Let consumers experience your brand promise, Agu tells brand owners

The Group Marketing Director, JOTNA Nigeria, Emmanuel Agu, has urged brand owners to create memorable experiences that would keep their brands in the mind of the consumer. He made the remark during a thought provoking session focused on key insight on why marketers and brand owners should understand what drives millennial spending.

Mr. Agu pointed out that consumers were likely to forget everything about a brand except the memorable experiences that they derive from the brand. With that, he noted that consumers were likely to repeat purchase of such brand when the brand promise meets their needs at all times. He stated that creating memorable experiences with the brand shows the brand’s action in fulfilling its promise to its loyal customers.

In his words: “We need to understand that there is a strong shift in marketing and what brands need to keep the consumers is shifting from brand noun to brand verb.

“All the fantastic story telling that we hear are all brand noun but once it comes to brand verb; what is the brand doing to create that
memorable experience to its customers that the brand promise convey?”

Continuing he said: “Look at Apple and other top brands, you don’t see them advertising but when they say they are launching a new iphone into the market like XS Max, people are already waiting for it because of the brand promise.

“If you make a brand promise to consumers through storytelling and then fail to fulfill your promise by giving consumers that memorable experience they expect; it means your brand has failed woefully.

“Brands do not create experiences for customers these days; so we need to infuse real time experiences if we really want the consumer to
patronise the brand,” he stressed.


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