How is digital media redefining branding in Nigerian businesses?
In the past four years, we have clearly seen that certain brands that set out deliberately to undertake digital media transformations have leapfrogged their competitors. The banking, telecoms and fast moving consumer goods (FMCG) sectors have been at the forefront of deploying digital media initiatives. Globally, digital is shaping brand perception, brand value and ultimately brand equity. As brands contest for the growing youth and middle-class market, it is inconceivable that a forward looking brand is not investing in its ability to reach and win a significant share of this market.