Brandzone Conference: Amaechi Okobi Charges Brands To Engage Consumers Differently

Nigerian brand owners have been encouraged to be more dynamic and engage their consumers differently using digital platforms if they intend to flourish in the 21st century market.

Speaking at the Brand Innovation Conference, taking place at the Oriental Hotel, Lagos, Head Corporate Communications Access bank Amaechi Okobi noted that consumers are fast changing and they want to be engaged in a different way. He added that any brand that will not embrace that reality will be edged out in the market place.
“Consumers are changing and if Nigeria brand owner must thrive, they have to engage the consumers on their own platform,” Okobi said.

Okobi was one of the panelists at the conference which is designed to provide a platform that brings brand experts and other stakeholders in the integrated marketing communications sector together to brainstorm and chart a way forward for the industry.

Also commenting on the need for banks to innovate in the way they engage their customers he warned that the bank brands cannot afford to be flippant. He added that it is no longer enough for banks to use security of consumers deposits or interest rates as bait to increase customer base or even adverts on CNN. He noted that banks have to speak the language of the consumers.
“They have to understand the way consumers play. They must be constantly researching and importantly, they must tie their platform to what consumers can relate with,” Amaechi said.

The theme of the conference which is fast becoming a reference point for the IMC industry is “Branding in The New Normal”. And some of the other speakers are Mr Biodun Shobanjo Chairman Troyka Holdings and conference chairman, Tonye Cole Executive Director Sahara Group, Jimi Awosika MD, Insight and many others.

Also speaking at the conference Chizor Malize, convener of the event and Managing Partner, Brandzone LLC dismissed the notion that the evolution of the marketplace holds negative consequences for brands. She charged brands to align to insights that are evolving. ”Nothing is dead it is about how best to leverage on technology. There is a shift in the way consumers think and integrate.

The event had four different panel of discussants and they all spoke intelligently on topics ranging from “keeping Global Brands Locally Relevant: Connecting Brands To Consumers”, the second panel focused deliberated on Branding and Sustainable Development in the 21st Century: The Role For Corporations.

The third plenary also had eminent professionals and they discussed “Communication in a Digital Economy: Connecting with Generation C; Achieving Growth”. And the last session addresses “From Local to Global: Managing Brands Successfully Within the New Dynamics.”