Experts set to discuss Nigeria’s rebrand at Brandish MoM

EXPERTS in the nation’s integrated marketing communications space will again, in Lagos, the nation’s former capital city, this week,  bring to the fore issues surrounding the nation’s rebrand, among other topical and sundry issues bothering the industry at the second edition of the  BRANDish Meeting of Minds (MoM).

Brandish MoM is a quarterly conversation platform on diverse issues in marketing and communication in Nigeria.

Tagged, ‘In Search of the Right Purpose for the Nigerian Brand,’ the event, which will feature leading marketing and public relations practitioners with Lampe Omoyele and Bolaji Okusaga, as lead discussants,  aims at aggregating ideas and market-oriented strategies for a fit-for-purpose positioning statement by Nigeria before the rest of the world.

Explaining the rationale behind the event, Analyst-in-Chief, BRANDish, Mr Ikem Okuhu, stated that  such discussions had become necessary since Nigeria had, over the years, struggled to find a fitting purpose for the country.

He added that previous efforts had failed because they were anchored on emotions that were clearly antithetical to the realities on ground and which were not designed for the nation to profit from the global business space.

He argued that the  nation’s marketing industry must, of necessity, factor real and measurable economic purpose statements and realistic structures to make that achievable, noting that discussions with professionals had become imperative to enable Nigerians maximise opportunities for the country in the face of the scale of capital preferences in the world.

“The real end of any nation’s marketing campaign has to be predesigned to generate, not just positive emotions,  but resonate in the marketplace of goods, services and ideas. If there is no design to ensure there are real tie-ins for business, such a campaign serves noreal use,” he stated.

He  explained that the choice of the two speakers was informed by their  successes in managing big ticket marketing and public relations portfolios in Nigeria, while  expressing  strong conviction that the duo would  provide strong messages that would  elicit serious conversations, leading  to a fresh review of all frameworks for future successful nation marketing activities by Nigeria.

Omoyele, who will be delivering a paper titled, “The Economics of Evolving a Market-Led Nation Proposition for Nigeria”, is a businessleader, marketing expert, coach and public speaker with over 25 years’experience gained in leading multinational companies.

Besides possessing  deep understanding of marketplace dynamics across fast moving consumer goods (FMCG), retail and telecommunication industries in Africa, Omoyele is reputed to have a strong commercial acumen and execution capability in commercial and general management roles.

Widely known in the industry as a strategist and brand enthusiast withwide experience in the Mass-Media, Marketing, Public Relations andBanking,  Okusaga, on his part, currently runs one of Nigeria’s

largest Public Relations Consultancy (The Quadrant Company),  withmulti-national clients.

Okuhu believes the combined experiences and expertise of the duowould  go a long way in delivering material that can help thosesaddled with managing Nigeria  create a profitable template for apurpose-driven positioning for the  country.