‘Why brands need to create strategies, innovations for development’

By Seun Johnson

For brands to witness a rapid development in an era of technological advancement where data and analytics are critical, there is an urgent need to generate forward-thinking strategies and innovative approaches.

Saidat Lawal-Mohammed, Director of Marketing and Communications, 9mobile made this disclosure while making a presentation at a recent panel discussion organized by Kantar in Lagos.

The session, which featured marketing leaders, communication experts and corporate executives from different sectors, was a veritable platform to dissect and comprehensively analyse key topics that bother on consumer behaviour, market dynamics, brand positioning, and innovation strategies.

Speaking on how brands can stay relevant in a rapid changing business environment, Lawal-Mohammed emphasised the needs for organizations to continuously adapt and innovate, noting it is the only way to stay relevant and meet consumers’ changing need to drive future brand success.

According to her, the shift in consumers’ behaviour and change in their purchasing power due to various factors such as hyper-inflation, regulatory pressures, and relentless competition has continued to explain reasons brands must generate forward-thinking strategies and innovative approach to remain successful and relevant in the market.

Using 9mobile to drive home her point, the marketing director hinted that the forward-thinking telecommunications company understands the importance of staying ahead of the curve and continuously evolving to meet the needs of its customers.

In her presentation, she said: “We are committed to innovation and customer-centricity and the idea of retention and loyalty is key to us which is another way to engage the market in the telecommunication industry. We offer our customers incentives to ensure we retain them.”

While commenting on the summit, she noted that the panel session has provided an excellent platform for sharing knowledge and exchanging ideas with others, thanking Kantar for the opportunity to provide actionable insights and thought leadership to help brands navigate the complexities of the modern marketplace.

The event themed: “Brands of tomorrow” is an exclusive and thought-provoking gathering of brand specialists and experts who used the occasion to share their views on how to turn insights into actionable strategic plans that achieve results and outcomes that accelerate growth.