BY Mayowa Tijani
Brandzone, an organisation that deals with branding, has emphasised the effect of branding on marketing.
The organisation recently held a brainstorm seminar on the prospects of branding for industry experts cutting across top and senior management executives in branding and marketing communications from banking, oil and gas, technology, real estate, pharmaceutical, automobile and manufacturing.
The event also featured speakers and facilitators with extensive marketing branding and advertising experience from different sectors with broad level of marketing and branding experience, including the academia.
Delivering a paper titled, ‘Brand Innovation and Creativity,’ Lampe Omoyele, GlaxoSmithKline (GSK) marketing director of family nutrition in Africa, highlighted the importance of branding.
“Organisations today are still operating in the level of hunting for marketing information rather than hunting for marketing insights,” he said.
“Powerful brands are built on market insights – organisations need to take time to figure out exactly what makes their brand unique and distinct and work to drive product and service innovation through key insights.”
He encouraged businesses to constantly seek to understand market dynamics, customers needs and expectations.
This, he said, would enable them to remain on top of trends to be able to deliver groundbreaking solutions.
Charles Aigbe, divisional head, marketing and corporate relations, United Bank For Africa (UBA), also presented a paper titled ‘Brand Strategy and Positioning; Achieving Consistency Beyond Borders’.
Aigbe listed strategic imperatives for organisations to consider when positioning their brands against other competitors.
He said brand consistency starts at a high level with brand strategy, adding that if a company’s brand strategy is weak, inconsistent or non-existent, it would have a negative effect on the organisation.
Amaechi Okobi, group head, communications and external affairs, Access bank Plc and Chizor Malize, managing partner, brandzone consulting, also spoke at the event.
They respectively emphasised the unending effects of branding in accordance with their various fields.
The orgainsiers explained that brandplatform brand leadership seminar is targeted at achieving collective intelligence, with emphasis on collection and documentation of new knowledge and best practice in the areas of branding, marketing and brand communications with a view to aid industry development and growth.
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