BrandComfest 2026: Brand Owners Tasked on Earning Consumer Trust.
The warning formed the central message at Brandcomfest 2026, where marketing communications professionals called on businesses to align their brand promises with product quality, service delivery and meaningful customer experiences.
The event, held at the Landmark Event Centre, Lagos, brought together industry stakeholders to examine the realities of brand building in a rapidly changing marketplace.
It also featured the Brandcom Awards, which recognised brands, agencies and marketing professionals for their contributions to the industry.
Delivering the keynote address, the Group Chief Executive Officer of GDM, Dr Victor Gbenga Afolabi, argued that businesses must look beyond the images they project through advertising campaigns and focus on the value they deliver to consumers. His position reflects a fundamental challenge confronting brands in the digital economy: while companies can invest heavily in marketing to attract attention, sustaining consumer confidence increasingly depends on what customers experience after engaging with their products and services. Afolabi noted that digital platforms had expanded opportunities for businesses to reach consumers but had simultaneously made brand reputation more difficult to control. Customers can now compare competing products, evaluate purchasing options and share their experiences publicly, leaving businesses more exposed to the consequences of poor service delivery.
MSEApp News is publishing an original rewrite of this tip for readers, based on reporting associated with THISDAY.