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Managing Director of TBWA Concept, Mr. Kelechi Nwosu, has called on Small and Medium Scale (SME) enterprises in the country to adopt branding and marketing techniques for growth or else crash out of business. Nwosu made the call recently in Lagos at the SME breakfast meeting hosted by TBWA Concept with the theme ‘Growing SMEs through Brands and Marketing.’
Nwosu advised SMEs to cave a niche for themselves in the market to survive, emphasising the need for branding as key factor that would attract consumers to their products, adding, “My mission is brands evangelism; it is on how SMEs would use branding to advance growth. It is about capturing the market through brand loyalty.”
He noted that 96 per cent of businesses in Nigeria are SMEs, noting that they contribute 48 per cent of the country’s GDP.
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“The relationship is to see how we can collaborate with Aba SMEs with branding that meets international standard,” he noted. “Aba in Abia State is the Japan of Africa, the city of hard work. Brand has a bundle of benefits to the owner; purpose, proposition, personality and positioning are required in branding. A brand is the memories, the stories, and the experience the consumer has with you. When people experience your brand, they come up with the preposition that your brand is different. Apple is a success because of its exceptionality in branding.”
