Brand Koffi ruined in a flash



Koffi Olomide
I came across this statement that whatever you spent years building can be destroyed overnight, and the statement makes a lot of sense to what we have seen concerning brand Koffi Olomide.
Koffi is a successful Congolese musician. For decades he has been in the industry producing music of Lingala genre that is loved by many across the world. Though I don't speak or understand French and Lingala languages, I can hum along some of his songs. I remember the song "Loi" was a big hit back in the days while growing up in the 90s.


After having a very successful music career or any discipline for that matter, there is always a temptation to allow success enter into your head. Simply put, have pride. The danger of being a celebrated individual is that everyone expects you to uphold certain standards. All eyes and cameras are on you, following you wherever you go.  

An incident was captured at the JKIA, Nairobi Kenya of Koffi kicking a lady identified as one of her dancers. What Koffi I presumed didn't know at the moment is the cost of that action. From the clip it was clearly written in his body language as one agitated and angry. 

Few lessons I draw from the incidence is first think before you act for you will painfully regret if you don’t. Secondly, self-control is a virtue which irrespective of your social standing one can lack. Your ability to be emotionally stable when faced with a stress issue will have personal benefit and reward. We all at certain occasions become angry but how we react will matter on how emotional stable we are. Thirdly, the truth will set you free and admission of wrong won't make you less of a man. Fourthly, Kenyans on Twitter or commonly referred as KOT are alive and powerful. The power of KOT can never be underestimated. When the clip went viral online several hashtags were created to denounce Koffi's action. The country’s leadership and police picked it up and action was taken immediately.

Press Release from Zambia

It's sad that the event he was scheduled to perform at Bomas of Kenya had to be cancelled and other events like the Zambia 90th Show 2016 going by a release shared online. I'm not an authority in branding field but my two cents view is that the Koffi brand has been damaged and he has to start building it up again. Imagine the huge losses the promoter has to go through. The hotel and venue cancellation, Air tickets, the collection from the event and among other costs. To imagine the cumulative direct and indirect costs he will lose at the end shall be a classic example of fall from grace to grass. Many corporates and institutions will shy away from being identified with him. The sad reality is that he shall lose quite a substantial amount of revenue from his brand.

Koffi’s incidence reminds me on the need to carefully guard my emotions and have self-control. As a brand, I have expectations I ought to meet and set a standard that defines who I am. From my opening statement I finish by saying “whatever you spent years building can be destroyed overnight, but you have to build ANYWAY.”

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