The Magazine cover
By Desmond Ekeh
The yuletide/ New Year edition of BrandiQ, a monthly brand –focused magazine in the country has projected some battlegrounds that may come alive in the marketing communication industry come next year, 2013. Already marketing practitioners are studying these momentous revelations intensely to ensure adequate positioning for vintage benefits in Nigeria’s economy come 2013. The publication projected that, next year is expected to kick-off with great flourish for marketing communication practitioners as various events and activities would be providing great battlegrounds for brands to scuffle and win the hearts of consumers.
According to Mr. Ntia Usukuma, the editor of BrandiQ magazine, ‘‘to compliment this special edition, we are took a look at our crystal ball to visualize what is in store for marketing communication and branding in 2013’’. In the telecommunication sector, BrandiQ predicted that the move by the Nigerian Communications Commission (NCC) to commence the implementation of Mobile Number Portability (MNP) in the next one or two months is a policy that would provoke marketing activities massively in 2013. The magazine described the plan as an ultimate test of true loyalty of subscribers to telecom service brands in the country.
While the oil, gas and power sectors is to be privatized, the publication noted the move by the government will no doubt help improve the sector as competition and increasing need for better public and customer relations will not just bring about stability in sector but would also boost naira churning activities in the marketing communications sector, especially advertising and Public Relations.
In sport, the publication stated that marketing communication agencies are expected to jostle aggressively for sizeable chunks of the marketing budgets in sport beginning from the biggest football competition in the continent which will kick off in January. In Nigeria, where the love for football is very high, the 2013 Orange Cup of Nations is expected to create a remarkable upsurge in sports marketing and brand promotional activities in Nigeria and across the continent.
The monthly publication however pointed out that despite the milestone garnered by PR in the last six years; the industry still falls short of acceptable standards in Nigeria with the infiltration of largely untrained and unregistered individuals masquerading as PR practitioners. In order to check this ugly trend of bypassing legitimate PR firms in awarding jobs to foreign agencies, the magazine tasked Public Relations Consultants Association of Nigeria (PRCAN) on this.
Mr. Usukuma affirmed that, prior to the emergence of the publication, the publishing firm “undertook several surveys with a wide range of stakeholders to really identify and understand what it is that brand builders and consumers need, and how best to address those needs. Beyond coverage of industry news to inform and educate practitioners and professionals, one of the identified lacunas is what our Marcom Tutorial segment is poised to fill by providing instructional and mentoring experiences for about 1 million industry trainees in various universities, polytechnics institutions within Nigeria and abroad”.
He also promised a tighter package of the magazine in the subsequent editions.
Meanwhile, industry watchers have applauded this edition of BrandiQ as juicer, more exciting and better packaged.