Newly Inducted NIMN Fellow, Sir Efedi Jellily, Calls for Govt Support in Building Local Brands
The Head of Corporate and Export Marketing, Soulmate Industries Limited, High Chief Efedi Jellily has been inducted Fellow of the National Institute of Marketing of Nigeria (NIMN).
The induction ceremony, which took place during the Annual Marketing Conference in Ibadan, Oyo State, saw over a hundred marketers conferred as Associate Members, Full Members, and Fellows of the Institute after a thorough assessment and confirmation process.
In his remarks during the induction ceremony, Sir J el lily said as Africans, we need to address our critical mind set to build a global brand.
“As the person in charge of corporate and export marketing in a leading cosmetics manufacturing company in Nigeria, we have been able to make our products known beyond Africa and are competing with other global brands in the market.”
He implored the government to make regulations that reduce difficulties in building Nigerian brands that can compete globally.
He raised concern over how getting approval from the government can jeopardize many brands, which can harm the country. J el lily who is also a Fellow of the Institute of Management Con sultan ts,FI MC, and a Full member, of the Nigeria Institute of Management, (NI M )& Business Process Management Institute( B PM I ), advised fellow marketers to create a venues for engagement and educating regulators on the importance of the brands and the value they would bring about.
According to him ,“brand communicatesinformation about origin ofthegoods, ownership, and relationship with other products and with this, it must be distinctive and not descriptive to be able to enjoy global relevance for a longer time.” He added that a lot of local stories like fashion, music, and even many places in Nigeria that people don’t know exist can be used in promoting our brands. In his words, “our music today and our film is selling Nigeria and everybody is dancing to Nigerian music.