Bunmi Oke, Chief Executive Officer of Lady Bird Advertising Limited and former President of the Association of Advertising Agencies of Nigeria (AAAN), has urged brands to balance creative expression with honesty, consumer protection and compliance with industry regulations, stressing that creativity must never become an excuse to mislead the public.

Speaking in an interview with MARKETING EDGE ONTV, Oke compared brands to individuals who must understand and obey the rules governing their activities. She maintained that just as motorists need valid driving licences and must follow road regulations, brands must operate within established standards while communicating their promises to consumers.

According to her, creative freedom becomes more meaningful when brands understand their audiences, offer products that match their claims and respect the regulations guiding their markets. She explained that businesses must ensure that what they promise in their advertisements corresponds with what consumers eventually receive.

“For brands, it is about doing the right thing, understanding your target audience and offering the right things,” Oke said, emphasising that truthful communication remains fundamental to building consumer confidence.

She noted that product claims must accurately reflect what manufacturers deliver, whether the claims concern quantity, ingredients or other product attributes. In her view, a brand that promises a particular weight or composition must ensure that the product meets that description.

Beyond regulatory obligations, Oke identified brand reputation and equity as important reasons businesses must maintain high standards. She observed that consumers rely on the credibility of brands when making purchasing decisions, making honesty and consistency essential to sustaining trust.

Furthermore, she acknowledged that some companies take their brand reputations seriously because they understand the commercial value of the confidence consumers place in their products. Such businesses, she suggested, recognise that maintaining credibility requires more than persuasive advertising; it demands that their products fulfil the expectations created by their marketing messages.

Oke also drew attention to the need for brands to respond to changing consumer circumstances, particularly purchasing power and price sensitivity. She explained that understanding consumer needs includes recognising demand for smaller pack sizes and other options that allow people to make purchases within their budgets.

For her, such adjustments should complement, rather than compromise, product integrity. Brands can remain creative and commercially responsive while ensuring that their claims remain accurate and their offerings meet the standards they advertise.

She therefore called for a disciplined approach to brand management, one that combines originality with transparency and a clear understanding of consumer expectations. In her assessment, businesses that respect the rules while delivering on their promises strengthen their chances of earning lasting consumer confidence.