Experts advocate end-to-end brand solutions at ADVAN Marketing Masterclass 2021
By Felicia Nwosu
In the bid to create a lasting symbolic status and impression in the minds of consumers, marketing experts have stressed the need for brands to strive consciously with intentional effort, in creating brand solutions that are compelling, distinctive and differentiating. This was the crux of the message by speakers at the ADVAN Marketing Masterclass 2021, put together by the Advertisers Association of Nigeria (ADVAN).
During his presentation, Bayo Adekanmbi, Chief Transformation Officer, MTN Nigeria, stressed on the need for an end-to-end solution that will help consumers to survive. “There is need to think beyond what you sell; it is not just about your brand, be intentional about the needs of your consumers by thinking beyond the adverts, whether television or print. Brands must look beyond their products by viewing a business from solution perspective to creating emotional connection.”
The MTN CTO argued that adding value to customers through imbedded CSR is a distinct way of providing solution. He urged brands to think of brand solution on the entire value chain of the consumer for optimal service. The marketer and researcher emphasised that brands must understand the importance of their roles in the life of low-cost retailers by studying the buying behaviour to help inventory planning.
Focusing his central message on customer insights as the heart of strategy for scale and precise targeting, Olu Akanmu, Executive Director, Retail Banking, FCMB, stated that customer insights and brands solutions are critical for business scaling. He noted that every category of communication has its meaning to the consumer.
According to the executive director, “The foundation of scaling a business or product is ‘product-market fit. There are fundamental motivation and incentives that drive customers’ action in their choices and behaviours. Marketing insights depend on the marketer’s unique concept or perspective in doing things in an unusual way”.
Speaking further, he pointed out that there is no need for the same kind of variables in selling, but having a unique diagnostic variable to what others are not seeing, which he said depends on the function of the lens. Mr. Akanmu highlighted three types of lenses to view customers’ insights from a design thinking perspective, which include ‘look closely’, ‘look from afar’ and ‘ask the customers’. These, he stated, help in viewing the context of the marketing problem. The seasoned marketer averred that the best result is to combine the three.
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