maechi Okobi, Group Head, Communications and External Affairs, Access Bank Plc stresses the need for organizations to build brand longevity and relevance by ensuring their brands are truly connected to the consumers. He has pointed out the death of several hitherto powerful brands that conjured strong heritage in the past.
He also re-echoes the use of relevant engagement platforms for brands as consumers needs and consumption patterns are beginning to change. “Organizations today have neglected the next generation’s viability and connection with their brands. As such brand sustainability becomes a challenge” he says.