Experts in marketing communications, advertising, and brand management have called on businesses to prioritise consumer trust, innovation, and meaningful engagement as technology, economic pressures, and changing consumer expectations reshape Nigeria’s business environment.
The call was made at BRANDCOMFEST 2026, a thought-leadership conference that precedes the annual Brandcom Awards. This year’s event was held at the Landmark Event Centre, Lagos, last Saturday. During the conference, industry professionals examined the realities of brand building in a rapidly changing marketplace. The conference was followed by Brandcom Awards that celebrated outstanding brands, agencies, and marketing professionals, including 35 Under 35 honourees.
Themed “Brand Building, Consumer Connection and Disruptive Realities,” the event featured a keynote address, three panel discussions and a fireside chat, bringing together industry stakeholders to explore how businesses can sustain consumer loyalty, remain competitive and harness emerging technologies without losing the human connection that underpins successful brands.
In his welcome address, the convener of Brancomfest/Awards, Joshua Ajayi, said the platform was established to connect the industry with emerging ideas and prepare practitioners for the realities shaping the future of marketing communications.
He noted that artificial intelligence was already transforming content creation, while algorithms increasingly determined which messages reached consumers, and social media could amplify a brand’s reputation or trigger a crisis within minutes.
According to him, the industry must recognise that the old ways of working may no longer be sufficient in a rapidly evolving environment.
“If we are waiting for things to return to former ways, we may be waiting in eternity,” Ajayi said.
He explained that the day’s event was designed to combine conversations about industry challenges with recognition of practitioners and organisations translating ideas into measurable results.
“After all, ideas deserve to meet their evidence,” he said, describing the awards as an opportunity to celebrate brands, agencies, and professionals whose work had delivered results. Ajayi also stressed the importance of consumer confidence, particularly in an economy where purchasing decisions are increasingly influenced by affordability and perceived value. He added that brands could no longer rely on promotional visibility alone to establish meaningful relationships with consumers, who are increasingly informed, vocal, and willing to consider alternatives.
Delivering the keynote address, Dr Victor Gbenga Afolabi emphasised the importance of maintaining brand consistency while adapting to changes in technology, consumer behaviour, and the business environment. He observed that businesses now have more opportunities than ever to reach consumers, but access to multiple platforms does not automatically translate into effective engagement. Afolabi said the proliferation of digital channels had also reduced businesses’ control over their public image, as customers’ experiences and online conversations increasingly shape how brands are perceived.
He argued that brand building must extend beyond marketing campaigns to encompass the entire organisation, including operations, technology, leadership, and corporate culture. According to him, a brand’s credibility depends on whether its actual products, services, and customer experiences fulfil the promises communicated through advertising. He explained that failed transactions, confusing communication, and unresolved complaints could undermine consumer confidence, regardless of how attractive a brand’s promotional messages might be. Afolabi urged organisations to identify and address the problems consumers encounter rather than assuming that new slogans or promotional campaigns would resolve underlying weaknesses.
Discussions during the panel sessions reinforced the need for businesses to understand consumers more closely and respond to changing expectations with relevant products, services and communication strategies. During the session that looked at the agency perspective of the theme, speakers highlighted the importance of research, continuous engagement, and measurable commercial outcomes in helping brands navigate disruption. Participants noted that consumer preferences were changing rapidly, making it increasingly difficult for agencies and brand managers to rely on previous campaign strategies without reassessing their relevance.
The discussion also examined artificial intelligence and its implications for creative agencies, with speakers maintaining that technology should strengthen rather than replace human creativity and judgement. Siso argued that AI tools could support creative production but could not independently replace the strategic thinking and human connection required to build meaningful brands. Similarly, participants in the brand-perspective discussion highlighted the importance of affordability, quality, adaptability, and consistent delivery of brand promises, particularly amid economic pressures on Nigerian consumers.
The discussion explored how businesses could protect brand equity by understanding changing purchasing patterns, offering appropriate price and product options, and maintaining the quality that earns consumer loyalty.
In the session on leveraging AI in digital advertising, campaign delivery and brand personalisation, speakers examined how businesses could use technology to improve targeting, streamline campaign management and deliver more relevant advertising.
Beyond the industry conversations, the Brandcom Awards recognised brands, agencies, and professionals for their contributions and performance in the marketing communications ecosystem.The awards also celebrated 35 Under 35 marketing professionals, highlighting emerging talent and the next generation of industry leaders. The recognition complemented BRANDCOMFEST’s broader objective of bringing together industry learning, professional networking, and the celebration of achievements.
The launch of Retain AI by Dochase ADX further underscored the growing role of technology in the advertising industry, particularly as marketers seek more efficient ways to manage campaigns and improve performance across multiple digital platforms.
For Ajayi, the desired outcome of the festival extended beyond the discussions and awards presented on the day. He said he hoped participants would leave with ideas capable of influencing their professional practice long after the event.