Brands are currently leveraging real-life experiences to gain human voice by hitting consumers real touch-points.
Consumers are not merely buying products anymore they are seeking something they can feel, something that lingers long after the transaction is over.
Indeed, theyThey are looking for something that speaks to their identity,dreams and lifestyle and more than ever.
Today’s consumers are choosing brands that offer them a place to belong.
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According to some industry experts, the demand is no longer for louder ads or flashier campaigns it is for authentic memories and meaningful encounters.
At the same time, this shift is fast redefining brand engagement and the rules as we once knew them.
These experts noted that marketers are being faced with the hard reality.
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According to them, consumers are quick to swipe past and even quicker to forget unless something grabs them where it counts their hearts.
A reminder was the Golden Penny food festival during Christmas where people did not just eat, but experienced community through the variety of Nigerian dishes.
Also, Chivita’s brunch activation where brunch lovers engaged with the brand not on a screen but on a table filled with vibrant colors and flavors crafted from Chivita’s own products.
Meanwhile, with these special moments, brands are no longer distant entities they are hosts storytellers and companions
What once were ads are now shared moments what used to be awareness is now participation it is less about showing up in someone’s feed and more about showing up in their life.
Omotola Bamigbaiye-Elatuyi affirmed that marketing is no longer a top-down broadcast but a shared journey.
She once explained that consumers want to co-create, shape the story and leave with something more than a receipt.
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The marketing expert cum author also pointed out that consumers want to be in the narrative of every of the journey, while emphasising the need for the message to feel personal, relevant and authentic.
She noted that such is immersive, unfiltered and rooted in the real world and real emotions.
Brand Real-life experience for Kayode Oladapo CEO West Africa at Godrej Consumer Products Limited, while speaking at a recent gathering, said the landscape is more complex than ever.
He maintained that a market no longer speaks one language or follows one logic.
The consumer-centric professional said the consumer is now multi-dimensional and so must the brand be.
“Four generations we have women who are still purchasing we have millennials we have Gen Zs we now even have Gen Alphas making decisions.”
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Affirming that complexity is not the enemy but the catalyst, he also revealed that the modern brand must do more than advertise.
The brand builder stated that it must connect across values, habits, and preferences, not through manufactured messages but through human interactions.
“Today several brands are building experiences, because they have understood that it has become the most powerful form of connection.
This is the age of emotional intelligence in branding and it matters more than data, more than demographics, more than even price, today’s brands must learn to listen not just to feedback but to unspoken needs and aspirations, they must observe and adapt with the awareness of someone who is not just trying to sell but trying to understand.”
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He pointed out that, in that chaos is an open door for those willing to lead with sincerity and strategy and the brands that are winning today are not the ones shouting the loudest but the ones showing up where it matters and staying long enough to make a difference
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