Laura Bicker

Head in hands, eight-year-old Timmy muttered to himself as he tried to beat a robot powered by artificial intelligence at a game of chess.

But this was not an AI showroom or laboratory – this robot was living on a coffee table in a Beijing apartment, along with Timmy.

The first night it came home, Timmy hugged his little robot friend before heading to bed. He doesn't have a name for it – yet.

"It's like a little teacher or a little friend," the boy said, as he showed his mum the next move he was considering on the chess board.

Moments later, the robot chimed in: "Congrats! You win." Round eyes blinking on the screen, it began rearranging the pieces to start a new game as it continued in Mandarin: "I've seen your ability, I will do better next time."

China is embracing AI in its bid to become a tech superpower by 2030.

DeepSeek, the breakthrough Chinese chatbotthat caught the world's attention in January, was just the first hint of that ambition.

Money is pouring into AI businesses seeking more capital, fuelling domestic competition. There are more than 4,500 firms developing and selling AI, schools in the capital Beijing are introducing AI courses for primary and secondary students later this year, and universities have increased the number of places available for students studying AI.

"This is an inevitable trend. We will co-exist with AI," said Timmy's mum, Yan Xue. "Children should get to know it as early as possible. We should not reject it."

She is keen for her son to learn both chess and the strategy board game Go – the robot does both, which persuaded her that its $800 price tag was a good investment. Its creators are already planning to add a language tutoring programme.

Perhaps this was what the Chinese Communist Party hoped for when it declared in 2017 that AI would be "the main driving force" of the country's progress. President Xi Jinping is now betting big on it, as a slowing Chinese economy grapples with the blow of tariffs from its biggest trading partner, the United States.

Beijing plans to invest 10tn Chinese yuan ($1.4tn; £1tn) in the next 15 years as it competes with Washington to gain the edge in advanced tech. AI funding got yet another boost at the government's annual political gathering, which is currently under way. This comes on the heels of a 60 billion yuan-AI investment fund created in January, just days after the US further tightened export controls for advanced chips and placed more Chinese firms on a trade blacklist.

But DeepSeek has shown that Chinese companies can overcome these barriers. And that's what has stunned Silicon Valley and industry experts – they did not expect China to catch up so soon.

A race among dragons

It's a reaction Tommy Tang has become accustomed to after six months of marketing his firm's chess-playing robot at various competitions.

Timmy's machine comes from the same company, SenseRobot, which offers a wide range in abilities – Chinese state media hailed an advanced version in 2022 that beat chess Grand Masters at the game.

"Parents will ask about the price, then they will ask where I am from. They expect me to come from the US or Europe. They seem surprised that I am from China," Mr Tang said, smiling. "There will always be one or two seconds of silence when I say I am from China."

His firm has sold more than 100,000 of the robots and now has a contract with a major US supermarket chain, Costco.

One of the secrets to China's engineering success is its young people. In 2020, more than 3.5 million of the country's students graduated with degrees in science, technology, engineering and maths, better known as STEM.

That's more than any other country in the world - and Beijing is keen to leverage it. "Building strength in education, science and talent is a shared responsibility," Xi told party leaders last week.

Ever since China opened its economy to the world in the late 1970s, it has "been through a process of accumulating talent and technology," says Abbott Lyu, vice-president of Shanghai-based Whalesbot, a firm that makes AI toys. "In this era of AI, we've got many, many engineers, and they are hardworking."

Behind him, a dinosaur made of variously coloured bricks roars to life. It's being controlled through code assembled on a smartphone by a seven-year-old.

The company is developing toys to help children as young as three learn code. Every package of bricks comes with a booklet of code. Children can then choose what they want to build and learn how to do it. The cheapest toy sells for around $40.

"Other countries have AI education robots as well, but when it comes to competitiveness and smart hardware, China is doing better," Mr Lyu insists.

The success of DeepSeek turned its CEO Liang Wenfeng into a national hero and "is worth 10 billion yuan of advertising for [China's] AI industry," he added.

"It has let the public know that AI is not just a concept, that it can indeed change people's lives. It has inspired public curiosity."

Six homegrown AI firms, including DeepSeek, have now been nicknamed China's six little dragons by the internet – the others are Unitree Robotics, Deep Robotics, BrainCo, Game Science, and Manycore Tech.

Some of them were at a recent AI fair in Shanghai, where the biggest Chinese firms in the business showed off their advances, from search and rescue robots to a backflipping dog-like one, which wandered the halls among visitors.

In one bustling exhibition hall, two teams of humanoid robots battled it out in a game of football, complete in red and blue jerseys. The machines fell when they clashed – and one of them was even taken off the field in a stretcher by their human handler who was keen to keep the joke going.

It was hard to miss the air of excitement among developers in the wake of DeepSeek. "Deepseek means the world knows we are here," said Yu Jingji, a 26-year-old engineer.

'Catch-up mode'

But as the world learns of China's AI potential, there are also concerns about what AI is allowing the Chinese government to learn about its users.

AI is hungry for data - the more it gets, the smarter it makes itself and, with around a billion mobile phone users compared to just over 400 million in the US, Beijing has a real advantage.

The West, its allies and many experts in these countries believe that data gathered by Chinese apps such as DeepSeek, RedNote or TikTok can be accessed by the Chinese Communist Party. Some point to the country's National Intelligence Law as evidence of this.

But Chinese firms, including ByteDance, which owns TikTok, says the law allows for the protection of private companies and personal data. Still, suspicion that US user data on TikTok could end up in the hands of the Chinese government drove Washington's decision to ban the hugely popular app.

That same fear – where privacy concerns meet national security challenges - is hitting Deepseek. South Korea banned new downloads of DeepSeek, while Taiwan and Australia have barred the app from government-issued devices.

Chinese companies are aware of these sensitivities and Mr Tang was quick to tell the BBC that "privacy was a red line" for his company. Beijing also realises that this will be a challenge in its bid to be a global leader in AI.

"DeepSeek's rapid rise has triggered hostile reactions from some in the West," a commentary in the state-run Beijing Daily noted, adding that "the development environment for China's AI models remains highly uncertain".

But China's AI firms are not deterred. Rather, they believe thrifty innovation will win them an undeniable advantage – because it was DeepSeek's claim that it could rival ChatGPT for a fraction of the cost that shocked the AI industry.

So the engineering challenge is how to make more, for less. "This was our Mission Impossible," Mr Tang said. His company found that the robotic arm used to move chess pieces was hugely expensive to produce and would drive the price up to around $40,000.

So, they tried using AI to help do the work of engineers and enhance the manufacturing process. Mr Tang claims that has driven the cost down to $1,000.

"This is innovation," he says. "Artificial engineering is now integrated into the manufacturing process."

This could have enormous implications as China applies AI on a vast scale. State media already show factories full of humanoid robots. In January, the government said that it would promote the development of AI-powered humanoid robots to help look after its rapidly ageing population.

Xi has repeatedly declared "technological self-reliance" a key goal, which means China wants to create its own advanced chips, to make up for US export restrictions that could hinder its plans.

The Chinese leader knows he is in for a long race – the Beijing Daily recently warned that the DeepSeek moment was not a time for "AI triumphalism" because China was still in "catch-up mode".

President Xi is investing heavily in artificial intelligence, robots and advanced tech in preparation for a marathon that he hopes China will eventually win.

BBC

March 6, 2025 – The 2025 Ọbafẹmi Awolọwọ Memorial Webinar, themed “Our 21st Century World: Reflections and Projections,” brought together a distinguished gathering of thought leaders, policymakers, and academics from around the world to reflect on the challenges and opportunities shaping the 21st century. Held on March 6, 2025, the event was chaired by former South African President Thabo Mbeki and featured keynote speaker Jeffrey Sachs, a globally renowned economist and sustainable development expert.

The webinar, organized by the Ọbafẹmi Awolọwọ Foundation, aimed to honor the legacy of Ọbafẹmi Awolọwọ, a visionary leader whose commitment to knowledge-driven leadership, economic self-reliance, and social justice remains deeply relevant today.

In her welcome address, Ọlatokunbọ Awolọwọ Dosumu, the only surviving child of the late sage and Executive Director of the Foundation, emphasized the timeliness of the theme, noting the rapid technological advancements, shifting economic paradigms, and evolving geopolitical realities defining the 21st century. She highlighted the need for critical discourse to navigate these changes and shape a more prosperous and equitable future. The webinar focused on four critical sub-themes: the economy, technology (with a special emphasis on artificial intelligence), North-South dynamics, and Africa’s options for development.

Key Observations: A World in Flux

The discussions at the webinar underscored the complex challenges facing Africa and the world. The global economy, while resilient, is fraught with risks, including inflation, debt market instability, and declining productivity. The rise of the BRICS nations, now comprising 10 countries, including Egypt and Ethiopia, is reshaping international trade and finance, challenging the dominance of the G7 and the US dollar. However, the political risk of rising populism in the West and its implications for global economic policies were also noted.

Artificial intelligence (AI) emerged as a central theme, with participants recognizing it as the most consequential development of our time. While AI has the potential to boost global GDP, it also poses significant challenges, including workplace displacement, economic inequality, and the risk of digital authoritarianism. The uneven distribution of AI’s benefits, particularly in the Global South, was highlighted as a pressing concern. Participants warned that without inclusive AI governance, existing global disparities would deepen, reinforcing the dominance of a few nations in the AI economy.

Africa’s unique challenges were also a focal point. The continent faces a multifaceted situation marked by political, economic, and social transformations. Despite its vast mineral resources, Africa’s ownership structures often favour foreign interests, limiting its ability to harness its wealth for sustainable development. The webinar also addressed the urgent need for long-term, low-cost financing for economic programmes, as well as the importance of investing in education, infrastructure, and human development.

Recommendations: A Roadmap for Africa’s Transformation

The webinar concluded with a series of recommendations aimed at positioning Africa for success in the coming decades. Key strategies included:

1. Leadership and Governance: Africa must cultivate competent leaders committed to tackling the continent’s development challenges. The African Union (AU) should play a central role in driving an Africa-wide economic vision.

2. Education and Human Development: Investing in education, particularly for young people, is critical. A 20% return on investment in education makes it a key driver of economic growth. School curricula should be upgraded to equip the youth with skills relevant to the 21st century.

3. Economic Transformation: Africa should aim for an 8% annual growth rate over the next decade, following the economic trajectories of China and India. Regional development banks should be strengthened to provide long-term financing for infrastructure and industrialization.

4. Technology and Innovation: Africa must develop a bold, indigenized AI agenda to avoid digital colonialism. The continent should invest in cutting-edge strategies and plans to transition from being a consumer to a producer of technology.

5. Regional Integration: The Continental Free Trade Area (CFTA) is a vital step, but regulatory barriers must be addressed. Africa should act as a unified bloc, leveraging its collective strength to negotiate better terms in the global economy.

6. Sustainable Development: Africa must shift to more sustainable economic models, prioritizing environmental conservation and climate resilience. The continent should also develop new funding models to reduce dependence on humanitarian aid.

7. Global Engagement: Africa should engage more actively in the global financial market to secure funding for its development. Partnerships with countries committed to long-term development, such as China and India, should be prioritized.

A Call to Action

Awolọwọ Dosumu emphasized that the webinar was more than an academic exercise—it was a call to action. She expressed hope that the discussions would spark innovative ideas and forge pathways toward a more just, prosperous, and technologically empowered world. The Foundation also announced its intention to partner with the Thabo Mbeki Foundation to implement the recommendations from the webinar.

In closing, the Board of Trustees and the Executive Director of the Ọbafẹmi Awolọwọ Foundation extended their gratitude to all participants, including Mbeki, Sachs, and the distinguished panel of guest speakers, for their invaluable contributions. The event served as a fitting tribute to Awolọwọ’s legacy and a clarion call for Africa to claim its rightful place in the 21st century.

The Nigerian National Petroleum Company Limited (NNPC Ltd) has issued a clarification regarding reports about the crude oil sales agreement with Dangote Refinery.

In a statement released Monday evening, NNPC's chief corporate communications officer, Olufemi Soneye, explained that the Naira-denominated crude oil contract was originally structured as a six-month agreement that will expire at the end of March 2025. Soneye confirmed that discussions are currently in progress to establish a new contract.

According to the statement, NNPC Ltd has supplied over 48 million barrels of crude oil to Dangote Refinery since October 2024 under the current agreement. In total, the refinery has received more than 84 million barrels from NNPC since beginning operations in 2023.

"NNPC Limited remains committed to supplying crude oil for local refining based on mutually agreed terms and conditions," Soneye stated.

The clarification follows a July directive from the Federal Executive Council (FEC), led by President Bola Tinubu, instructing NNPC Ltd to engage with Dangote Refinery and other local refineries to resolve disputes over crude oil supply. The FEC mandated that crude oil be sold to Nigerian-based refineries in Naira, with an expectation that refined products would likewise be sold domestically in the local currency.

The federal government officially started implementation of Naira-based sales of crude oil and refined petroleum products in October.​​​​​​​​​​​​​​​​

In a series of violent attacks across Nigeria, gunmen and terrorists have left a trail of devastation, killing at least 33 people and displacing numerous others in Ondo and Kebbi states.

In Ondo State, suspected bandits attacked four communities in Akure North Local Government Area (LGA) on Sunday, killing at least 20 people. The affected communities—Aba Alajido, Aba Sunday, Aba Pastor, and Ademekun—were targeted in a brutal assault that began last week and escalated on Friday night. A resident, identified as Sunday, recounted the horror, stating that the attackers opened fire indiscriminately while residents were asleep, forcing many to flee into the bush for safety.

"So many ran into the bush, but some unlucky ones were killed in the villages," he said.

Security personnel later recovered several bodies, with many residents still missing and feared dead. Funmilayo Odunlami, the Ondo State police spokesperson, confirmed the incident and stated that investigations are ongoing, with efforts to restore normalcy and apprehend the perpetrators.

Meanwhile, in Kebbi State, the Lakurawa terrorist group launched a deadly reprisal attack in Birnin Dede village, Arewa LGA, killing 13 people and burning eight nearby villages. The attack was reportedly in retaliation for the killing of their leader, Maigemu, by combined military forces supported by Kebbi State Governor Nasir Idris. A villager, Malam Umar, explained that the terrorists spared only one village, which was under military protection.

"We seek protection from Allah against this dreaded group," he said. The Kebbi State Police Command could not be reached for comment at the time of reporting.

These attacks highlight the escalating security challenges in Nigeria, with communities increasingly vulnerable to violence from bandits and terrorist groups.

Rubio says US hostage envoy's direct meeting with Hamas was 'one-off'

President Donald Trump's hostage envoy Adam Boehler's direct meetings with Palestinian militant group Hamas on the release of hostages in Gaza was a "one-off situation" and as of now "hasn't borne fruit," U.S. Secretary of State Marco Rubio said on Monday.

"That was a one-off situation in which our special envoy for hostages, whose job it is to get people released, had an opportunity to talk directly to someone who has control over these people and was given permission and encouraged to do so. He did so," Rubio told reporters en route to Saudi Arabia.

"As of now, it hasn't borne fruit. Doesn't mean he was wrong to try, but our primary vehicle for negotiations on this front will continue to be Mr. Witkoff and the work he's doing through Qatar," Rubio said, in reference to Trump's special envoy for the Middle East, Steve Witkoff.

The discussions between Boehler and Hamas broke with a decades-old policy by Washington against negotiating with groups the U.S. brands as terrorist organizations.

A senior Hamas official on Sunday told Reuters that the meetings between Hamas leaders and Boehler in recent days focused on the release of an American-Israeli dual national being held by the militant group in Gaza.

Boehler told CNN on Sunday that the talks were "very helpful" and, in an interview with Israel's N12 TV channel, he said that the Trump administration was focused on getting all the remaining 59 hostages out and ending the war.

Witkoff told reporters at the White House last week that gaining the release of Edan Alexander, a 21-year-old from New Jersey believed to be the last living American hostage held by Hamas in Gaza, was a "top priority for us".

The Islamist militant group carried out a cross-border raid into southern Israel on October 7, 2023, triggering an Israeli offensive into the Gaza Strip that has killed more than 48,000 Palestinians, according to Gaza health officials.

Hamas militants killed 1,200 people and took 251 hostages, according to Israeli tallies.

Reuters

WESTERN PERSPECTIVE

Ukraine launches major drone attack targeting Moscow, Russia says

Ukraine targeted the Russian capital early on Wednesday in what seemed to be the biggest drone attack so far, forcing the closure of two of the airports serving the city, sparking fires and damaging houses, officials and media said.

Moscow Mayor Sergei Sobyanin said that at least 60 drones were destroyed on approach towards the city.

"At the moment, the roof of a building in Moscow has been slightly damaged by falling debris from a downed UAV (unmanned aerial vehicle)," Sobyanin said in a post on the Telegram messaging app.

In an earlier post, he said there were no injuries, according to preliminary reports.

Moscow and its surrounding region, with a population of at least 21 million, is one of the biggest metropolitan areas in Europe, alongside Istanbul.

Baza, a news Telegram channel that is close to Russia's security services, and other Russian news telegram channels posted videos of several residential fires around Moscow that they said were sparked by the attacks.

In one video Baza showed what it said was an apartment ablaze in a multi-storey residential building in the Ramenskoye district of the Moscow region, some 50 km (31 miles) southeast of the Kremlin.

Reuters could not independently verify the reports of the fires.

The strikes came as the United States is pushing for an end to the three-year war that Russia started with its invasion of Ukraine in February 2022. On Tuesday, U.S. and Ukrainian teams are scheduled to meet for peace talks in Saudi Arabia.

Russia's aviation watchdog said that flights were suspended at the Zhukovo and Domodedovo airports to ensure air safety following the reports of the attacks. Two other airports, in the Yaroslavl and Nizhny Novgorod regions, both east of Moscow, were also closed.

The governor of the Ryazan region, just southeast of the Moscow region, said that air defences repelled a drone attack on the region, with no injuries or damage reported.

A November drone attack on Moscow, the largest then in the war where at least 34 drones were destroyed, killed at least one civilian and wrecked dozens of homes around the capital.

Kyiv has often said that its strikes inside Russia are aimed at destroying infrastructure key to Moscow's overall war efforts and are in response to Russia's continued bombing of Ukraine.

Both sides deny targeting civilians in the attacks, but thousands of them have died in the conflict so far, the vast majority of them Ukrainian.

RUSSIAN PERSPECTIVE

Ukrainian forces pummeled in Kursk Region - MOD

The Russian Defense Ministry has circulated videos it says depict kamikaze drone strikes on the forces remaining from Ukraine’s incursion into Russia's Kursk Region.

Kiev launched the incursion last August, claiming it has military and political value, however its forces are widely reported to be on the retreat and are facing increased risk of being cut off entirely.

A video released on Sunday shows a stationary column of military vehicles being targeted by multiple first-person view drones. The convoy’s advance was seemingly halted after encountering a destroyed bridge, leading to soldiers abandoning their transport.

The ministry claimed that Ukrainian troops were “fleeing from Sudzha,” a city in Kursk Region that has served as a base for Kiev’s operations since the start of the incursion. On the same day, the Russian military announced the liberation of several settlements previously controlled by Ukrainian forces.

Another clip published on Monday showcased Russian drone strikes against various Ukrainian targets reportedly throughout the area, including soldiers, vehicles, and bridges, the latter aimed at “disrupting enemy logistics and cutting off retreat paths.”

Media reports indicate that Russian troops executed an infiltration operation, covertly moving hundreds of personnel behind Ukrainian lines via a gas pipeline before launching a surprise attack over the weekend.

Ukrainian leader Vladimir Zelensky has previously claimed the incursion into Kursk as a major tactical victory. He has asserted that it has thwarted a Russian offensive into Ukraine’s Sumy Region and would bolster Kiev’s position in potential peace negotiations. However, Ukrainian forces have reportedly sustained tens of thousands of casualties during the operation and are facing possible encirclement in the Sudzha area.

This week, senior Ukrainian officials are scheduled to meet with members of the Trump administration, which some media outlets describe as Ukraine’s final opportunity to repair relations with the new US leadership. Washington paused arms deliveries and intelligence sharing with Kiev after the American president accused Zelensky of refusing to compromise for a prospective US-mediated peace deal with Russia.

Reuters/RT

Ordinarily, I would have thought that I could number Ibrahim Badamasi Babangida (IBB) as one of my elderly friends because of the intellectual engagements we used to have, in company of my bosom friend and brother, Mohammed Kuta Yahaya, especially because of and as he put on display his penchant for deep intellectual forays and the way he appreciated intelligence, if not for his abiding personal wiles making for extreme caution and the inability to ever lay down his guards for you to know when you have truly crossed into his inner circles. The same way it could be said that, in spite of enormous endowment from God of intelligence and charisma and vision and opportunities, he ended up betraying such uncommon endowment, the people and himself.

Come to think of it, I do not have any doubt that, outside of Obafemi Awolowo, there is no one else and there has not been anyone with the intrinsic qualities necessary for quality leadership in Nigeria as IBB. If in Awolowo, we had the best President Nigeria never had, with IBB, it was having a fitting President that wasted and misused the golden opportunity!

When IBB came into power after his military coup and gave himself the title of President and started putting in place definitive structures of governance easily recognizable and able to be followed openly, I remember writing an academic paper/article on the phenomenon then, suggesting and arguing that I could discern the constitutive elements necessary as springboard for the task of reimagining and rebuilding a new nation out of Nigeria in the concept of ‘military presidency’ and the formidable character behind and powering it. I thought I could see IBB in the mould of Singaporean Lee Kuan Yew, the leader to take on the challenge of positively transforming Nigeria and making it to realise its potentials to become one of the great nations of the world. But that would be to miss the essence and effect of the personal foibles of the man, whose propensity for self-sabotage would be enough to derail all real transformational efforts.

Take the case, for instance, of the resort to the interminable and unending political transition programme, which was more of a refuge for the negative fallouts of the idiosyncratic imbalances that made the pursuit of real transformation difficult and impossible. Essentially, in the grand scheme of things, the positive transformation expected from and under the aegis of a fitting president like IBB would be fundamental and comprehensive, touching every aspect of life but not necessarily dependent on a quick return to civilian, democratic rule through any transition programme; the transition expected was a total one affecting the whole of society as the transformational leader steers the country to new heights on new, functional structures that would deliver development and make life easier for the mass of the people.

Yet, even the resort to the refuge of political transition programme ended up a failure, in spite of having the benefit of the support and intellectual design of people like Adele Jinadu and Sam Oyovbaire, two of the finest political theorist and theoreticians produced in the land after the exit of Billy Dudley, alongside the grand old scholar, Omo Omoruyi at the Centre for Democratic Studies (CDS), largely because of the ingrained personal foibles and manipulative tendencies of the man in charge of the processes. The bottom line is that IBB represented and continue to represent an otherwise solid promise and expectation about the transformation of Nigeria, which expectation and promise ended up and floundered as significant failure on the altar or the personal betrayals inherent in and intrinsic to the man. In IBB, we confront the complexity of power and the limits to which we could draw on a uni-linear conception of the use of power. He had all the attributes of a transformational leader, but squandered them all through regrettable personal foibles and otherwise shocking conducts!

** Olaitan, Professor of Political Science, was Vice-Chancellor, Olabisi Onabanjo University, Ago-Iwoye, Ogun State.

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Scott Baradell

Forget the buzzwords, the fluff and the empty mantras. Real branding isn't about catchy slogans, slick logos or vague notions of authenticity — it's about trust. If your brand strategy isn't driving credibility, customer preference and real-world results, you're wasting time and money. Here's how to cut through the noise and build a brand that actually works.

The branding industry is built on a lie.

Not an outright, malicious deception but a feel-good fantasy designed to make companies feel like they're accomplishing something when, in reality, they're spinning their wheels.

Most branding advice today boils down to vague platitudes: "Tell your story." "Define your values." "Be authentic." These sound profound, but they're practically useless without specifics. Worse, they give businesses a false sense of progress when what they really need is a strategy rooted in reality.

If your brand strategy isn't moving the needle — if it's not increasing trust, boosting conversions or differentiating you in a way that actually matters — you're probably following bad advice.

Here's what branding experts won't tell you — but should.

1. "Brand awareness" is a trap

Most branding agencies will tell you that brand awareness is the goal and that if more people recognize your brand, you'll win.

That's only true if awareness translates to trust and preference. Otherwise, it's like setting a pile of cash on fire for the sake of warmth.

A well-known brand that nobody trusts is worse off than an unknown one. Just ask companies that became infamous for all the wrong reasons — WeWork, Theranos, MoviePass. They had plenty of awareness. It didn't help.

Instead of chasing recognition, focus on credibility. If your audience trusts you, they'll seek you out. If they don't, no amount of visibility will save you.

2. Your "why" doesn't matter — unless it's about them

Simon Sinek's Start with Why launched a thousand mission statements. Now, every company feels obligated to have a deep, inspirational reason for existing.

Here's the problem: Customers don't care why you started your business. They care what you can do for them.

Apple's "why" is famous, but nobody buys an iPhone because of its mission statement. They buy it because it works better, looks better and integrates seamlessly into their lives. Nike's "why" is compelling, but people buy their shoes because they perform well and look cool — not because of a corporate manifesto.

Your brand story matters only if it directly connects to customer outcomes. If your "why" doesn't help them, it's just noise.

3. "Be authentic" is the most misunderstood advice in business

Everyone tells brands to "be authentic." But what does that even mean?

Too often, brands interpret authenticity as oversharing, taking controversial stands or adopting a casual, "real" tone on social media. Sometimes that works. Often, it backfires.

Authenticity in branding doesn't mean saying whatever you feel. It means aligning your messaging with what customers already expect from you. If people trust you for reliability, don't suddenly try to be edgy. If they love you for innovation, don't play it safe.

The best brands aren't authentic in the sense that they reveal everything about themselves. They're authentic in the sense that they deliver on their promises — consistently.

4. Differentiation is overrated — unless it's useful

Branding experts love to tell businesses to "stand out." They say differentiation is the key to success.

That's half true.

Being different is only valuable if it's different in a way that matters. If you build a product with a neon-pink interface just to be unique, you're wasting your time. If you differentiate by solving a real pain point that competitors ignore, you'll win.

Tesla didn't stand out by being another car company. It stood out by proving that electric cars could be desirable. Airbnb didn't stand out by being another hotel alternative. It stood out by unlocking unused spaces people already had.

Be different where it counts. Everything else is a distraction.

5. Fancy logos and slick taglines won't save you

Some businesses obsess over visual identity and clever slogans, believing that branding success starts with the right look and feel.

That's backwards.

Great brands are built on substance, not aesthetics. Your logo doesn't make people trust you — your reputation does. Your tagline doesn't create loyalty — your product and customer experience do.

Yes, a strong visual identity matters. But if you invest in design before you've built credibility, you're decorating an empty house. Make sure people trust what's inside before worrying about the window dressing.

6. Customers define your brand — not you

This is the single most important truth that branding experts ignore: You don't control your brand. Your customers do.

You can shape the narrative, tell your story and push your messaging, but in the end, your brand is what people say about you when you're not in the room.

If you're known for great service, that's your brand — whether or not you planned it that way. If customers see you as overpriced and unreliable, no amount of marketing spin will change that.

7. Trust is the only branding metric that matters

Forget awareness. Forget differentiation. Forget authenticity. If your brand doesn't inspire trust, nothing else matters.

Trust is the foundation of every great brand. It's why people buy from Amazon without hesitation. It's why Patagonia can charge a premium. It's why Apple customers keep coming back, even when competitors offer cheaper alternatives.

If customers trust you, they'll give you their attention. If they trust you, they'll pay a premium. If they trust you, they'll forgive your mistakes.

So, what actually works?

Most branding advice is garbage because it focuses on the wrong things — awareness, aesthetics, slogans — while ignoring what really drives long-term success.

Here's what actually matters:

• Credibility over visibility: Being seen means nothing if people don't believe in you.
• Customer needs over corporate storytelling: Your "why" is only useful if it serves their "why."
• Alignment over authenticity: Be real in a way that reinforces, not confuses, your brand.
• Meaningful differentiation: Be different where it matters, not just for the sake of it.
• Substance over style: A good reputation beats a good logo every time.
• Listening over dictating: Your brand is what customers say it is.
• Trust over everything: Because, in the end, nothing else matters.

Branding isn't about looking cool or clever. It's about being the company your customers already want to trust. If you focus on that, the rest takes care of itself.

Entrepreneur

Nigeria's petrol imports reached a record high of N15.42 trillion in 2024, marking a 105.3 percent increase from the N7.51 trillion recorded in 2023, according to the National Bureau of Statistics (NBS) Foreign Trade Statistics Report.

The surge in imports occurred despite growing domestic refining capacity, with Belgium accounting for over N3.69 trillion of the imported products. Quarterly data shows imports valued at N2.63 trillion in Q1, N3.22 trillion in Q2, N3.32 trillion in Q3, and N3.3 trillion in Q4.

This sharp increase came when expectations were high for reduced reliance on foreign fuel following significant investments in local refining. Despite the commencement of operations at the 650,000-barrel-per-day Dangote Petroleum Refinery, the 210,000bpd Port Harcourt Refining Company, and the Warri Refining and Petrochemical Company in December 2024, these facilities have yet to reach full production capacity to meet domestic demand.

Major oil marketers imported 6.38 billion litres of petrol and diesel in the past five months, with marketers bringing in 2.3 billion litres between September and December 2024 alone. The Executive Secretary of the Major Energies Marketers Association of Nigeria, Clement Isong, defended importation, stating it "contributes to the market's competitiveness" and helps drive down prices.

Overall, Nigeria conducted foreign trade worth N138 trillion in 2024, spending N60.5 trillion on imports while earning N77.4 trillion from exports, resulting in a trade surplus of N16.8 trillion. Crude oil dominated exports with sales of N55.28 trillion, accounting for 68.87 percent of total exports in Q4.

Agricultural goods imports increased by 53.35 percent in Q4 compared to the same period in 2023, while raw material imports rose by 118.17 percent. Europe remained Nigeria's major trading partner with goods worth N34.14 trillion, followed by Asia (N20.6 trillion) and America (N13.43 trillion).​​​​​​​​​​​​​​​​

The Nigerian Economic Summit Group (NESG) has revealed that 30% of Nigeria’s 24 million registered Micro, Small, and Medium Enterprises (MSMEs) shut down between 2023 and 2024 due to mounting economic challenges. This alarming trend was highlighted during the launch of the “2025 Private Sector Outlook: Adapting to Economic Uncertainties for Growth and Resilience” in Lagos.

Segun Omisakin, Chief Economist and Director of Research at NESG, outlined the key risks faced by businesses during this period. These include foreign exchange (FX) shortages and volatility, with the naira averaging N1,479.9 per dollar in 2024; rising public debt, which reached N142.3 trillion as of September 2024; and the exit of multinational companies, which, alongside MSME closures, resulted in an estimated N94 trillion economic loss. Omisakin also pointed to structural issues such as insecurity, inadequate infrastructure, and limited market access as significant hurdles for the private sector.

Despite some positive developments, such as improved foreign exchange availability due to policy reforms and a 3.4% GDP growth in 2024—the highest since 2021—businesses continued to struggle with rising costs, inflationary pressures, and policy uncertainty. Wonu Adetayo, NESG Board Director, noted that while reforms like fuel subsidy removal and exchange rate harmonisation boosted investment levels, stagnant productivity and macroeconomic imbalances worsened living standards and economic distress.

During a panel discussion, Dele Kelvin Oye, President of the Nigerian Association of Chambers of Commerce, Industry, Mines, and Agriculture (NACCIMA), emphasised the importance of policy stability for attracting foreign direct investment. He urged the government to act as a facilitator rather than a competitor in economic affairs and called for greater inclusion of business organisations in key negotiations to ensure broad-based economic benefits.

Other panellists echoed these sentiments, warning against government overreach into private sector affairs and advocating for stronger collaboration between the public and private sectors. They stressed the need for active involvement of business associations like the Nigerian Association of Small and Medium Enterprises (NASME), the Nigerian Association of Small-Scale Industrialists (NASSI), and the Nigeria Employers’ Consultative Association (NECA) in economic decision-making.

The NESG also highlighted the lack of immediate monetary interventions following the fuel subsidy removal, which exacerbated inflationary pressures, and criticised inconsistent Customs regulations and fluctuating exchange rates as deterrents to investment and operational stability. To address these challenges, the NESG proposed a framework of economic stabilisation, consolidation, and acceleration, emphasising the need for policies that enhance private sector competitiveness and monitor reform efficacy.