Experts in advertising and marketing communications, promoting, and model administration have referred to as on companies to prioritise shopper belief, innovation, and significant engagement as expertise, financial pressures, and altering shopper expectations reshape Nigeria’s business surroundings.
The name was made at Brandcomfest 2026, a thought-leadership convention that precedes the annual Brandcom Awards.
Themed “Brand Building, Consumer Connection and Disruptive Realities,” the occasion featured a keynote handle, three panel discussions and a fireplace chat, bringing collectively business stakeholders to discover how companies can maintain shopper loyalty, stay aggressive and harness rising applied sciences with out dropping the human connection that underpins profitable manufacturers.
The convener of Brancomfest/Awards, Joshua Ajayi, in his welcome handle, stated the platform was established to join the business with rising concepts and put together practitioners for the realities shaping the way forward for advertising and marketing communications.
He famous that synthetic intelligence was already reworking content material creation, whereas algorithms more and more decided which messages reached shoppers, and social media might amplify a model’s status or set off a disaster inside minutes.
According to him, the business should recognise that the previous methods of working might now not be adequate in a quickly evolving surroundings.
“If we are waiting for things to return to their former ways, we may be waiting in eternity,” he stated.
He defined that the day’s occasion was designed to mix conversations about business challenges with recognition of practitioners and organisations translating concepts into measurable outcomes.
“After all, ideas deserve to meet their evidence,” he stated, describing the awards as a possibility to have a good time manufacturers, businesses, and professionals whose work had delivered outcomes.
Ajayi additionally confused the significance of shopper confidence, significantly in an financial system the place buying choices are more and more influenced by affordability and perceived worth.
He added that manufacturers might now not depend on promotional visibility alone to set up significant relationships with shoppers, who’re more and more knowledgeable, vocal, and keen to contemplate alternate options.
Delivering the keynote handle, Dr Victor Afolabi emphasised the significance of sustaining model consistency whereas adapting to modifications in expertise, shopper behaviour, and the business surroundings.
He noticed that companies now have extra alternatives than ever to attain shoppers, however entry to a number of platforms doesn’t routinely translate into efficient engagement.
Afolabi stated the proliferation of digital channels had additionally diminished companies’ management over their public picture, as clients’ experiences and on-line conversations more and more form how manufacturers are perceived.
He argued that model constructing should prolong past advertising and marketing campaigns to embody the whole organisation, together with operations, expertise, management, and company tradition.
According to him, a model’s credibility will depend on whether or not its precise merchandise, providers, and buyer experiences fulfil the guarantees communicated by means of promoting.
He defined that failed transactions, complicated communication, and unresolved complaints might undermine shopper confidence, no matter how enticing a model’s promotional messages could be.
Afolabi urged organisations to establish and handle the issues shoppers encounter relatively than assuming that new slogans or promotional campaigns would resolve underlying weaknesses.
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