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A Brand and Marketing Expert, Ikechukwu Kalu, has said consumer insights and sufficient time in market place are critical success factor for brands to succeed.
He advocated that true value creation should remain the main focus of new businesses and they should ensure that they employ a mix of traditional and non-traditional marketing strategies that are aligned with brand overall strategy that stems from deep-rooted brand insights.
He stressed that when consumers become more empowered, they create their own relationships with brands and as such businesses must build campaigns that promote robust relationships.
Kalu, who stated this in Lagos during an interaction with journalists, noted that adopting the right marketing mix that tallies with the consumer demand would achieve set objectives with time.
He enjoined new brands to ensure that there is sufficient brand insight and should be ready to stay on in the market for a reasonable time to get the trust of consumers.
“For Nigerian brands to achieve maximum success in their campaigns they must consider the consumer insight, available budgets, advertising concepts, consumer interest and allow sufficient time in the market to achieve desired result.
“Most times the expectation of new brands is to get into the market and start making profits within one year; in a normal market place, this may not just be possible.
“Consumer insight among Nigerian consumers has grown and brands must begin to treat them as such. You do not expect to throw things at the consumer and expect them to swallow it hook, line and sinker without questioning as it was in the past. Social media has given the market more voice and they can now push back,” he stated.
He further argued that with current competition in the market, new businesses must get it right from inception through differentiation, saying it is branding that differentiates one from the pack.
“As we know, a brand is not created automatically, you need to be intentional in your efforts to grow your brand and brand activation is just perfect for achieving this.
“Brand managers need to think seriously about brand activation. You need brand activation to push effective awareness and adoption for your good quality product or services,” he added.
Kalu, who is Lead Consultant at Customer Passion Point Limited and Adjunct Faculty and Resource Person at Pan Atlantic University and Lagos Business School (LBS) has been part of the development of brands from Guinness Nigeria, MTN Nigeria, Airtel Nigeria, Etisalat in Tanzania, FCMB Limited and Ecobank Nigeria in his over 30 years work experience.