Nigeria Content Online

This column came
into existence in August and since this will be the last for the year,
I want to do a summary of the topics focused on during the year. All
that you will find are snippets of what this column focused on in the
year.

A brand that must
retain consumers’ attention in the New Year should be one that feels
their pulse. The quantum of consumers insight generated is central to
the overall success of the brand in the New Year. It is important for
brands to touch base with consumers while also ensuring satisfaction
and superior service delivery.

Brands should also
speak the language of consumers as consumers respond more through
persuasive and emotive communication messages. It is also important to
say that any sales/consumer promotion embarked upon in 2011 should be a
reward scheme for consumers and not exploitative in approach. Consumers
want brands they can identify and relate with as their own.

Despite the
economic meltdown, brands should seek to sustain the tempo of their
messages to retain their established image. Since 2011 is an election
year, it is important to have strategy based political campaigns which
will inspire and move the electorate to action.

Brands should
ensure that negative perception is eliminated to the barest minimum as
this can hinder the brand in the market place. To forestall negative
perception, brands should embark on image building tactics that will
position the brand in the minds of the target audience. The issue of
Corporate Social Responsibility thus become important here. Brands
should be good corporate citizens. Some brands and their companies
should embark on projects that will impact lives meaningfully in the
communities where they operate.

The rebranding
Nigeria project should be given utmost priority in the New Year. The
import of this is that our leaders should make concrete efforts in
leading by example. Now that Dora Akunyili is a politician, one hopes
the fire of tenacity will keep burning.

The recurring name
change by Airtel generated so much discourse. It was one topic that had
the highest number of feedback this year. In the New Year, Airtel
should consolidate on the gains of the name change and connect more
with the subscribers on the network.

The media also has
a critical role to play as the purveyor of information. It is highly
expected of the media to focus on professionalism and ethical standards
in the New Year.

Public speaking is
a skill everyone needs to leverage a positive image. It is not an
activity to engage in to pour venoms on other people. It is one that
comes with panache, style, and delivery. This is one skill that a brand
personality needs in the New Year.

The insurance
industry also needs to raise the bar of its visibility in the New Year.
The industry needs to wake up from its slumber and set an agenda for
public discourse on insurance services.

Evaluation

This column debuted
over twenty weeks ago and I will appreciate feedback of readers on the
column, its contents and approach to issues. This I believe will enrich
the column the more.

Till we meet in 2011, may all your days be colourful and bright. Also, believe you can make it in the New Year.

Ayopo, a Communication Strategist and Public Relations practitioner
is The CEO of Shortlist Ltd, email-shortlistedprspecialists@gmail.com