By Adaeze Anaekwe
Considering the dearth of quality and authoritative journals in integrated marketing communications, the entry of BrandiQ (pronounced Brand iQ) Magazine into the Nigerian market, is an obvious welcome development. A flip through the pages of the maiden edition of BrandiQ magazine shows that it is one of the most exhaustive journalistic explorations ever undertaken in Nigeria’s Marketing Communications space. This expansive magazine, which is an interdisciplinary store house of market knowledge, is a must-read not just for industry players but equally for students of advertising, branding, public relations and other areas of marketing communications.
An effective army of writers and some highly resourceful scholars, led by BrandiQ’s editor, Usukuma Ntia, have pulled together a bumper 84-page magazine covering: Guest Editor’s Report, Industry News, PR Dimension, Personality Interview, Industry Feature, Dialogue, Cover Interview, Traffic Brand, Marcomm Tutorials, BIQ Journal, Special Focus, Special Interview, Ghana Brand Scope, Destination Branding, Brand in Focus, Nollywood Digest, Industry Amazon, Auto Market and Sports Marketing.
The magazine features major industry players like Prof. Kwaku Atuahene-Giwa whose picture graces the front page, PRCAN president, Dr. Phil Osagie, AAAN President, Bunmi Oke, Jide Ologun, Chairman, Nigerian Institute of Public Relations, Nicolaas Vervelde, MD/CEO Nigerian Breweries Plc, Ottah Kalu, Executive Director, Client Services, Lowe Lintas and ace Nollywood actor and director, Desmond Elliot.
This magazine is a stand out from the array of brand magazines for its incisive research work on stories like Toyota’s dominance in the auto market in Nigeria, MTN’s consistency in the telecommunications industry and the impact of traffic brand in Lagos. The Marcomm Tutorial segment is definitely a valuable tool that would be very beneficial to students in tertiary institutions in fields like branding, public relations, advertising, media marketing and their adjuncts.
A team of respected and distinguished Nigerian scholars and professionals have been assembled to constitute the faculty members of the Tutorial center. They include: Dr. Phil Osagie, CEO (Global Strategist), JSP Cooperate Communications and PRCAN. Dr. Josef Bel-Molokwu, former APCON Registrar and Senior Associate, Pan African University(Advertising), Dr. Casmir Onukogu, Senior Lecturer, ESUT Business school ( Marketing), Mr. Idorenyen Enang, former commercial director, Cadbury and now Managing Director, Samsung Nigeria/West Africa(Marketing), Prof. E. Biakolo, Dean, Media and Mass Communications, Pan African University, (Media).
Brand analysts and writers have also had their say since the heralding of BrandiQ. Most commentators, considering the depth of differentiation exhibited by the magazine believe that prior to the emergence of this publication, several surveys with a wide range of research must have been conducted to really identify and understand what it is that brand builders and consumers need, and how best to address those needs. It is most probably one of the identified lacunas that the Marcomm Tutorial segment is poised to fill by providing mentoring experiences for millions of industry trainees in various universities and polytechnics within Nigeria and across the West African sub-region.
BrandiQ is designed to cover areas in marketing communications such as marketing, advertising, branding, media, public relations and their adjuncts. The magazine is also a monthly publication that will be very beneficial for market driven individuals who are keen to maximize their inherent potentials in world economy.
The publication intends to blaze the trail in the reportage of burning issues within the ambits of marketing communications industry while also seeking to connect with its vast readers across the globe. In the words of the editor, Mr Usukuma Ntia: “In the not too distant future, we will extend our involvement and coverage to interactive events and innovative initiatives to expand our readers’ sphere of experience. We know some readers will have strong opinions after reading this maiden edition. If you will like to draw from your depth of professional experience to contribute to our subsequent editions, please take the liberty to contact us. It is indeed our goal to provide a solid platform where the best brand analysts and handlers can share their wealth of experience.”
Desmond Ekeh, CEO of Synthesis Communications, the group publishing the journal reveals that “BrandiQ will be fashioned after the intellectual heritage of Harvard Business Review with the reportorial typology of The Economist and the content patterned after Ad Age, brand channel, bizcommunity.com, Ad week etc. Marcomm Tutorial will however be designed as a specific tutorial package aimed to appeal and meet the research and academic needs of the teeming population of students who really have the desire and need to understand the marketing communications world beyond the theories they are taught in school.” He added that this one is a preview edition which will find full expression in the next edition of the magazine
Apart from its comprehensive treatments of topical issues in the industry, BrandiQ attempts to bridge the information gap which alienates undergraduates and post-graduate students in Nigerian and foreign tertiary institutions from the ever engaging and ever challenging realities of the global business community, Marcomm Tutorial is strategically positioned to provide the veritable platform to empower and furnish them with fact oriented, sure proof methodologies in the marketing communications industry. It is most definitely a must-read for professionals, students and discerning general interest readers.