IMC experts list Indicators that will signal brands’ success in 2022
By Felicia Nwosu
Repositioning for the new normal, brands are beginning to move to strengthen their marketing and growth strategies in a bid to deepen their positioning as market leaders in their categories.
Leaning on this premise, some IMC experts have pointed out that today, the success of a brand is no longer measured on metrics of price alone, but on other attributes and indicators.
Bearing his mind on the signals and indicators, the Managing Director, Ocean Outdoor Ltd, Babs Fagade said the present era calls for brands to be technologically savvy, while taking advantage of the huge population size.
He said: “We just have to keep innovating, we have to engage the use of technology the more, because, we have a huge audience size in Nigeria and so I reckon that once IMC practitioners can continue to innovate and become more creative, brands will definitely excel.”
Yinka Adebayo, Executive Director, MediaReach OMD, stated that the year itself possesses some optimistic indices as indicators that signal the success of various brands in 2022.
“The indicators are there for everybody to see, we can see number of brands growing, and how consumers are beginning to respond to the brands, taking informed decisions. We can see how brands are beginning to engage with consumer, constructively and meaningfully, to justify and ensure that, they have value for their spends. It has been amazing. We need to commend the resilience of the practitioners in this market, with all these challenges that we have gone through, we have been able to hold on and compete with anyone all over the world.”
Coming from the view of Steve Babaeko, president, of Association of Advertising Agencies of Nigeria, AAAN, he noted that indicators of brands growth in 2022 will only manifest when all the whole pre-COVID status quo is restored fully.
“To be honest, the entire supply chain was disrupted by the Covid-19 and until the whole system is restored in terms of sales and market routes. When all of these start to come back together again without any further disruption, then we will begin to see that as
indices for good.”
Bidwell Okere, MD/CEO of Luzo DN & Media Limited said that brands that want to experience growth and success in 2022, must be more creative, and also navigate cheaper and more elaborate ways of meeting consumers’ needs.
“For brands to be successful, there is need for consistency, and it must be able to communicate its values to the customers and users of its platforms.”
Rufai Ladipo, Managing Director/C.E.O Agile Communications Limited, reaffirmed that the outgone year was not a very flourishing year; rather difficult and challenging for the industry. He envisaged that, brand’s success and growth walk in parallel with a flourishing economy and vice versa.
“Inflation is one of the indicators that can affect the success of brands this year, accompanied by the challenges posed by foreign exchange. The spate of insecurity and the entire environmental scenario will determine the rate at which they will grow but we are very optimistic that this year will be definitely better. When an economy is not doing very well, it affects the way we operate especially the marketing budgets for brands communication. Also, there was a covid-19, which worsened the situation both for brands and brand owners; it was more of a ripple effect.”
Samalia Mande, President, Brands Academy of Nigeria, stated that, the key indicators that will make brands unique in 2022, is for brands to keep to their brand purpose and promise.
“Whatever promises that you have for your product, be it manufacturing sector, service sector, you must be sure of the promises of your product because, one of the challenges that led to brands failure, is when a brand create a different impression but at the end of the day, what you communicate to your consumers is entirely different. When you do that, it affects the product, services, it is important that your promises are kept. This year is a year of reality, not year of deception. It is all about tuning and toning the quality of your product for the best. You must be clear in your positioning and promoting your brand.”
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