Experts in advertising and marketing communications, promoting, and model administration have known as on companies to prioritise client belief, innovation, and significant engagement as know-how, financial pressures, and altering client expectations reshape Nigeria’s business setting.
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 deal with, three panel discussions and a fireplace chat, bringing collectively business stakeholders to discover how companies can maintain client 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 deal with, mentioned 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 customers, and social media may amplify a model’s fame or set off a disaster inside minutes.
According to him, the business should recognise that the outdated methods of working might now not be ample in a quickly evolving setting.
“If we are waiting for things to return to their former ways, we may be waiting in eternity,” he mentioned.
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 mentioned, describing the awards as a possibility to have fun manufacturers, businesses, and professionals whose work had delivered outcomes.
Ajayi additionally confused the significance of client confidence, notably in an economic system the place buying selections are more and more influenced by affordability and perceived worth.
He added that manufacturers may now not depend on promotional visibility alone to set up significant relationships with customers, who’re more and more knowledgeable, vocal, and keen to think about options.
Delivering the keynote deal with, Dr Victor Afolabi emphasised the significance of sustaining model consistency whereas adapting to adjustments in know-how, client behaviour, and the business setting.
He noticed that companies now have extra alternatives than ever to attain customers, however entry to a number of platforms doesn’t mechanically translate into efficient engagement.
Afolabi mentioned the proliferation of digital channels had additionally lowered companies’ management over their public picture, as prospects’ experiences and on-line conversations more and more form how manufacturers are perceived.
He argued that model constructing should lengthen past advertising and marketing campaigns to embody your complete organisation, together with operations, know-how, management, and company tradition.
According to him, a model’s credibility depends upon whether or not its precise merchandise, companies, and buyer experiences fulfil the guarantees communicated by means of promoting.
He defined that failed transactions, complicated communication, and unresolved complaints may undermine client confidence, no matter how enticing a model’s promotional messages is likely to be.
Afolabi urged organisations to establish and deal with the issues customers encounter relatively than assuming that new slogans or promotional campaigns would resolve underlying weaknesses.
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