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CAN SOMEONE TELL MTN TO STAY AWAY FROM AMBIGUITY?

By now, every Nigerian is expected to have known or heard about MTN because it’s assumed to be everywhere you go in Nigeria. Based on its credibility as the leading or one of the leading telecommunications company in Africa, it is amazing how this big brand could fail to pay attention to a message which is meant to be passed across to all its subscribers on the network. Take a look at the image below:

What did you see? Were you able to decode the contents of the message at your first glance? If you did, it is either you are not sure of what you decoded or you are the one who typed the message. Now let’s examine the contents of the message. …spend your daily target on MTN2MTN or MTN2Others Calls & get 500% bonus …

The questions that may arise from the ambiguous texts above are:

  • ·         Is MTN2Others the calls you make from your MTN line to other people on your mobile phone contact?
  • ·         Is MTN2Others the calls you make from your MTN line to other people who are not on your family and friends’ list?
  • ·         Is MTN2Others the calls you make from your MTN line to other people from another network?
  • ·         Is MTN2Others the calls you make from your MTN line to other contacts outside the country?


The list goes on…your interpretation of the word others in the text depends on what you understand to be the meaning of others. We need to understand that the purpose of every message conveyed by any brand is to ensure clarity in all forms.
I hereby suggest that MTN should change its ambiguous concept of MTN2Others to something more explicit and easy to understand. I know there are many creative short words that can be used to convey the intended message clearly, instead of the ambiguous and confusing MTN2Others idea.  
I see MTN as a brand that is big enough to conform to standard, Nigerians want standard, nothing but the best.


A business with no sign is a sign of no business. Your brand is your corporate signature in the global market place. Contact me directly via thebrandinspector@gmail.com for inquiries, brand display, brand inspection or certification.

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