Jci Okoh presented on how brands can create value by building meaningful relationships with people. He discussed how consumer needs have changed and people now want brands that fulfill emotional and rational needs through transparency, responsiveness, and social commitment. Okoh showed that when brands meet societal needs through storytelling, participation, and adapting to customers in real-time, it delivers business value by increasing purchase recommendations, defense of the brand, and content sharing. He concluded that brands must have a clear purpose and evolve to include both brand promise and commitment to create a true value exchange.

1. HOW BRANDS &
PEOPLE CREATE
YOUTH CONVENTION | OCTOBER 2017
A VALUE EXCHANGE
Presented by

2. @JciOkoh
Jci Okoh is Managing Partner of Scepters
Corporate Ltd. He possesses an extensive
knowledge of innovation, entrepreneurship,
social entrepreneurship development, social
media, and marketing. He is Africa’s number
one brand evangelist as attested by Facebook
in 2011. He aligns with companies and causes
that empowers people, democratizes
technology, and makes the world more of a
meritocracy.
In addition to his work at Scepters, he is a
writer (five books), a speaker, startup adviser,
trustee of several companies, brand and
evangelist for organizations.
Jci OKOH also serves as the Project Director of
the African Dance Academy & Festivals with
various donors and has worked on projects in
several African countries. Prior to joining ADAF,
he founded the Scepters Corporate, an
information communications firm, he is also
the convener of IConference, an unconventional
conference that drives government
collaboration and organizations in a vendor
neutral way

3. THE PROBLEM
why it's hard to go solo traveling
WHAT’S BRANDING?
It’s the marketing practice of creating a
name, symbol or design that identifies
and differentiates a product from other
products.
•“Branding is the art of aligning what you
want people to think about your company
with what people actually do think about
your company.” Jay Baer.

4. THE PROBLEM
why it's hard to go solo traveling
A VALUE EXCHANGE STARTS
WITH PEOPLE’S NEEDS
CONSUMER
NEEDS
People’s needs have changed
due to an increasingly complex
and interconnected world.

5. MATCHED BY WAYS BRANDS CAN
FULFILL THESE NEEDS
CONSUMER
NEEDS
Actions brands can take
to fulfill these new
consumer needs.
BRAND
BEHAVIORS

7. WE COMPARED
CONSUMER NEEDS…
1. I can count on the
brand to deliver
consistent products
or services
2. The brand delivers
what I need from a
Product or Service
3. I want to be
associated with the
brand
4. The brand is an
essential part of my
life
5. I respect the
company’s leaders
6. I feel good buying
this company’s
products or services
7.I feel good about
this company’s
commitment to its
community
8. I believe in the
brand’s purpose
9. I feel the brand
cares about more
than itself

8. TO WAYS BRANDS
COULD FULFILL THESE
NEEDS…
1. Acts with a clear
mission and purpose
at its core
2. Takes a stand on
issues of importance
to individual
consumers
3. Communicates
transparently about
how its products are
sourced and
manufactured
4. Is open about
company
performance and
holds leaders
accessible
5. Openly shares its
vision for the future
6. Shares company
history and heritage
openly
7. Invites consumer participation in
product development
8. Invites consumers to represent
products and services to their social
networks
9. Invites consumers to interact online
10. Invites consumers to participate in
events and live experiences
11. Helps people achieve their
personal goals
12. Uses its resources to drive change
in the world
13. Is quick to respond to people’s
concerns and complaints
14. Offers many ways for consumers to
ask questions and share opinions

9. AND EVALUATED HOW THEY
COMBINE TO DELIVER BUSINESS
OUTCOMES
PURCHASE
RECOMMEND
DEFEND
SHARE PERSONAL
INFORMATION
SHARE BRAND
CONTENT

10. L I T T L E V A L U E F O R
T H E C O N S U M E R I N
T H E C U R R E N T
V A L U E E X C H A N G E
WE LEARNED
THERE IS:

11. 66%
One-sided
relationship
PEOPLE CONTRIBUTE.
BRANDS BENEFIT.
THERE IS LITTLE VALUE EXCHANGE.
70%
Brands have
self-centered
desire to
increase profits
34%
Shared
relationship
30%
Sincere
commitment
to their
customers

12. E M O T I O N A L A N D
R A T I O N A L N E E D S
A R E M E R G I N G
WE LEARNED
THERE IS:

13. 87%
Want more
meaningful
relationships with
brands
PEOPLE WANT MORE VALUE
FROM BRAND RELATIONSHIPS
17%
Think brands
deliver

14. M E E T I N G S O C I E T A L
N E E D S D E L I V E R S
R E A L B U S I N E S S
V A L U E
WE LEARNED
THERE IS:

15. PEOPLE DEMAND GREATER
RESPONSIVENESS…
RESPOND QUICKLY TO
PEOPLE’S CONCERNS
AND COMPLAINTS
GIVE MANY WAYS TO
ASK QUESTIONS AND
GIVE OPINIONS
78%
PEOPLE SAY IT
IS IMPORTANT

16. PEOPLE WANT
INCREASED
TRANSPARENCY
Percentage of people who
feel it is important for brands
to communicate openly and
transparently about how
products are sourced and
made

17. CREATING A
VALUE EXCHANGE

18. 52%
STORYTELLING &
STORY SHARING
OF RESPONDENTS
THINK IT’S
IMPORTANT TO
INVITE PEOPLE
TO BE A PART OF
THE
PRODUCT/SERVICE
DEVELOPMENT
AND REFINEMENT
PROCESS

19. PROMOTE YOUR BRAND
BY INVITING
PEOPLE TO ACTIVELY
PARTICIPATE IN
WAYS THAT ARE
MEANINGFUL TO THEM
RECOGNIZE THAT
PARTICIPATION COMES
IN MANY FORMS

20. CONVICTION
& COMMITMENT

21. 80%
EVOLVE YOUR BRAND
TO INCLUDE BOTH
BRAND PROMISE
AND BRAND
PURPOSE
OF CONSUMERS
BELIEVE
BRANDS MUST
HAVE A CLEAR
REASON OR
PURPOSE

22. ALIGN MARKETING AND
CORPORATE
COMMUNICATIONS
EFFORTS TO ENSURE
YOUR
STORY IS HEARD AND
SHARED

23. ALWAYS ON &
ALWAYS ADAPTING

24. 87%
LISTEN, LEARN AND
ADAPT BASED ON WHAT
PEOPLE TELL YOU
ABOUT
THEMSELVES AND YOUR
BRAND OF RESPONDENTS
FEEL THEY
SHOULD BE ABLE
TO COMMUNICATE
AND INTERACT
WITH BRANDS
QUICKLY, IN REAL-
TIME

25. PROTECT YOUR BRAND
BY INCORPORATING
CUSTOMER SERVICE
INTO YOUR MARKETING
STRATEGY

26. THANK YOU!
www.scepters.net
jci@scepters.net | +234 909 050 0088 | Lagos, Nigeria
Copyright ©2017 Scepters Corporate Ltd. All rights reserved.
All information contained herein is confidential and proprietary to Jci Okoh