Dr. Biodun Adedipe, Chief Consultant, B. Adedipe Associates Ltd has urged brands and individuals to embark on thorough planning and be strategic about everything they do daily if they want to grow their brand equity in a competitive marketing world.
He made this remark recently while delivering his keynote address at the Advertising Practitioners Council of Nigeria (APCON) economic outlook webinar held recently. The theme of the virtual summit was; “Nigeria’s Economic Outlook: The Implication of National Budget for the marketing Communications Industry.”
In his words, “Strategy must become everybody’s everyday job. Constant strategy communication is a vital component and tool in the PMS. This is right from the setting of expectations to feedback and follow-up for improvements and dealing with skill gaps.”
Dr. Biodun also tasked brands to embark on continuous client/customer engagement, focus on the lifetime value of their customers and profile their cost structure. They are equally expected to get every member of each SBU involved in cost management to be relevant in the marketing space.
Similarly, he added that the operative words for the ‘Next to Normal’ after the Covid-19 era are
Sustainability, Disrupt, Resilience, and Reimagine.
Furthermore, he explained that “The same factors that make any marketing communication campaign successful is what you need to become and remain successful in the business.”
He added that the tips to be successful include: Persuasion, Goal-directed, Contact points, Influence (stakeholders), and Message.
Conclusively, he said for businesses to excel in the current times, “It’s a time to go beyond thinking outside the box. That’s old school! Rather, it is to think about what to do with the following boxes: Strategy, Business model, Resources, Relationships, and Organization.”