BrandComfest 2026: Brand Owners Tasked on Earning Consumer Trust
Raheem Akingbolu The growing influence of technology, changing consumer expectations and economic pressures is forcing businesses to reconsider how they build and sustain their brands, with industry experts warning that
Raheem Akingbolu reported that at the Brandcomfest 2026, industry experts warned that businesses must reconsider their approach to brand building due to the growing influence of technology, changing consumer expectations, and economic pressures. The event, held at the Landmark Event Centre in Lagos, brought together marketing communications professionals to discuss the importance of aligning brand promises with product quality, service delivery, and customer experiences.
Dr Victor Gbenga Afolabi, Group Chief Executive Officer of GDM, emphasized that businesses should prioritize value delivery to consumers over mere advertising campaigns, as digital platforms have made it easier for customers to compare products, evaluate options, and share experiences publicly, thus exposing brands to greater risk.
He urged organizations to address customer problems rather than relying on slogans and promotional campaigns to compensate for operational weaknesses. The discussions at Brandcomfest also highlighted the impact of artificial intelligence, digital advertising, and changing purchasing behavior on the marketing communications industry, with experts stressing the need for businesses to adapt to technological advancements without abandoning their brand values.
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