Tuesday, May 10th, 2016 email@example.com
The global economic uncertainties and market volatility has continued to impact national economies, with some already experiencing recessions and others close to it.
For Nigeria, it is not isolated in the globalized economy and for brands it is a time to rediscover purpose and also strategize on a way forward.
Understanding the challenges, Brandzone Consulting LLC hosted the “Brand Innovation Summit 2016” at the Wheatbaker Hotel, Lagos focusing on the theme “Branding in a Volatile Economy”.
In her opening remarks, Chizor Malize, Managing Partner, Brandzone LLC and Convener of the conference in her words said “the summit seeks to promote and inspire fresh thinking on the part of managers, custodians and brand visioners through insights and cutting edge strategies for delivering world class branding solutions”.
The Keynote speaker for the conference and President of the Nigerian Stock Exchange, Mr. Aigboje Aig-Imoukhuede, asserted that “effective leadership in volatile times can unlock the doors of prosperity”. He noted that during volatile times, competition becomes easier and people look for great brands to hold on to, thus creating an opportunity for companies to explore.
Looking at the future of the Nigerian business and economic environment, Aigboje Aig-Imoukhuede called for investments in digital infrastructure that will empower businesses to create real-time value for custom
Giving her presentation, notable and award-winning Nigerian Architect, Jumoke Adenowo, CEO, AD Consulting believed that global economies had shifted to what she termed the “The Experience Economy”.
Arch Adenowo urged companies to invest more in “Experiential marketing”, which was a sustainable approach in a volatile economic environment.
Mrs Bukky George, the CEO/Founder of Nigeria’s pharmaceutical chain, HealthPlus Ltd stressed the fact that “Brand matters” in the interaction and relationship with customers, noting that her company deploys customer-centric solutions and strategies to grow its market.
The Managing Director of Unilever, Mr. Yaw Nsarkoh giving his perspective made a strong case for the industry, stating that “in branding, companies must not lose their connection with the people”, which is the essence of their business.
Young Nigerian entrepreneur and Co-founder of Red Media, Mr. Chude Jideonwo, assessing the realities of the 21st century, advised brands to take communication from the perspective of human interaction and not automation
Chude was of the strong view that brands should find and share their purpose with customers and most importantly convince them that they exist not just for profit, but value.