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Expert Advises Practitioners on Effective Approach to Brand Building

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The Regional Managing Director, Impact Porter Novelli, Mr. Tim Walmsley, has urged PR professionals to adopt story-led communication when designing messages for the brands in their portfolio and depart from brand-led communication approach which often bores the target audience.

During his visit to Nigeria recently, Walmsley observed that most PR practitioners are led by brands architecture to communicate messages to the target market. According to him, this trend is fast fading out as researches have shown that story-led communication have proved to resonate with consumers better.

“Now, communication agencies are moving to the idea of story-led communication through multiple led channels into communication eco-system, which surrounds individuals and consumers,” said Walmsley.

He said this method would make brands more compelling and powerful in their communication because the brands are put in a story to project its value and propositions, thus putting the brand in the centre of communication.

Walmsley view contradicts the norm in the country where PR experts bore consumers with the brand stories which are rather overhyped with unnecessary adjectives. To change this trend, he said: “We need to think of the content we are creating and how the content fits in the environment. Essentially, we need to think the way journalists think which is the primacy of the story, dialogue and consumer feedback. When you think in that form, we will act differently as Communication Company.

“If you look at advertising done by creative agencies, they believe that brands are the story teller, they believe that the brands are the centre of communication, but we all know that the consumers are the end of brands. It is what we think about the brands that make the brands to work.”

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