“24 Hours of the Smithsonian in Lagos”- National Museum of African Art launches Global Presence in Lagos

The first NMAFA event under new director, Ngaire Blankenberg whose strategy is a 21st Century Global African Arts Museum had its first stop in Lagos, Nigeria on November 6.

Held on the 6th of November 2021, “24 Hours of the Smithsonian in Lagos” was a collaborative interactive art experience in partnership with Art X Lagos, the African International Film Festival (AFRIFF), the African Artists’ Foundation (AAF) and David Adjaye designed venue Alára to bring together the international, Nigeria and African diaspora through the worlds of film, art, photography and fashion with “Taste! 24 Hours of the Smithsonian in Lagos”

Taste! Curated by former Smithsonian Artist Research Fellow Temitayo Ogunbiyi, it is a multisensory, participative art experience which involves the use of sound, photography, and food by sound artist Emeka Ogboh, New York based photographer Iké Udé and Temitayo Ogunbiyi in collaboration with chef Renèe Chuks.

Kicking off with Taste! Mystique, on Friday, November 5, Iké Udé held a masterclass for a group of Lagos-based photographers in collaboration with the African Artists’ Foundation. A select group of young artists were tutored by Udé in his signature style, mystique at the intersection of harmony and the unexpected. The participants then took portraits of Nollywood actor, producer, and creative entrepreneur Enyinna Nwigwe next to evocative “props.”

The NMAFA board reception followed on November 6, hosted by Ghenga Oyebode at Nok. He expressed his excitement that this was the first Smithsonian experience in Africa, with Lagos as the first stop.“This is the very first Smithsonian event on the continent, proud for Lagos to lead and excited about what lies ahead.”

In the same vein, Director Ngaire Blankenberg spoke about their plans for new collaborations across Africa to create and build new immersive art experiences.

The “24 Hours of the Smithsonian in Lagos” main event was held on Sunday November 7 featuring the Taste! Transformation, Taste! Mystique, Taste! Sound and Taste! Memory experiences. Visitors, influencers, Nollywood stars and artists including Noble Igwe, Enyinna Nwigwe, Saga Adeolu, Emmanuel Oyeleke, Ugonna Ibe, and others were able to visit and, participate in Taste! held simultaneously at the David Adjaye designed venue Alara.

Emeka Ogboh’s ‘Sounds of Lagos’ playlist ushered in visitors with a mix of upbeat, soulful and melodic sounds inspired by the streets of Lagos.

This was followed by the Taste! Mystique portrait exhibition by Iké Udé featuring dynamic portraits of muse Enyinna Nwigwe by young Nigerian photographers from the previously held masterclass.

The Taste! Memory experience featured locally grown botanical bites prepared by Chef Renee Chuks and Temitayo Ogunbiyi reminiscent of their childhoods in Lagos.

The Taste! Transformation panel discussion featuring Azu Nwagbogu, Director Lagos Photo Festival, and AAF; ArtX founder, Tokini Peterside; AFRIFF creative director, Chioma Onyenwe; and director Ngaire Blakenberg.

The Art experience wrapped up with The African International Film Festival Opening Cocktail Party. At the cocktail event, new, and established talents of the Nigerian cinema such as Sharon Ooja, Enyinna Nwigwe, Kate Henshaw, Denrele Edun, Nse Ikpe-Etim, Ini Dima-Okojie, Diane Russet, Ojy Okpe, Colette Otusheso and others  took part in the Tableau Vivant created by conceptual artist, Iké Udé featuring regal models in ensembles by the Nigerian Grand Dame of costumes, and Chief Nike Okundaye-Davies as an addendum to his Nollywood Portraits.

“Iké Udé: Nollywood Portraits” will open at the National Museum of African Art in Washington, D.C. February 5, 2022.

National Museum of African Art To Present “24Hours of the Smithsonian in Lagos”

The Smithsonian’s National Museum of African Art is partnering with Art X, the African International Film Festival (AFRIFF), the African Artists’ Foundation and Alára to bring together the U.S., Nigeria and African diaspora through the worlds of film, art, photography and fashion. “24 Hours of the Smithsonian in Lagos” will feature “Taste!” a multisensory, participative art experience at Alára Sunday, Nov. 7, from 12h00-18h00 WAT (7 a.m. to 1 p.m. EST). “24 Hours of the Smithsonian in Lagos” comes during an ongoing explosion of creativity in Lagos and Nigeria and helps mark the end of Art X and the beginning of AFRIFF.

Curated by former Smithsonian Artist Research Fellow Temitayo Ogunbiyi, “Taste!” will include experiences by sound artist Emeka Ogboh, photographer Iké Udé and Ogunbiyi in collaboration with chef Renèe Chuks. Using sound, portraiture and food, the three artists question assumptions concerning culture, geography and identity. The experience will culminate in a living installation in which many of the celebrities featured in the upcoming exhibition “Iké Udé: Nollywood Portraits” and others become works of art by posing for photographs alongside Udé’s exuberant sets at the opening night of the African International Film Festival. 

“24 Hours of the Smithsonian in Lagos” is the launch of the National Museum of African Art’s global presence under newly appointed director Ngaire Blankenberg.  

“Iké Udé: Nollywood Portraits” will open at the  National Museum of African Art in Washington, D.C., Feb. 5, 2022. 

About the Artists

Iké Udé  

Udé is a Nigerian American conceptual artist who has been creating work since the 1990s that complicates notions of identity and perception. He uses photography to draw attention to how individuals portrayed in highly posed “performances” can reveal more truth than contrived poses that aim to be natural. Udé’s work is in the permanent collections of Solomon R. Guggenheim Museum, the National Museum of African Art, Sheldon Museum, RISD Museum, New Britain Museum of American Art, Minneapolis Institute of Arts and many private collections. His forthcoming solo exhibition “Iké Udé: Nollywood Portraits” will open at the National Museum of African Art Feb. 5, 2022.

Emeka Ogboh 

Emeka Ogboh uses sound and gastronomy to create installations that have included music, soundscapes, limited editions of artisanal beer, sculpture and collaborations with chefs. He increasingly uses these works to examine how visual art can catalyze conversations about the environment. Having exhibited at documenta 14 (2017), the Venice Biennale (2015) and the Dakar Biennale (2014), he is an internationally acclaimed artist with works in major collections worldwide, including the National Museum of African Art. In September 2020, Ogboh presented a medley of his installations capturing Lagos at the Élysée Palace in Paris to mark the close of Afrique 2020. 

Renèe Chuks  

Chuks is a culinary innovator and entrepreneur specializing in combining local and diasporic ingredients to support more sustainable and empowering food chains. She is the cofounder and CEO of Aldente Africa, an artisanal food and beverage company, an executive academic director and lead chef instructor at the Umami Center for Culinary Arts. Chuks trained as a classical French chef, graduating from Le Cordon Bleu College of Culinary Arts in Austin, Texas.  

Temitayo Ogunbiyi 

Ogunbiyi creates works on paper, paintings, sculptures and ambitious installations. In addition to exploring plants as they live around her, she also aims to record the socioeconomic conditions that exist within and how they are transformed in a wide range of culinary traditions. Ogunbiyi has received a 2020–2021 Digital Earth Fellowship, a 2018 Smithsonian Artist Research Fellowship and a 2014 Ford Foundation Fellowship. Her artwork has been exhibited at the Madre Museum in Naples, Italy, the 2019 Lagos Biennial, the Pulitzer Arts Foundation and the Centre for Contemporary Art Lagos, among other venues. She is also a director of Yinka Shonibare CBE’s Guest Artist Space Foundation.

About the National Museum of African Art 

The Smithsonian’s National Museum of African Art is the only museum in the world dedicated solely to the collection, conservation, study and exhibition of Africa’s arts across time and media. The museum’s collection of over 12,000 artworks spans more than 1,000 years of African history and includes a variety of media from across the continent. For more information, call (202) 633-4600 or visit the museum’s website. For general Smithsonian information, the public can call (202) 633-1000. Follow the museum on Twitter, YouTube, Instagram and Facebook.

WildFlower PR and Company Bags Award for Most Reliable Quality Strategic Communications Company of the Year 2021

WildFlower PR and Company has won the award for the most reliable quality strategic communications company of the year at the National Award for Excellence and Achievement 2021 organized by the National Quality Conference.

The event, which was held on Monday, 11th October, 2021, at the Sheraton Hotel and Towers, Ikeja, Lagos had in attendance several brands and top industry leaders. The NQC used the event   as an avenue to celebrate companies for their resilience in constantly innovating and delivering outstanding products and services to their highly esteemed customers in spite of the harsh global economic realities, the international shut down occasioned by Covid-19, and national security.

Wildflower-pr-and-company-bags-award-for-most-reliable-quality-strategic-communications-company-of-the-year-2021

The award for the most reliable quality strategic communications company of the year was presented to WildFlower PR and Company by the Chairman of the occasion, Mr. Femi George in recognition of its effort in providing quality and innovative services to its highly esteemed customers.

 “At WildFlower PR and Company, innovation, quality and attention to detail are our watchwords. We believe there is always a fresh angle to every strategy. Our keyword is quality and we have our eyes focused every step of the process and will never relent in providing quality services to our customers.” Founder and Principal Consultant WildFlower PR, Oma Areh said represented by, Mr. Chibuzor Ugwuanyi.

Guest Speaker at the event, Mr. Patrick Okechukwu highlighted continuous improvement of skills, quality appraisal, and ability to strategize and improve quality of service in the Covid-19 era as the basis for celebrating companies at the event.

He stressed on the importance of quality management in an organization; “An organization is as strong as its strongest unit, and as weak as its weakest unit,” … Therefore, For every organization to achieve quality the whole organization must see it as a way of life. The whole organization must be integrated,” he said.

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About WildFlower PR and Company

WildFlower PR and Company is an award-winning public relations, communications and media firm, with expertise in customized strategic campaigns in the areas of personal publicity, development communication, entertainment PR, new media PR, specialized corporate communications and reputation management.

WildFlower PR is a fully integrated agency that prides itself in a blend of innovative solutions and proven result-oriented methods when addressing clients’ goals.

The agency represents leading entities in Telecommunications, Energy, Aviation, Government, Technology, Entertainment and Non-profit. Their client base ranges from global corporations and government agencies, growing businesses to some of the biggest entertainment personalities on the African continent today.

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7 Reasons to Use the Social Media as a Public Relations Tool For Your Brand

Before now, the traditional media via TV, newspapers, magazines and radio, played the role of public relations tools for brands. They were regarded the real deal till the appearance of the social media to the Nigerian business scene.

Now we are all hooked and it seems the craze for this communication medium will never cease.

Even though they are part of the new craze in town, majority of Nigerian brands still do not understand why (and how) the social media could be used as a PR tool for their brands.

We’ll show you why in this article.

#1. Everybody is on social

That sounds fallacious right? We agree too, but I am sure you’ll change your mind when you read the next lines.

According to United States Census Bureau, the human population in the world is over 7 billion.

Now let’s count.

Facebook has over 2 billion active users worldwide. Twitter has over 310 million users. Pinterest has over 360 million active users. Whatsapp has over 1 billion daily users.

Over 2 billion are active on Youtube. Over 5 million on Google plus and more.

Now you see why we said everybody is on social?

Everybody being on the social media means both your customers and prospective customers are there.

Time to shoot your shot somebody?

 

#2. No bottlenecks

Before the coming of the social media, you’ll need to go through middle men and bottlenecks which makes it hard to get your message to the right audience quickly.

Social media makes it easy to deliver your message to your target audience without having to go through any individual.

No bottlenecks.

 

 

#3. Gather real time data

Compared to the traditional public relations media, using the social media for PR grants you access to the real time data and behavior of your audience. You get to know what is working and what isn’t. You also get a chance to tweek your PR efforts and re-launch them for greater profitability.

 

#4. Targeting the right Audience

Doing PR on traditional media is like, a soldier at war shooting sporadically into the air without any major target. He will waste his bullets and also kill the innocent.

Even though doing your brand’s PR on traditional media sounds “sexy”, the attendant target audience mis-firings and the financial waste cannot be overlooked.

The traditional media is good, but for this reason, social media serves you better.

 

#5. Affordability

Doing adverts on traditional media requires that a brand sets aside a handsome amount of money unlike running same adverts on the social media.

Running ads on social media can cost as less as NGN300 depending on what you plan to achieve for your brand.

 

#6. Speed of light customer communication

Social media helps you interact with your target audience in the speed of light.

You get immediate feedback from your customers about your brand, and a seamless customer to brand communications.

 

#7. Fast reach

Whatever content is on the social media takes miliseconds to get to the target audience anywhere around the world.

This is not same with the traditional media which can get limited by location.

We believe you now know why you should take the social media seriously for your brand’s PR efforts.

Need help with running your social media and digital assets efficiently? You can talk to us.

5 TIPS TO THRIVE IN YOUR CAREER AS A PR PRACTITIONER

Very few people can explain what people in public relations really do. A lot of people might think that Public relations is just a cute name for people who organize fancy campaigns for brands. These “PR experts” most times have no idea what Public Relations actually is about.

To succeed in the PR space, you have to be willing to ‘put your all’ into it. You must have a ‘proper understanding of the brand(s) you are managing’ and should always ‘think’ before you talk.

Public Relations is a “strategic communication process” that builds ‘mutually beneficial relationships between organizations and their publics’

To survive in PR, please note that “PR is a Persuasion Business”. It involves convincing an audience; inside your building or town and outside your usual sphere of influence, to promote your idea, purchase your product, support your position, or recognize your accomplishments.

Most people start out and eventually get sunk in the industry. But we have 5 unique tips to keep you thriving in the PR business;

  • RESEARCH: This is the most important part of PR. You must perform a brand survey and audience survey to gauge the awareness and perceptions of your client and public attitudes towards it. It’s extremely important to conduct a research before launching a PR program. This will determine the strategies and tactics that will be used to run the PR campaign.

 

  • UNDERSTAND THE AUDIENCE IS IN CHARGE OF CURRENT LANDSCAPE: Whatever campaign you want to push, understand that the target audience decides if the message is worth it or not. Understand who you are talking to, to enable the message to be sent out via the right medium.

If you understand this, you will always achieve PR Goals, therefore making clients happy.

  • THE FOUNDATION OF PR IS MULTITASKING: The beauty and challenge of public relations is found in its broad nature of expectancies. One minute you may be designing a runway show, the next you might be media pitching to local news stations. You should Have the determination and tenacity to complete any task promptly, effectively and with a smile.

PS: Learn the skill of doing more than one thing at the same time and doing it efficiently, this will keep you in the PR business for a very long time.

  • THINK OUTSIDE THE BOX: The only difference between you and the other PR guy is the idea you come up with for your clients. Do not limit your thoughts, always think out of the norm and think of breaking bounds. Try not to channel your thought towards some idea that has already been executed. Be unique and creative!

 

  • THINK ON YOUR FEET: Multitasking is a huge part of PR. You should always think on your feet. Think out of the box, save the word with your thoughts, BUT do it as fast as you can. Think on your feet. Come up with the smartest ideas without delays. Because Time is very important in PR and cannot be wasted.

 

To survive and thrive in public relations, it takes Effort, Persistence and a Huge Drive.

ASCEND’S OLU JACOBS, JOKE SILVA, OC UKEJE AND LALA AKINDOJU STAR IN ROMANTIC COMEDY ‘THE ROYAL HIBISCUS HOTEL’

The iconic Olu Jacobs and Joke Silva, our favourite leading man, OC Ukeje and the versatile Lala Akindoju co-star in soon to be released Romcom “The Royal Hibiscus Hotel”

Art imitates life as Olu Jacobs and Joke Silva play a couple; Richard and Augustina who enjoy a passionate love story  after 40 years of marriage.

OC Ukeje takes on the role of the dapper Felix who’s  in love with ‘Ope’ (Zainab Balogun) who is unable to reciprocate his love. Lala Akindoju is hilarious as Chika, a carefree receptionist whose career goals appear to be getting Deji (Kenneth Okojie) Ope’s boyfriend to fall in love with her.

The Royal Hibiscus hotel is the story of Segun and Rose Adeniyi, who run a hotel in a little town in Lagos, Nigeria. Their daughter, Ope, is living in London, working a dead-end job while trying to open her own restaurant. When Ope decides to return to Nigeria, she meets Deji, a charming young businessman with a secret that threatens her plans to restore the hotel’s fortunes.

The Royal Hibiscus Hotel is a production of Ebonylife Film. It was screened at the Toronto International Film Festival(TIFF)and will be in cinemas from February 9 2018.

The Year in Review…

The year 2017 has been fun, interesting and challenging. At WildFlower PR, we pushed ourselves even harder and achieved greater results.

Here’s a brief review of what we, as well as our clients were up to in 2017.

GLOBACOM LIMITED

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On Thursday January 5, 2017, the GLO CAF Awards was held at the International conference center in Abuja.The event was hosted by Richard Mofe-Damijo and Mimi Fawaz.

This year, Glo organized the biggest music/comedy tour in Nigeria. The tour commenced on April 15th, 2017 and ended on October 15th, 2017. It covered over 27 cities and was hosted by Mercy Johnson-Okojie, Juliet Ibrahim, Uche Jombo and Ebube nwagbo.

The grandmasters of data had numerous user friendly plans this year; the #GloEverydayBonanza, #GloUnfairAdvantage #GloFreeDataDay and #GloJumboSim.
They also did a lot of customer appreciations through their #GloEverydayBonanza!

PROFESSOR JOHNBULL

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The popular TV comedy series, Professor Johnbull, sponsored by Globacom is on its 5th season. The season started with two actors making their debut on the show; Angela Okorie and Osita Iheme, popularly known as Pawpaw. While Pawpaw comes in for Churchill (Jnr. Pope Odonwodo), the scholar’s son, who has traveled to the United States of America for further studies, Okorie replaces Mercy Johnson-Okojie, who played the role of Caroline, the professor’s housemaid.

The show runs on   NTA Network (NTA International on DSTV Channel 251 and NTA on StarTimes) by 8.30pm on Tuesdays.
You can binge watch the show on Glo Cafe App or stream on YouTube.

Click on to stream https://www.youtube.com/watch?v=AqqmfqCNJ6c

POTATO POTAHTO

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After several international screenings which won the movie several awards, it was released in Nigerian and South African cinemas on 24th November, 2017 and Ghanaian cinemas on 30th November. One month after and the movie is still being shown in cinemas. It’s safe to say it Potato Potahto is a people favorite.

MERCY JOHNSON-OKOJIE

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Mama Purtiy, the Nollywood star was appointed a Senior Special Assistant(SSA) to the Kwara State Governor on entertainment, arts and culture in March this year.

She organized a talent hunt to give back to the youth of her state and also began shooting of the Kogi indigenous movie ‘INIKPI’.

LINDA OSIFO

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Nollywood Starlet was always in the news for good cause ofcourse! She was a guest on several TV shows, granted print interviews and even had her own cover!

She starred in EbonyLife’s Fifty the series, Jemeji and was very busy on the set of several movies which will be unveiled soon.

Linda has been a co-host of the Give’N’Take National Jackpot Gameshow with Segun Arinze.

 

BOOMSKY SMOOTHIES

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Don’t forget to add Boomsky Smoothies to your festivities this holiday season. It’s our favorite thing to drink and you will love it too.
Boomsky Smoothies was at the international Drinks Festival which held from 1st to 3rd December. it also catered to many events this year and was the smoothie Adesua Etomi(Wellington) chose for her hen party.

You can buy from any of The Place outlets, Shoprite stores, BukaHut, 9 to7 Supermarket. You can also call this number to place an order: 08055555693

TOP FIVE FORECASTS FOR INFLUENCER MARKETING IN 2018

 

In just a few years, influencer marketing has gone from a secondary expense in many brands’ online marketing budgets to its very own digital advertising category.

As we look forward to 2018, the influencer marketing space is expected to broaden its scope, extend its reach, and strengthen its impact. While the growing landscape brings with it many exciting opportunities, new challenges will also arise.

Our  top five forecasts for Influencer Marketing in 2018:

  1. Influencer marketing will continues its meteoric rise.

There is no shortage of success stories in influencer marketing, yet some businesses are only now realizing what they’ve been missing out on.

While there was a 90-fold increase in Google searches for the term “influencer marketing” from 2013 to 2016, interest around the topic has doubled in the first nine months of 2017. During the same time, searches for “Instagram influencer” have more than tripled.

The reasons for the growing interest are many, but a key principle underlies all: Influencer marketing is working for all types of brands.

Consistent with year-over-year estimates, businesses are expected to allocate more money toward influencer marketing in 2018.

As the influencer marketplace gets more saturated, however, brands without a clearly defined strategy will find it difficult to break through. Looking at ways to maximize the impact of campaigns, as well as differentiating themselves from their competition, will become key for brands.

2.There will be a surge in  influencer demand and value.

As demand for influencers increases, so does the value of their services.  In Nigeria, there was a surge in influencer marketing with the rise of many influencers on social media. Most of them have doubled the amount they used to charge in 2016, and have become even more selective about the brands they work with. Mathison admits that as his value and costs have increased, so have his rates.

Many online personalities are starting to recognize their value as creators, and businesses would be wise to budget for their services.

  1. Measuring KPIS and ROIs will become even more vital.

While many companies understand the positive impact influencer marketing can have on their brand, some businesses are still nervous about what they perceive as nebulous or anecdotal results.

Fortunately, there are many strategies and techniques that can be implemented to help businesses track key performance indicators (KPIs) and return on investment (ROI).

Tracking KPI and ROI is achieved through an understanding of relevant metric tools for a particular campaign, best practices for integration, and a detailed evaluation of the results.

Whether your methods include tracking pixels, offering coupon codes, or directing users toward custom hashtags, working with marketers who know how to deliver comprehensive analytics can offer insights beyond just measuring campaign reach, providing models for audience behavior.

  1. Video marketing will become essential for reaching online audiences.

In 2018, video will become even more vital to digital outreach as the numbers continue to prove its superiority over other advertising mediums.

According to a study cited in Business Insider, video can be twice as effective in driving sales as text-based ads. Moreover, the report indicated that those influenced by video tend to be active shoppers.

Social media platforms are well aware of the statistics, evidenced by their continued investment in new video services. Last year, Instagram launched “Stories” to compete with the popular, correlative feature available on Snapchat. Facebook, the world’s largest social network, recently announced “Watch,” which will premiere with video channels for celebrities and premium content producers, but eventually be “a platform for all creators and publishers to find an audience, build a community of passionate fans, and earn money for their work.”

While businesses are expected to up their video ad investments, an ever-crowding marketplace means visibility and engagement are not always proportional to dollars spent. Instead, those who know their audience and can find ways to engage with them directly, will see the greatest ROI.

  1. Instagram will surpass 1 billion users.

At its current rate of growth, Instagram is set to exceed 1 billion users in 2018.

Influencer marketing on Instagram is currently a $1 billion industry, and it could reach $2 billion by 2019. The mammoth platform offers incredible opportunities for partnerships between influencers and businesses; however, with an estimated 2.7 million sponsored posts, the problem of cutting through the clutter has become a stark reality.

To stand out in the coming year, influencers and brands will have to forge relationships, design campaigns, and create distribution plans that are superior to that of their direct and indirect competitors.

 

 

5 UNIQUE PR TACTICS THAT ARE SURE TO PIQUE THE ATTENTION OF YOUR AUDIENCE

Every PR Tactic is tailored to appeal to an audience; this can be a very daunting task because capturing their hearts can sometimes be very difficult. Therefore, in order to appeal to their minds, your brand needs to get a little resourceful by implementing some non-traditional PR tactics.

Ultimately, you want people to buy the relationship and promise rather than just the service or product; your strategies/tactics should tell your stories while also building your repute and reliability.

Here are some public relations tactics you can use to get a competitive edge.

Examine your competition 
Study your competitors, what they are offering and what type of media coverage they are achieving. You can make sure that you aren’t talking about the same topics, can see where they are being published so you can emulate, and learn from their mistakes. You should keep an eye on what your competition is up to, but you should never get fixated on it.

Write expert articles
Writing articles is an excellent way to establish yourself as an expert in your field and give you an edge against your competition. Your articles must be relevant, engaging and valuable for your target audience. You can then pitch your articles to the publications you would like to be featured in.

Provide commentary to the media 
Since journalists are always on the watch for new story angles, expert opinions and advice, providing commentary to the media is a brilliant way to demonstrate your own expertise and knowledge in your topic area. This could be as simple as offering a response to an article or pitching yourself to a publication for an interview. Reading the news everyday is essential for knowing the right time to provide commentary to the media.

Make the most of speaking opportunities 
Speaking at conferences or events is an excellent way to position yourself as an expert with your target audience, build your profile and credibility, and generate brand awareness is to speak at conferences or events. Don’t just be present at industry events, make your presence felt.

Use case studies to your advantage 
Case studies describe previous clients your business has worked with. They give potential customers or clients an insight into how your business operates, and how they can benefit from what your business has to offer.

Remember: The power of public relations ultimately lies in its ability to set a business apart.