By our News Team | 2021

Experts at the ADVAN Marketing Masterclass 2021 in Nigeria advocate marketers design end-to-end brand solutions.

The crux of the message by speakers at the ADVAN Marketing Masterclass 2021 was the need for brands to strive consciously to create brand solutions that are compelling, distinctive and differentiating. The conference was presented by the Advertisers Association of Nigeria (ADVAN) on 25-26 August.

During his presentation, Bayo Adekanmbi, Chief Transformation Officer, MTN Nigeria, stressed the need for end-to-end solutions that will help consumers survive.

“There is need to think beyond what you sell: it is not just about your brand. Be intentional about the needs of your consumers by thinking beyond the adverts, whether television or print. Brands must look beyond their products by viewing a business from a solution perspective to creating emotional connection,” he said.

Photo by Joyjukes

Adekanmbi suggested that adding value to customers through imbedded corporate social responsibility is a distinct way of providing solutions. Brands must understand the importance of their roles in the life of low-cost retailers by studying their buying behaviour to help inventory planning.

Every category of communication has its meaning

Olu Akanmu, Executive Director, Retail Banking for First City Monument Bank, focused his central message on customer insights as the heart of strategy for scale and precise targeting. He stated that every category of communication has its meaning to the consumer.

“The foundation of scaling a business or product is ‘product-market fit’. There are fundamental motivations and incentives that drive customers’ action in their choices and behaviours. Marketing insights depend on the marketer’s unique concept or perspective in doing things in an unusual way,” he stated.

Akanmu pointed out the need for having a unique diagnostic variable to highlight what others are not seeing. He emphasised three types of ‘lenses’ to view customers’ insights from a design thinking perspective: ‘look closely’, ‘look from afar’ and ‘ask the customers’. These, he stated, help in viewing the context of the marketing problem, while the typical marketer would find that the best result is to combine all three.


Source: Marketing Edge Nigeria

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.