent on the Exchange, Oni’s performance was nothing short of exemplary. He poured his heart and soul into every task, leaving a lasting legacy that is still reverberating to date.

One of the qualities that defines Oni is his ability to navigate power circles untainted. Physically tall and morally upright, Oni’s stature mirrors his towering integrity index. He lives simply, remains content, and shows gratitude for what God has done for him. You can do business with him, shake hands, and sleep well – knowing no storm can shift his moral compass.

As an Ekiti man, he is well-cultured in tradition, universal ethics, and values. He earned people’s respect because he believes he owes them more in a relationship.

Our paths crossed in 1991 in Gongola State (now Adamawa), where I was posted to the National Spectator Newsmagazine in Yola for my NYSC.

He was to be my immediate boss. However, I was redeployed to another location, and we lost contact.

But fate brought us together in 1998 when I was posted to the NSE as a market correspondent for The Punch newspaper, where Oni was already making waves. He has since then remained my mentor, benefactor, friend, and much more – my brother, from whom I am still learning.

Today, Oni is a multi-faceted, well-respected professional. He wears many hats: veteran journalist, integrated communications strategist, chartered stockbroker, commodities broker, capital market registrar, and member of the Chartered Institute for Securities and Investment (CISI), UK, amongst others.

As a prolific writer, Oni is now a voice in the capital market. His commentaries on capital market policy, structure, regulation, investor protection, transparency, and reputation management are well respected and regularly published in top media outlets.

At 65, Oni is not yet done. He is still steaming and incubating ideas, beaming with the energy common to a serial entrepreneur. Like Colonel Harland Sanders, the American who franchised Kentucky Fried Chicken at 62, Oni remains pregnant with possibility. He is the proprietor of Sofunix International Schools, the founder and CEO of Sofunix Investment and Communications, and the publisher of The Kernel Online Newspaper. These ventures reflect his passion for education, capital market development, and strategic communication. As a hybrid entrepreneur, he is regularly sought after by corporate giants for brand positioning, training, and communications strategy.

A devoted family man, Oni is married to Olufunke, a retired Director of Education, and they are blessed with children who reflect the same sense of discipline and responsibility. Faith is central to Oni’s life. He served on the Parish Council of St Augustine’s Anglican Church, Anthony Village, Lagos, for ten years and had previously served as chairman of the church’s Harvest Committee. His service in other churches also reflects his commitment to spiritual leadership and community.

As Oni turns 65 on October 20, we celebrate not just a man who has left his mark but one who continues to make a profound and lasting impact. Remember that age is merely a number.

We wish you more years of purposeful living, pursuing your passion, and continuing to shape the future.

ýAbdullahi Yusufu Ribadu, Professor and Executive Secretary of the National Universities Commission (NUC), said the Federal Government only approves the establishment of private universities that meet rigorous standards designed to expand access and strengthen the nation’s higher education system.

ýRepresented by Ayoteju Ojo, Deputy Director in the Executive Secretary’s Office at the 20th Anniversary of Redeemer’s University, Ede, Osun State and 17th Convocation, Ribadu said higher education plays vital role in shaping modern society, serving as a source of ideas, innovation, and social transformation.

ýHe explained that the policy of licensing private universities was aimed at enhancing capacity and improving quality within the Nigerian university system, saying ‘Redeemer’s University stands as a shining example of this vision. Since its establishment in 2005, it has produced graduates who are globally competitive, ethically sound, and entrepreneurial in outlook.’

ýAccording to him, NUC proudly acknowledges Redeemer’s University’s spelling record in research, innovation, community engagement and quality assurance, all of which align globally.

ýRibadu urged the graduates to be job creators, not job seekers, and to use their education to promote ethical leadership and good governance adding, certificate you receive today is not just a qualification, it is a license to innovate, lead and stand.

ýIn his charge to the graduating students, Shadrach Akindele, Professor and Vice-Chancellor of Redeemer’s University, called on the Indomitable Set of 2025 to be diligent and innovative.

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ý’You are graduating into a world that is both exhilaratingly connected and deeply challenging. The world does not need more spectators or critics, it needs solution architects. It needs problem-solvers. It needs leaders of integrity, compassion, and vision.

ý’Do not fall for the seductive cynicism that says Nigeria is a lost cause. It is not. Nations are built by the dogged, determined efforts of their citizens, not magic or complaint. You are now among the most highly educated 1% of this nation’s youth.’

Nearly half of Conservative Party members believe Kemi Badenoch should step down before the next general election, according to a new YouGov poll that lays bare deepening unease within the Tory ranks.

The survey, published on October 6 and reported by Sky News, found that 50 per cent of members think Badenoch should not lead the Conservatives into the 2029 general election, while 46 per cent say she should. The findings point to a party increasingly divided over its direction and leadership after its crushing defeat in 2024. Badenoch, 45, made history last year as the first Black woman to lead a major UK political party, taking charge after the Conservatives were reduced to just 121 seats. But her tenure has been dogged by internal rifts, poor polling, and criticism that she has focused too heavily on culture-war issues rather than bread-and-butter concerns such as the economy and living costs.

Despite some lingering goodwill among party loyalists, the new data suggest her grip on power is weakening. YouGov found that while 61 per cent of members believe Badenoch is doing a good job as leader, 37 per cent disagree. Around three in ten (29 per cent) view her unfavourably, even as 70 per cent still hold a positive view of her overall.

‘Even among those who voted for her to be party leader last year, 30 per cent believe Badenoch should be replaced before the next general election,’ YouGov said. The poll also highlights the rising profile of Robert Jenrick, the shadow justice secretary and Badenoch’s main rival in last year’s leadership race. Jenrick emerged as the preferred alternative, with 37 per cent of members naming him as their top choice to succeed her. Former prime minister Boris Johnson remains a nostalgic favourite for 22 per cent, while 20 per cent backed shadow housing secretary James Cleverly. The results come at a delicate moment for Badenoch. The Conservatives have suffered a string of by-election and local council losses in 2025, and national polling continues to place the party far behind Labour. A recent YouGov projection suggested the Tories would win just 45 seats if an election were held today – their lowest tally in modern history – with only 11 per cent of the public believing they are ready to govern again.

Some Tory insiders fear that without a major course correction, the party risks another collapse in 2029. ‘Members are frustrated that we’ve not learned the lessons of last year,’ said one senior party figure. ‘There’s a feeling that Kemi’s trying to please the wrong crowd, and it’s not cutting through with voters.’

Others, however, defend her leadership as principled and necessary. Allies of Badenoch dismissed the latest poll as ‘unrepresentative’, insisting she remains focused on rebuilding trust with voters and reforming the party. Yet discontent appears to be spreading. Nearly half of respondents (49 per cent) believe Badenoch will be ousted before the election, compared to 47 per cent who think she’ll survive until 2029.

Adding to the uncertainty, the poll found that many members favour closer ties – or even a merger – with Nigel Farage’s Reform UK, signalling a potential shift further to the right in the party’s grassroots.

Badenoch faces her toughest challenge yet, convincing a sceptical party that she can lead it back to power. For now, the numbers suggest she has a fight on her hands, not with Labour, but with her own members.

Pinnacle Oil and Gas Limited has been named the Midstream/Downstream Company of the Year by the National Association of Energy Correspondents (NAEC).

The recognition celebrates Pinnacle’s outstanding contributions to operational excellence, infrastructure development, investment and innovation in Nigeria’s oil and gas industry.

In its award announcement, the body of national energy editors commended Pinnacle Oil and Gas Limited for its unwavering commitment to efficiency, quality service delivery, and sustained investment in infrastructure that strengthens the nation’s energy value chain. Over the years, Pinnacle Oil and Gas Limited has distinguished itself through an integrated range of midstream and downstream services that enhance energy availability and reliability.

The company operates one of West Africa’s most advanced offshore mooring systems and onshore terminals, enabling efficient petroleum handling and nationwide distribution. Through its bulk petroleum distribution operations, Pinnacle ensures steady access to quality fuels across the country, supported by a robust logistics and storage network.

Its growing chain of retail and commercial retail outlets provides premium petroleum products to individuals, businesses and industrial clients, while its expanding line of high-performance lubricants and energy solutions is designed to meet the evolving needs of customers in every sector. Pinnacle offers bulk fuel supply solutions for industrial clients and fleet operators, while its flagship lubricant brands, namely, PIBREUM and DYZEUM, are specially formulated to meet the performance needs of heavy-duty and light vehicles, as well as industrial machinery.

In line with its retail expansion strategy, two additional service stations are scheduled to commence operations in October, one in Makurdi, Benue State Capital and another in Ikotun, Lagos State. They are meant to further strengthen the company’s nationwide presence.

Seriake Dickson, former Bayelsa State governor and senator representing Bayelsa West, has criticised the defection of Governor Douye Diri and other politicians from the Peoples Democratic Party (PDP) to the All Progressives Congress (APC), accusing them of ‘running away from the mess they created.’

Speaking with journalists on Wednesday, after the announcement of the defection of Douye Diri, the Bayelsa State governor, Dickson described the wave of defections as ‘unfortunate and politically self-serving,’ arguing that Nigeria’s democracy thrives on the existence of multiple parties, not a one-party system.

‘I am where I have been. I am where I am. I don’t believe Nigeria should be a one-party state,’ Dickson said. ‘As a soldier of democracy, I’m used to the ups and downs of political life. I remain steadfast in the PDP, working with colleagues to solve the problems within the party.’

The former governor revealed that Diri had consulted him ‘several times’ before leaving the PDP but said he was never convinced of the need to defect, especially as a second-term governor.

‘To his credit, he consulted me several times,’ Dickson said. ‘But I was not convinced because I saw no compelling reason for a second-term governor to defect. Whatever they are pursuing or whatever is pursuing them, it belittles our democracy and endangers our multiparty system.’ He blamed the crisis in the PDP on the failure of its leadership to provide direction and resolve internal conflicts.

‘The governors and members of the working committee who created this mess are now bailing out instead of fixing the problem. It’s very sad. It makes Nigeria look small and makes our democracy look ridiculous,’ he said.

Citing Ghana as an example of political stability, Dickson said, ‘When President Mahama lost elections, he stayed in his party. When Akufo-Addo’s party later lost, they stayed. That’s democracy. In Nigeria, politicians decamp at the slightest opportunity. It’s political class suicide.’

He reaffirmed his loyalty to the PDP, noting that the party gave the Niger Delta people and the Ijaw nation national recognition.

‘I remain standing in the PDP, the party that gave my people the opportunity to produce a Vice President, an Acting President, and a President of the Federal Republic of Nigeria. This other party cannot do that,’ he said.

Dickson, however, added that being in opposition does not mean opposing every action of the government. He declared his full support for President Bola Tinubu’s nomination of Professor Joash Amupitan (SAN) as the next Chairman of the Independent National Electoral Commission (INEC).

‘Being in opposition does not mean we must fight everything coming from the government,’ he stated. ‘In this instance, I will be voting to support the nomination of Professor Amupitan as Chairman of INEC.’

The senator explained that his decision followed due consultation and verification of claims linking Amupitan to partisan politics.

‘I have made inquiries and spoken to senior lawyers across the country.

‘There is confusion between Professor Amupitan of the University of Jos and another professor from Lagos. There is no evidence that Professor Amupitan was part of the President’s legal team,’ Dickson clarified.

He commended Tinubu’s choice of nominee, noting that for the first time, a Senior Advocate of Nigeria and Professor of Law has been nominated for the position.

‘It’s exciting. A person of his caliber, being both a Professor of Law and a Senior Advocate, should understand that elections are not about cooking up figures and telling people to go to court,’ Dickson said.

‘He should know there is the judgment of men, of God, and of posterity.’

He pledged to work with his colleagues on the Senate Committee on Electoral Matters to ensure Amupitan’s confirmation and to push for further electoral reforms.

‘As a member of the Electoral Committee and of the Senate, I will work to ensure that the reforms we are championing see the light of day, and that Professor Amupitan understands his place in history,’ he said.

Dickson concluded by stressing that democracy without opposition is no democracy at all.

‘If we don’t succeed in saving the PDP, we’ll take a collective decision, but not to join the ruling party.

‘There must be opposition. A democracy without opposition ceases to be a democracy; it becomes a dictatorship,’ he said.

A community secondary school has won the 2025 ‘Book Reading’ contest on Open Day Event packaged by TotalEnergies Nigeria in Port Harcourt.

The oil company that organized the event said it was a strategy to discover the next generation of greatness in the oil region.

ýThe ‘Book Reading’ brought together over 10 senior secondary schools in Port Harcourt, including Enitona High School, Immaculate High School, Model Secondary School GRA Port Harcourt, Redeemers College, and GCSS Borikiri, saw Community Secondary School (CSS) Okuru-Ama emerge winner.

ýSpeaking on behalf of the students of the winning college, Hellen Amakiri expressed gratitude to TotalEnergies for the initiative which she said has equipped her and other students to acquire vital knowledge needed to make the right choice for a successful future.

ýShe also commended TotalEnergies for its prominent role in the oil, gas, and renewable energy industry and their commitment to sustainable energy in Nigeria and the world.

ý Amakiri further expressed gratitude to the oil giant for the opportunity to participate in the Book Reading and Open Day Event, which paved the way for the emergence of her school as the winner of the 2025 edition.

Speaking, Olivier Casesolles, deputy managing director (DMD) Total Energies, Joint Venture Asset, said that the initiative of encouraging young ones to read was not simply about increasing literature but about nurturing minds capable of empathy, creativity, and critical thinking.

ýCasesolles stated that for over 60 years, TotalEnergies has been passionate about lighting up minds and empowering future generations through education.

ýHe said the scholarships provided by TotalEnergies has assisted thousands of students to access quality education, and that more than 700 petroleum engineers have graduated from the Institute of Petroleum Studies, University of Port Harcourt.

ýHe also stated that their lives today and in the future depend on the books they read and the knowledge they possessed. He traced his own life and success stories to an early exposure to reading.

ýThe DMD also identified other education support initiatives of TotalEnergies in Nigeria to include the provision of solar lamps to students to aid their studies, provision of classroom blocks, state-of the-art laboratories and equipment in schools and training of some university lecturers at the Massachusette Institute of Technology in the USA. The move, he said, is to strengthen teaching methodology in the country.

ýThe company emphasized that the ‘Book Reading and Open Day Event’ has enhanced character discipline and personal growth since it’s inception.

Adesua Adebola, General Manager, Country Services of TotalEnergies, said the purpose of the book reading contest was to empower students. She charged them to take reading seriously as it is the key that unlocks a successful and brighter future.

ýAlso, Azibaolalare Uzoma Wogu, Permanent Secretary, Rivers State Ministry of Education, who was represented by Charles Gbaranwi, a Deputy Director in the Ministry, commended TotalEnergies for their contributions to the growth, development, and success of education in the state, expressing the Ministry’s continuous readiness for partnership.

Speaking on the need for guidance in the choice of a career path, Adolphus Akwumakwuhie, a legal practitioner and ‘Role Model of the Day’, urged students to take advantage of the morning period which is the preparatory stage. He warned against bad association, drug abuse, and other social vices incidental to youths as they lead to a destructive future.

As the Society for Performing Arts in Nigeria (SPAN) prepares to launch its inaugural Queen Esther Ball Gala, Founder and Director Sarah Boulos reiterates the importance of investing in the country’s youth. With two decades of experience in empowering young Nigerians through performing arts education, Mrs. Boulos believes that the next generation of leaders is ready to shine.

‘Nigeria’s creative talent is world-class,’ says Mrs. Boulos. ‘If provided with the right platforms, our youth will compete favorably on a global stage. SPAN is just a launching pad, and similar initiatives can be created in other industries like film, science, technology, and sports. What we need are resources and resilience.’

Mrs. Boulos’s conviction is rooted in SPAN’s remarkable journey. Over the past 20 years, the organization has nurtured over 10,000 students, producing alumni who are now making waves in the global performance arts scene. SPAN’s success story is a testament to the potential of Nigerian youth.

As the Queen Esther Ball Gala approaches, Mrs. Boulos emphasizes the need for continued investment in youth development. ‘We are celebrating where we have been and strategically using it as a launchpad for where we are going,’ she says. ‘The next 20 years will see SPAN deepen its impact, reach more students, and continue proving that investing in performing arts education is a profound investment in Nigeria’s future.’

With a focus on empowering young women and promoting creativity, the Queen Esther Ball promises to be an unforgettable evening of celebration, forward vision, and fundraising. As Nigeria looks to the future, it’s clear that its youth are the real resource for a brighter tomorrow.

By providing opportunities for young Nigerians to develop their talents and skills, we can unlock a wealth of potential and creativity that will drive the country’s progress. As Mrs. Boulos aptly puts it, ‘Nigeria’s youth are its greatest asset.’

Governor Mai Mala Buni has approved the immediate release of ?5.8 billion for the settlement of all outstanding gratuity liabilities owed to retired State public officers.

‘This significant milestone underscores the administration’s unwavering commitment to the welfare of its dedicated civil servants who have served the state meritoriously’, a statement by Mohammed Abatcha Geidam, Commissioner of Finance, said.

The statement added that the governor had further directed that, going forward, the payment of gratuities must be integrated into the State’s monthly financial schedule.

‘This means that cleared gratuity payments will be made monthly, alongside the regular pension payments, ensuring that no future backlog of retirement benefits is allowed to accumulate’, the Commissioner said.

Mohammed Abatcha Geidam added that the approval of ?5.8 billion was a ‘clear demonstration of Governor Buni’s compassionate leadership and his administration’s deep appreciation for the years of service rendered by Yobe’s retirees.

‘By clearing this substantial backlog and institutionalizing a prompt, monthly payment system, the governor has provided much-needed financial relief and restored dignity to our senior citizens’, he added.

The statement emphasised that the Ministry of Finance and the Office of the Head of Service are working collaboratively to ensure the seamless and transparent disbursement of these funds to all affected retirees immediately.

‘This bold financial step is part of the Governor’s broader economic and social agenda to ensure fiscal responsibility and prioritise the welfare of Yobe State citizens, particularly those who have contributed immensely to its development’, the Commissioner added.

Nkeiruka Onyejeocha, the minister of state for labour and employment, has unveiled plans for a network of National Job Centres across Nigeria as part of the federal government’s effort to create dignified, inclusive, and transformative work opportunities in line with President Bola Tinubu’s Renewed Hope Agenda.

The announcement was contained in a statement released by Tósìn Olúwal?´w?`, her special adviser on media and communications, on Wednesday, following Onyejeocha’s remarks at the Mastercard Foundation Annual Nigeria Partner Convening in Lagos.

According to the minister, the National Job Centre Project will serve as a nationwide network of employability hubs designed to connect skilled Nigerians to real job opportunities and strengthen the country’s labour market infrastructure.

‘The National Job Centres will integrate digital job matching, data tracking, and career advisory services to create a harmonised and inclusive system,’ Onyejeocha said.

‘They form part of a national labour framework that empowers youth to contribute meaningfully to local industries and compete confidently on the global stage.’

She also unveiled the Labour Employment and Empowerment Programme (LEEP), a flagship initiative aimed at improving the employability of young Nigerians and easing the transition from training to employment.

‘Through LEEP, we are enhancing the employability of young Nigerians and strengthening the bridge between training and jobs,’ she explained. ‘Our goal is not just to create employment but to build systems that protect workers’ rights, ensure fair wages, and strengthen labour market governance.’ Onyejeocha commended the Mastercard Foundation for its partnership with Nigeria through the Young Africa Works strategy, noting that it has provided youth with essential skills, job opportunities, and entrepreneurship support.

‘Over the past six years, through the Young Africa Works strategy, your partnerships have not only provided skills but opened pathways to jobs, entrepreneurship, and hope for thousands across Nigeria,’ she said.

She added that the Foundation’s strategy aligns strongly with President Tinubu’s Renewed Hope Agenda, which aims to turn skills development into sustainable employment opportunities.

‘Your focus on evidence, collaboration, and inclusion resonates deeply with the Renewed Hope Agenda, particularly our national drive to make skills-to-jobs a reality for every Nigerian youth,’ she added.

Onyejeocha emphasised the need for collaboration among government institutions, the private sector, and civil society to build a resilient labour market.

‘Building an inclusive and sustainable ecosystem for work requires collective effort. We invite partners to collaborate with us in driving job access through these platforms and accelerating economic outcomes across Nigeria’s labour ecosystem,’ she said.

Kantar Nigeria, a subsidiary of Kantar-the world’s foremost marketing data and analytics company has unveiled its enhanced suite of business solutions and AI capabilities to both new and prospective clients in Lagos.

Opening the event, Eddington Danda, Country Head , according to a statement traced the company’s journey across Nigeria and Anglophone West Africa, emphasizing Kantar’s ongoing evolution and integration.

‘The Kantar Nigeria story is one of continuous evolution, integration, and upscaling our solutions-from research to analytics, sustainability, consulting, and AI-powered insights that bring the best of our global expertise to the Nigerian and West African markets,’ Danda remarked, reflecting on the strategic positioning that enables brands to thrive both locally and regionally.

The event also featured a presentation of Kantar’s acclaimed Africa Life report (The Plate, The Pocket and The Platform) by Stacy Saggars, Commercial Growth Director for Africa, Kantar and Kene Esiobu, Customer Experience Lead, Kantar Nigeria. The study, according to the statement sheds light on consumer behaviours and values across Africa, revealing a strong alignment around creation, creativity, community, curiosity, and culture. Organisations can harness these core values through five actionable pathways outlined in the report to achieve success throughout the continent.

A panel discussion on creativity, innovation, and resilience in Nigeria’s ever-changing market concluded the session. Moderated by Fred Ubanemhen, Domain Lead, Qualitative at Kantar Nigeria, the panel featured insights from industry leaders (Bukola Akinpelumi, Experienced Consumer and Marketing Insights Lead (Ex-Unilever); Tomijogun Ogunlesi, Divisional Head – Brands, Communications, Content and CSR, Interswitch Group; and Ivan Moroke, CEO, Kantar South Africa).

The statement said Ivan Moroke captured the spirit of the conversation with a powerful statement on the essential role of creativity and innovation for brands aspiring to lead across Africa – ‘Creativity and innovation is the silver bullet of meaningful difference, which then drives brand growth and, in return, business growth.’