Franklin Ozekhome, a leading figure in Nigeria's marketing and communications sector, has issued a powerful call to action for brand leaders across the nation. Speaking at a prestigious industry event in Lagos, he emphasized that the future belongs to brands built on a foundation of deep purpose, remarkable adaptability, and unwavering consistency.
The Three Pillars of an Iconic Brand
Addressing a distinguished audience at the Creative & Branding Icons Award 2025, Ozekhome, who serves as the Executive Vice President for Strategy and Innovation at Chain Reactions Africa, laid out a clear framework for enduring success. He posited that truly iconic brands are not created by chance or fleeting trends but are constructed through three enduring forces: meaning, memory, and momentum.
"What truly makes something iconic?" Ozekhome challenged the attendees. "Is it creativity, visibility, awards, money, or followers?" He argued that an icon is never the result of a single viral campaign or a momentary spotlight. Instead, iconic brands stand for something larger than themselves. They achieve a rare status where they live permanently in people's memories, not just their passing awareness. Furthermore, these brands possess the unique ability to retain their relevance and resonance even as culture, technology, and societal norms undergo constant evolution.
A Necessary Shift in Mindset for Marketers
Ozekhome's speech advocated for a fundamental shift in how brands approach their long-term strategy. He urged leaders to move away from campaign thinking and embrace continuum thinking. This paradigm shift requires prioritizing long-term value and cultural contribution over short-term visibility and quick wins.
According to his thesis, brands must earn the right to endure. This is achieved not through clever marketing tricks but through authentic actions: telling the truth, respecting the intelligence of consumers, and contributing meaningfully to the cultural conversation. In a dynamic market like Nigeria's, this adaptability and genuine purpose are not just advantageous—they are essential for survival and growth.
Celebrating the Architects Behind the Brands
The event also served as the unveiling platform for the new Marketing Space magazine. In his welcome remarks, the magazine's Publisher and Chief Executive Officer, Lukman Ishau, highlighted the core mission of both the publication and the awards ceremony.
"For years, our industry has celebrated brands; those symbols, stories, and identities that resonate with millions," Ishau recalled. "Yet, behind every thriving brand are people whose talents often remain in the background. This afternoon, we shift the spotlight to those individuals."
He described the award as a dedicated platform to honour the thinkers, creatives, strategists, and innovators who operate behind the scenes. These are the individuals who challenge norms, invent new paths, inspire culture, and shape the narratives that stand the test of time. Their behind-the-curtain dedication is the unshakeable foundation upon which great brands are built, and the event aimed to proudly bring their critical contributions to the forefront.
The ceremony, held recently in Lagos, saw other industry leaders like Clara Okoro, Chief Operating Officer of BrandWorld Media, in attendance, underscoring the gathering's significance within Nigeria's vibrant marketing and creative community.
