Maybe it’s the recession. Maybe it’s the result of constant badgering and a generation of women awakening and eager to take their lives into their hands. Or maybe the work is just that good. Whatever it is, something is working in the favour of Arese Ugwu because the success of her book ‘The Smart Money Woman: An African Girl’s Journey to Financial Freedom’ is largely unprecedented.
I mean, everybody is talking about it. Or is it just hype? Maybe it is but even that would be a feat in itself. If you’d asked us a year ago if a book on personal finance would capture the attention of nigerian popular consciousness, we would have said otherwise. After all, it isn’t peddling itself as a get-rich-quick guide, and in a clime where MMM is the order of the day, who would have predicted anything beyond a lukewarm response?
But all of this only serves to point to Arese as a case study in the quiet diligence required in building a strong brand. From posting regular ‘money’ articles online to taking over financial TV online and now, with her latest move, cementing her status as an essential voice in the Nigerian media space.