Brandcomfest 2022: Industry Experts Deliver Timely Nuggets On Sustainability And Brand Building In The Face Of Disruption

L-R: Commercial Director at Bogo Beverages and Founder BMA Nigeria, Abiodun Ajiborode, and the convener of Brandcomfest and publishers of Brand Communicator, Joshua Ajayi at the Brandcomfest 2022 held at D’Podium Int’l Centre, Ikeja, Lagos last Thursday.

It was a colorful show of intellectual masterpiece at the 4th edition of the annual Brandcomfest conference tagged Sustainability and Brand Building in the face of Disruption as the duo of Digital Marketing aficionado, Nicholas Kuhne and Marketing Scholar, Abiodun Ajiborode provided ground-breaking perspectives to the thematic pre-occupation of the day.     

Delivering his keynote address, the CEO of Wunderbrand, Nicholas Kuhne affirmed that globally, customers are moving to brands that embrace sustainability. “In 2020 Cap Gemini finds that sustainability has risen up the customer’s agenda: 79% of consumers are changing their purchase preferences based on social responsibility, inclusiveness, or environmental impact. Also, in order to ensure a clear roadmap for the 21st Century companies, they need to drive the process and have a clear concept that ties in with their business strategy. This means that they have a credible and aligned process that will deliver results”.  

He also stated that sustainability is hinged on the idea of making a positive impact on the world and the bottom line of organizations. He avers that impact and profitable engagements work together. “If such ventures are not producing the right result, it therefore means that one is doing something wrong and need to realign the goals. Brand owners must learn to reduce the complexity of sustainability activities by making it manageable for the organization at all levels to know what they are aiming for and how their actions help make this possible”.

In his welcome address, the convener of Brandcomfest and publishers of Brand Communicator, Joshua Ajayi, stated that as an industry, very few platforms of convergence exist for different stakeholders in the IMC value chain to foster co-creation while addressing each of the challenges of the sub-sectors. “BRANDCOMFEST conference is conceived to bridge this gap. In line with our in-house mantra of “Linking the Future,” BRANDCOMFEST is also designed to provide a mentorship platform for young and prospective professionals who will take over the reins of this sector in the future. That is why we have a good number of students in our midst today”.

In his presentation, the Commercial Director at Bogo Beverages and Founder BMA Nigeria, Abiodun Ajiborede teed up his contribution to the discourse from a brand communications standpoint. He pointed out that disruption will surely occur, but by having a clear grasp of the foundational basis of the various interplay of mental availability, physical availability, and brand presentations, marketing professionals can navigate smoothly.

“It is a well-known fact that Content is the new currency. Hence, Brands must learn how to create platforms and leave content creation to consumers. Most successful brands now create social media platforms and cleverly bring influencers on board to engage consumers in replicating content on their social media blocks. It is also important to note that in order to build a great and enduring brand, marketing Professionals must consistently aim at widening their Point Of Divergence and Convergence. Brands must constantly seek newer opportunities to grow and remain relevant in a highly cluttered marketplace”. 

Brandcomfest is designed to be the largest gathering of stakeholders in the brand and marketing communications landscape. The annual event caters to the most contemporary and topical issues in the industry, as the foremost thought-leadership platform for stakeholders within the brands and marketing communications value chain.

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