LASPARK CHALLENGES ADVERTISING AGENCIES ON ICONIC BRANDING
The General Manager, Lagos State Parks and Gardens Agency, Mrs. Bilikiss Adebiyi-Abiola, has challenged the Outdoor Advertising Association of Nigeria (OAAN) to create fascinating structures in the State to promote iconic branding.
Addressing the body during her recent courtesy visit to OAAN House in Amuwo Odofin, Adebiyi-Abiola observed that the body had not taken full advantage of utilising the enduring platform the State Government has established through its parks and gardens to leverage projecting and adding value to their clients’ brands and businesses.
The General Manager declared that the body must, therefore, take into cognisance the consistent efforts of the State Government in providing a suitable environment by adopting and beautifying the open spaces and setbacks in the State to create iconic places of beauty for the good people of Lagos, while ultimately enhancing the visibility of the services rendered.
“The body must be consistently innovative in order to establish their digital presence and create a memorable engagement with the people; iconic branding serves the purpose of reminding consumers about brand benefits while providing visually pleasing sites for the populace”, she stated.
Discussing the relevance of iconic branding in the contemporary world, Adebiyi-Abiola noted that building identity with symbolic messages reinforces brand positioning in the market and creates a cohesive belief that resonates with the brand’s purpose.
“In this new age, digitally empowered consumers are seeking new ways to connect with brands. Therefore, this body must develop strategies to continually establish and refresh this connection with newer experiences”, she noted.
Speaking further, Mrs. Adebiyi-Abiola submitted that the digital circle had provided the possibility of using different brand assets to amplify messages across networks and all potential touch points, thereby creating a significant bond with the audience.
“Apart from adding value to members of OAAN, iconic branding will also enhance the aesthetics of the environment which LASPARK is projecting”, she affirmed.
While appealing to the body to be more adventurous and innovative in creating content that preserves brand affection, she urged it to ensure members stay committed to the payment of ground rent as the government continues to provide strong mechanisms to uplift the association’s operations.
In appreciating the body for staying true to its identity, the General Manager assured of the Government’s continued efforts to remain dynamic in providing befitting scenery to stimulate the growth of businesses and commercial enterprises.
Responding, the members of the Executive Council of OAAN pledged their commitment to collaborate with the Agency.
The Association, therefore, promised to engage LASPARK for in-depth and strategic discussions on the adoption of parks and streets in Lagos, adding that the Association will conduct its operations to befit the Smartcity ambitions of the State.