Insight Redefini Boss, Onyeali Ikpe, Meets BJAN’s New exco, Tasks IMC Practitioners on Brands Consulting

Dr. Ken Onyeali Ikpe, Group CEO, Insight Redefini has charged Integrated Marketing Communications, IMC, practitioners to always rejig their business model in order to meet the present day need of consumers, as the industry has evolved.

He gave the advice when the newly elected executives of Brand Journalists Association of Nigeria (BJAN) paid him a courtesy visit at his GRA, Ikeja office on Tuesday, February 1, 2022.

Dr. Onyeali Ikpe, who appreciated the visit, took time to delve into the changes that stakeholders in the industry should come to terms with.

According to him, it is no longer the same story when advertising thrived during the industrial age as in the present situation, the world has embraced the digital age.

He noted that IMC  practitioners must be in tune with the fact that advertising has evolved into brand consulting.

In his words: “I like the conversation today around branding because that is the only relevant thing. I started talking about this thing 20 years ago because I saw it. Branding is a core component of business existence because if you take out the brands out of the business, it dies”.

Giving examples of focusing on brands as against advertising, the advertising guru said the reason why Nigerian Breweries is still in existence is because of the Star and Guilder brands, in which if taken away, the company may die.

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