Mr. Kelechi Nwosu, Managing Director, TBWA Concept, has called on the SMEs in the country to adopt the techniques that would grow them through branding and marketing or face crashing.

Nwosu made this call during the SME breakfast hosted by TBWA Concept on Thursday in Lagos with the theme “Growing SMEs through Brands and Marketing”.

He advised that SMEs should endeavour to carve a niche for themselves, adding that they should be branded distinctly as it would urge consumers to go for their products.

“My mission is brands evangelism, it on how SMEs would use branding to advance the growth. It is about capturing the market through brand loyalty,” Nwosu said.

He noted that 96 percent of businesses in Nigeria are SMEs, and that they contribute 48 percent of the country’s GDP.

He said: “The relationship is to see how we can collaborate with Aba SMEs with branding that meets international standard. Aba is the Japan of Africa, the city of hard work.”

Nwosu explained: “Brand is a bundle of benefit to the owner, purpose, proposition, personality and positioning is required in branding. A brand is the memories, the stories, and the experience the consumer has with you. When people experience your brand, they come up with the preposition that your brand is different. Apple is a success because of its exceptionality in branding.”

Nwosu stated that over 800,000 are produced in Aba daily, for local and export demands, adding that over 150,000 dress makers in country are churning out over 1.5 million trendy dresses weekly, while over 30,000 local fabricators are producing industrial equipment daily.

Earlier in his welcome address, Osibo Imhoitsike, Business Director, TBWA, stated that the company provides marketing network for global products, adding that teaching SMEs to drive growth through branding, marketing and social media networks was part of its obligations.

•R-L: Managing Director, TBWA Concept, Mr. Kelechi Nwosu, Fashion Designer Mai Atafo, and Chief Executive Officer, UB 40 Advertising, Mr. Sola Lawson, at the unveiling of TBWA Concept SME Shop in Lagos recently.