The National Institute of Marketing of Nigeria (NIMN), the premier body for marketing professionals in Nigeria, recently inducted new members into various membership categories, underscoring its commitment to fostering high standards of professionalism and expertise in the industry. The induction ceremony, which took place during the Annual Marketing Conference in Ibadan, Oyo State, saw over a hundred marketers conferred as Associate Members, Full Members, and Fellows of the Institute after a thorough assessment and confirmation process.
Addressing the new inductees, President and Chairman of the NIMN Council, Mr. Idorenyen Enang, emphasized the importance of upholding the highest standards as marketing professionals. He urged them to familiarize themselves with the NIMN Act, stressing that ignorance of the law is not an excuse. Enang encouraged the inductees to contribute to the Institute’s growth and development and to leverage various interventions aimed at expanding their knowledge and expertise.
Prof. Justie Nnabuko, a veteran marketing professional, delivered a compelling paper titled “Empowering Nigerian Brands: Leveraging Local Content for Cultural Success.” She highlighted the necessity of a clear understanding of strategic differentiation, cultural nuances, digital compliance, and localization at all levels for successful branding in any economy.
“Empowering Nigerian brands involves harnessing local content to achieve global success by emphasizing and implementing robust local content strategies and flagship programs,” Prof. Nnabuko stated.
She noted that global market instability, supply chain uncertainties, changing consumer demands, and national security requirements necessitate strategic localization and investment in local value creation.
Prof. Nnabuko emphasized that brands resonate more deeply with local consumers and appeal to global markets when they incorporate the country’s rich economic heritage, diverse traditions, and unique offerings. She advocated for local content inclusiveness to ensure brands are culturally relevant and globally competitive.
Prof. Uchenna Uzo of the Lagos Business School delivered a keynote speech on “Innovative Approaches to Marketing Nigerian Heritage.” He stressed the importance of using data and insights to drive sustained and authentic communication that fosters brand engagement, loyalty, and patronage.
“Nigeria is not one market; it is a conglomeration of markets,” Prof. Uzo remarked. He emphasized that building local brands for global relevance requires understanding the cultural nuances of different markets. A one-size-fits-all approach to brand building in Nigeria will not deliver the desired outcomes.
He added, “To build authentic brands with global relevance in Nigeria, we must start with consumer insights. Without these insights driving our branding efforts, our strategies will falter. Consumer insights are fundamental because branding is not about what you claim to be; it’s about what your customers say you are when you’re not present. Effective branding requires a message that resonates with diverse audiences, enabling the creation of regional, national, and global brands. It’s crucial to be mindful of the cultural nuances of different markets, as what works in one area may not necessarily work in another.”
He emphasized the importance of ensuring that marketing messages are credible, memorable, likable, and consistent. Additionally, leveraging user-generated content (UGC), optimizing distribution, focusing on the quality of customer experiences, and utilizing compelling storytelling are vital for building an enduring brand that transcends national boundaries.
He emphasized the importance of ensuring that marketing messages are credible, memorable, likable, and consistent. Additionally, leveraging user-generated content (UGC), optimizing distribution, focusing on the quality of customer experiences, and utilizing compelling storytelling are vital for building an enduring brand that transcends national boundaries.
He explained that the quality of the experience people have with a brand is paramount. Notably, 60 percent of advertising spend is currently directed toward influencers, yet there is a growing decline in trust in celebrity influencers. Consumers today seek authenticity and relatability in the brands they engage with. By focusing on these elements, marketers can build brands that are not only locally impactful but also globally recognized and respected.
