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 know-how, financial pressures, and altering shopper expectations reshape Nigeria’s business atmosphere.
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 trade stakeholders to discover how companies can maintain shopper loyalty, stay aggressive and harness rising applied sciences with out shedding 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 trade 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 repute or set off a disaster inside minutes.
According to him, the trade should recognise that the outdated methods of working could not be adequate in a quickly evolving atmosphere.
“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 trade 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 rejoice manufacturers, companies, and professionals whose work had delivered outcomes.
Ajayi additionally confused the significance of shopper confidence, significantly in an financial system the place buying selections are more and more influenced by affordability and perceived worth.
He added that manufacturers might not depend on promotional visibility alone to set up significant relationships with shoppers, who’re more and more knowledgeable, vocal, and prepared to take into account options.
Delivering the keynote handle, Dr Victor Afolabi emphasised the significance of sustaining model consistency whereas adapting to modifications in know-how, shopper behaviour, and the business atmosphere.
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 decreased 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, know-how, management, and company tradition.
According to him, a model’s credibility depends upon whether or not its precise merchandise, providers, and buyer experiences fulfil the guarantees communicated by way 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 fairly than assuming that new slogans or promotional campaigns would resolve underlying weaknesses.
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