Experts champion new era of value beyond price

Experts champion new era of value beyond price

Marketing experts have urged brands to build trust and deliver holistic value beyond price in today’s changing marketing landscape, saturated with choices and increasingly discerning consumers. 

 They made this assertion at the third edition of the MediaConsortium Conference and Awards, held on Thursday at the Lagos Chamber of Commerce & Industry (LCCI).

Industry stakeholders and captains of industry gathered to dissect the theme, ‘Defining ‘Value’ in the Modern Marketplace: Beyond Price, Quality, Experience and

 Speaking on the choice of the theme, Adetunji Faleye, Co-Convener of the MediaConsortium Conference and Awards, said, “Our chosen theme reflects a pressing question for today’s brands, businesses, and leaders.

 “We believe the answer lies in a holistic approach—one that integrates all these elements and goes further to capture the intangible: trust, relevance, purpose, and sustainability. These are the benchmarks of success in the modern marketplace.” Delivering the keynote address, Femi Opadere, Head of Digital Media at Globacom, challenged brands to shift their focus from cost to benefit.

He emphasised that today’s consumers are digitally active, have numerous options, and make decisions based on more than just price.

 Using Globacom’s introduction of per-second billing as a prime example, he illustrated how delivering genuine value can revolutionise an industry. “Somebody somewhere was not thinking about making money immediately. He was thinking about what kind of value I can give to Nigerians that this value-driven strategy led to over one million subscribers in a few months.”

He concluded with the adage, “Price is what you pay, value is what you get.” 

 The conversation deepened during a panel session moderated by Zion Rufus, Senior Brand & Content Strategist at Livespot360. The panellists, drawing from diverse industry experiences, offered practical insights.

  Samuel Akinrimisi, New Product Development Lead at Eko Supreme Resources, warned that brands often fail when they operate on flawed assumptions about their customers. “The gap I identified is that we do not bring the point of the consumer into the product perspective,” Akinrimisi explained.He argued that true value is “needed satisfaction” and requires brands to understand the cultural relevance of their products and messaging. 

 Ayodeji Ajayi, Strategy/Creative Director at Hephzibah Experiential Ltd, spoke about the power of building an emotional connection and trust to foster unwavering loyalty. “You cannot take away emotions,” Ajayi noted, explaining that a deep connection is what makes a consumer choose a brand repeatedly. He stressed that “the culture that defines the experience is one thing that brands must prioritise to succeed.” 

 Representing the fast-evolving fintech space, Obinna Ojekwe, Marketing Lead, Hydrogen Pay, described value as a powerful differentiator, which can even be found in simple accessibility. He called value a “cheat code” for brands, especially niche players, to excel by deeply understanding their specific market segment. 

  The experts underscored the message that, in today’s marketplace, sustainable success is built not just on what a brand sells, but on the comprehensive value it delivers to its customers. 

 The enlightening summit culminated in a prestigious awards ceremony, celebrating the brands, agencies, and individuals who have exemplified excellence and successfully delivered outstanding value. The consumer goods sector was well-represented, with Checkers Custard named Outstanding Custard Brand of 2025 and Golden Penny Semovita taking home the Consumer Brand of the Year 2025 award.

 Culinary excellence was further celebrated as Ajinomoto was crowned Outstanding Culinary Brand of the Year 2025. In the beverage category, Amstel Malta was recognised as the Malt Drink of the Year 2025. Demonstrating innovation in the home care segment, SoKlin received double honours as the Innovative Detergent Brand of the Year 2025 and for its Smart Liquid, which won Innovation of the Year in the Detergent Category. A special commendation for delivering tangible consumer benefits went to WideScope International Logistics Limited for Creating Real Value for Consumers.Commitment to social responsibility was also celebrated, with BATN Foundation receiving the Social Impact Award of 2025 and Bet9ja Foundation earning the CSR Award of 2025.

 Broader corporate excellence was also spotlighted, with Iron Resources named Outstanding Company of the Year 2025. In the financial sector, ALAT was recognised as the Outstanding Digital Bank of the Year 2025.

 The agency and professional categories saw a wide array of talent recognised. SBI Media Ltd was awarded Innovative Media Agency of the Year, while SOULCOMMS PR was named Outstanding Public Relations Agency of the Year 2025.

  Specialist firms also received accolades, with P+ Measurement Services celebrated as the Innovative Public Relations Measurement Agency of the Year 2025 and CI Public Relations Consulting Limited honoured as the Outstanding firm in Crisis/Strategic Communication. The future of the industry was also in the spotlight, as Seedar Group won Innovative Young Public Relations Agency of the Year 2025 and WhirlSpot Media was recognised for its Outstanding Contribution To Startups.

 The MediaConsortium Conference and Awards is an annual event dedicated to fostering knowledge exchange, celebrating industry excellence, and inspiring the future of marketing, media, and communications in Nigeria. It brings together industry leaders, brand custodians, and innovators to discuss pressing issues and recognise outstanding contributions to the marketplace.

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