Lagos Urged to Deploy Strategic Brand Management, as BJAN Honours Key Industry figures
The Lagos State government has been urged to deploy a more strategic brand management plan as a means of differentiation other than the current traditional approach.
This submission was made at the Brand Journalists Association of Nigeria (BJAN) 6th annual conference which held at the LCCI complex, Ikeja, Lagos last Friday with the theme: Brand Lagos: Challenges, Opportunities & Lessons.
The Group CEO, Prima Garnet Africa, Mr. Lolu Akinwunmi in his presentation, reckon that Lagos as the most populous city in Nigeria with an average population of 22 million people, has positioned itself as a melting pot for people from different tribes, group and race while the city has also become a popular destination for business enterprises.
In his words “ Lagos is a very dynamic business and enterprise center and is home to many serious Nigerian and foreign-owned businesses; indeed, it is usually the first destination point for most serious businesses, even if they operate offices in other parts of Nigeria.”
According to the keynote speaker, over the years, the Lagos government has been working hard to brand Lagos as a mega city
“The Lagos state governor, Mr Akinwumu Ambode described the state as the fastest growing megacity in the world with its recent Gross Domestic Product GDP hit $136 billion while the state accounts for over 90% of Nigeria’s foreign trade flow which invariably contributes 30% to the country’s GDP and also accounts for 65% of its manufacturing activities”, Akiwunmi said.
While these are pointers to a growing megacity, the speaker, however, noted that to make Lagos a major branding destination, there are some challenges that need urgent attention.
For the branding expert, “Lagos is overpopulated, there is Infrastructure Deficiency which is noticeable especially as the first port of entry to the country – the Airport suffers poor electricity supply, conveyor belt problems, harassments by uniformed staff, leaking ceilings and more.
To overcome these and other challenges, the leading ad practitioner suggested Private-Public Partnership (PPP) because the state cannot fund all the projects on its own. He also submitted that the state government should explore the advantages of the Tourism, culture and entertainment to speak to the world.
“There should be a strategic brand management plan which goes beyond the traditional approach of brand promotion and involves understanding the stakeholders’ values and needs (Town Hall meetings, Village Square meetings, Professional/Civil Society/Students/Interest Groups engagement etc) and projecting the brand assets of Lagos” Akinwunmi submitted.
While speaking at the event, Lagos state commissioner for information, Mr. Kehinde Bamigbetan confirmed Akinwunmi’s submission on PPP.
Bamigbetan said, “Lagos can survive through PPP. 30% of schools in Lagos are owned by the government while 70% are managed by private partnership”.
According to the Commissioner, Lagos has a 25-year plan which was adopted since the year 2000 and the government has been able to follow the laid down plan which is made possible through the steady political party transition in the state.
The conference also saw BJAN honouring deserving personalities and practitioners who have made significant impact in the industry with awards.
The BJAN award recipients include Mr. Jimi Awosika, Vice Chairman Troyka Group; Mr Lolu Akinwunmi, MD Prima Garnet; Mr. Udeme Ufot, MD, SO&U; Akin Adeoya, Group CEO, Marketing Mix; Mr. Yomi Badejo-Okusanya, CEO, CMC Connect Burson-Marsteller; Mr. Felix King Eiremiokhae, CEO, Oracle Experience amongst others.
Meanwhile, BJAN has announced changes in its leadership positions in the association after an election in Lagos.
The newly elected executives were sworn in after the emergence of Princewill Ekwujuru of Vanguard Media Limited who succeeds Goddie Ofose of 789marketing, Afolabi Idowu as Vice Chairman, replacing Clara Okoro of Brandworld Media.
Other elected executive members include Lukman Ishau of Marketingspace who returned as secretary, Adejuwon of DailyBell was elected the Assistant Secretary, Bunmi Awolusi of News Echo as Treasurer, Akeem Salau of Vanguard Media Limited as Financial Secretary, Fadare Adekanmi of The Octagon Magazine as Auditor and Adeyemi Olufemi of Brand Icon Image was elected the Chief Information Officer (CIO).