The brand focus on national and continental commitment through storytelling has been evident in several respects. For example, Globacom advertisements derive their images from the semiotics and visual images in a highly cultural indigenous environment. This style also applies to the language in its advertisements that are mostly indigenous material resources, which enhances the interpretation and meaning-sharing among the customers.
Gary Harwood, the co-founder of HKLM (the agency that conceptualised Globacom’s branding and name), explained that it takes a special skill to build indigenous brands rather than coat-tailing big international brands.
“To do this, you need to get out of your comfort zone and out of the major cities to understand the market dynamics specific to different countries, different regions and the different cultures within specific countries. Brands are not built overnight; it takes persistence, tenacity and dedication to build a compelling brand capable of standing the test of time,” Harwood stated.
Speaking about the brand, Bunmi Oke, former President of the Association of Advertising Agency of Nigeria, and former APCON council member, said, “For close to two decades, Globacom has been a prominent part of the Nigeria space. (It) has been relentless in (its) support for Nigerian arts and sport – about the two most engaging human activities. They have prominent faces and celebrities as brand ambassadors, strategic partnerships, and sponsorship of the country’s most popular cultural festivals. These are strategic brand positionings that are sure to affect mindshare positively”.
Consumers decide which brands they should choose and which brands they forget. Nigeria’s telecommunication sector is a competitive marketplace. An important issue for marketers is understanding how consumers’ black box changes due to the buyer’s characteristics and how these affect the consumer decision process. But in addition to their personal characteristics, cultural and social factors can also affect consumers’ behaviour.
First, we asked our consumer panel if they accept Globacom’s unique position as a truly Nigerian brand then we doubled-down to know if that perception affects their buying decision.
“But the younger generation has higher expectations of digital channels, collaborative and social communications and will not take a network that cannot provide the minimum of excellent network coverage and consistent internet service seriously. Therefore, an appeal to national identity would only make for brand recognition and good stories,” she concluded.
Insights on What The Streets Are Saying are drawn from data collected through in-depth interviews and surveys with our 500-member consumer panel spread across the country, including 100 culture insiders, who are all leading thinkers and doers across media and marketing.