The message took centre stage at Brandcomfest 2026, held at the Landmark Event Centre in Lagos, where marketing and communications professionals discussed how businesses can build stronger brands in an increasingly competitive marketplace.
The event also featured the Brandcom Awards, which recognised brands, agencies and marketing professionals for their contributions to the industry.
Delivering the keynote address, Group Chief Executive Officer of GDM, Dr Victor Gbenga Afolabi, said companies must look beyond the image they create through advertising and pay greater attention to the value customers receive from their products and services.
He explained that although businesses can attract attention through well funded marketing campaigns, maintaining consumer confidence requires them to fulfil the promises made to customers.
The growing influence of digital platforms has made this even more important. Consumers can now compare products, assess prices and share their experiences publicly, making it harder for businesses to control how their brands are perceived.
Afolabi noted that failed transactions, poor communication and unresolved complaints could quickly damage a company’s reputation, regardless of how much it spends on advertising.
He therefore encouraged businesses to identify and resolve problems affecting their customers instead of depending on fresh slogans and promotional campaigns to cover up weaknesses in their operations.
According to him, lasting brand success requires efficient operations, appropriate technology, effective leadership and a workplace culture that supports consistent service delivery.
His position was that brand management should not be left to marketing and public relations departments alone. Every part of an organisation must contribute to the experience promised to consumers.
He also stressed the importance of embracing technological changes and evolving consumer expectations without losing the values and commitments that make a brand distinctive.
Technology and affordability reshape brand competition
The discussions at Brandcomfest reflected the growing impact of artificial intelligence, digital advertising and changing consumer behaviour on the marketing communications industry.
In his welcome address, Brandcomfest and Brandcom Awards convener Joshua Ajayi said the platform was established to expose industry professionals to new ideas and recognise organisations whose efforts had produced measurable results.
Ajayi observed that artificial intelligence was changing how content is created, algorithms were influencing the information consumers see, and social media had accelerated the spread of reputational challenges.
“If we are waiting for things to return to former ways, we may be waiting in eternity,” he said, urging industry professionals to adapt rather than depend on outdated approaches.
He also noted that visibility alone could no longer guarantee customer loyalty, particularly as affordability and perceived value increasingly shape purchasing decisions in Nigeria.
The conference, themed “Brand Building, Consumer Connection and Disruptive Realities,” featured a keynote address, three panel discussions and a fireside chat. The sessions explored brand development from both agency and corporate perspectives, alongside the growing influence of artificial intelligence on digital advertising and consumer engagement.
Discussions on the agency side highlighted the need for proper consumer research, regular engagement and campaigns that deliver measurable business results. Participants also examined how agencies could remain creative and relevant as customer preferences evolve.
From the brand owner’s perspective, speakers focused on balancing affordability, product quality and adaptability while maintaining the standards needed to retain customer confidence.
The sessions on artificial intelligence examined how emerging tools could improve audience targeting, campaign management and personalised advertising. Participants stressed, however, that technology should strengthen human creativity and strategic decision making rather than replace them.
The discussions reinforced the need for businesses to combine technological innovation with a clear understanding of consumer expectations as competition for attention continues to intensify.
Leading brands and young professionals recognised
Several Nigerian brands received recognition at this year’s Brandcom Awards for their performance across different areas of marketing and consumer engagement.
Golden Penny Foods, Coca Cola, Integrated Indigo, Maggi, FrieslandCampina and Standard Chartered were among the brands that recorded multiple wins.
The awards covered several areas, including consumer engagement, product categories, public relations, financial services, sustainability and innovation, recognising the different ways organisations and agencies contribute to the industry.
The ceremony also celebrated 35 professionals under the age of 35, highlighting the contributions of emerging talent to Nigeria’s marketing communications sector.
Beyond the awards, the event underscored a central message for businesses: while technology and advertising can help brands reach more people, lasting consumer trust depends on consistently delivering quality, value and dependable service.
