Experts advise strategic approach to trend-riding
By Oghale Mafuru
Against the backdrop of recent trademark infringement issues and the increase of trend riding by brands for top-of-the-mind awareness as part of brand positioning initiatives, experts in the Integrated Marketing Communications industry, have called for caution and strategic planning to avoid adverse impact on the brand persona.
Speaking to MARKETING EDGE, Head of Marketing, Vitafoam, Moses Mogbolu affirmed that trend-riding has been an effective way to drive brand awareness and consumer engagement. He stated that it is fundamental for brand managers to be more strategic and intentional.
“Every business worldwide still depends on the AIDA marketing model starting from awareness, to interest, desire, and action. That means by implication, awareness stands as number one no matter how good your product is. No matter how good your business is, if people are not aware of you, they can’t even think about you, talk less of patronising you. We are in the era of social and digital marketing, where trends move faster. When you are leveraging on a particular trend, another trend is on its way. It’s like a bigger issue, taking over a small issue, “he said.
According to him, jumping on the wrong trend can be catastrophic for a brand; hence brand managers must ensure that the trend aligns with the brand values and marketing objectives before leveraging them.
“As a brand manager or a marketing consultant, you need to leverage the current trend to promote your brand. Know your core value. Never jump on a trend that is not in line with your core value. The key strategy of getting onto a trend is to earn social media attention. What you need to do is to look at that particular trend and leverage on that opportunity but if you are not strategic about it, it can backfire”.
Sola Abulu, Management Consultant and Committed Strategist advised brand managers to resist the urge to jump on any trend without a critical review of its affinity with the brand values.
She said: “Stay true to your values and protect your brand. Look at the big picture. Do not sacrifice your brand on the altar of social media buzz. Have a risk appraisal process for creative development. Social media posts can be used as evidence in court. Treat every post like a press release”.
According to her, the application of a strategic approach in every communication is vital to the success of any brand.
She cautioned: “Understand your audience and the broad spectrum of your consumers. Not everyone is GenZ or Millennial. Apply stakeholders’ management principles to all your Communications. Understand the link between brand, reputation, and communication”.
The management expert urged professionals to continue to improve their skills and be more assertive in their roles to make informed decisions for effective brand management.
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