Marketers, CEOs set to retool on brand management in a volatile economy
Tuesday next week, marketers, CEOs and other stakeholders in branding issues will convene on Lagos to retool on brand management in a volatile economy.
The forum organized by Brandzone Consulting LLC in conjunction with its knowledge development arm, Brand platform Lecture Series will witness Aigboje Aig-Imoukhuede, President, Nigerian Stock Exchange give the keynote address while other notable speakers that include Yaw Nzarkoh, Managing Director, Unilever Nigeria; Olajumoke Adenowo, Lead Consultant, AD Consult; Bukky George, CEO, HealthPlus and Chude Jideonwo, Managing Partner, Red Media Africa/Co-Founder, amongst other high profile industry experts will speak at the forum scheduled at Wheatbaker Hotel Lagos.
It is a gathering designed to enable practitioners and Brand visionaries/owners to share insights on branding and growth strategies inclusive of opportunities inherent in the market place locally and globally, said the organisers
The participants profile for the brand innovation summit is a mix of top level executives, CEOs, senior branding, marketing and communications professionals from diverse sectors including Financial Services such as Banks, Pension and Insurance, Oil and Gas sub sectors, Manufacturing, Real estate, Telecommunications and Consumer Retail Services. They will gather to share experiences and knowledge with deep insights about leveraging branding for increased growth in a period of market volatility such as now.
According to Chizor Malize, the CEO of Brandzone, “As the nation grapples with the impact of dwindling oil fortunes, devalued currency and weakened economy, there is no better time to become more creative with brands and branding for quality, competitiveness and growth”.
In her opinion, “the marginal propensity to consume and the disposable income of consumer in a wobbling economy is shrinking due to the prevalent uncertainties. Consumers become more discerning and selective in their consumption habits owing to the lull in the economy. This also have impact in sales and revenue and therefore further weaken corporations overall performance. It therefore, behooves the practitioners in the industry as well as business and brand visioners to innovatively and strategically connect their brands with the consumer minds to remain relevant and ensure continuity in patronage, growth and profitability”.
Continuing, she opines that “today’s economic realities have significantly changed the behavioural and consumption paradigm of consumers. Therefore, there is the ‘battle’ to maintain a share of the consumers mind and wallet through cutting edge branding solutions. There is, therefore, the need for strategic and conscientious approaches towards attracting, engaging and retaining consumers of goods and services of companies and organisations in meeting the expectations of their consumers. So, essentially, one of the crucial take-aways for participants at the summit is that they will be availed the technical/ professional know-hows to continue to drive their brands through growth and profitability- even in the midst of economic volatility”.
According to her, “the dynamics for Branding and marketing is totally different today as brands battle for consumers’ minds and wallets. The mechanism for customer engagement has also changed with the emergent of more innovative communication platforms predominantly driven by technology.
The Summit will provide participants insights into the 21st Century consumer engagement strategies that would help practitioners and brand owners shape and create robust and winning customer engagement platforms for brands while developing positive relationships and associations that elicits excitement and action by consumers, she added”.