Marketing experts, storytellers and industry leaders spotlight authenticity, relevance and cultural resonance as keys to winning consumer trust
Leading marketing and communications firm, Verdant Zeal Group Limited, has convened the 14th edition of its flagship Innovention Series, bringing together industry thought leaders to examine the evolving power of influence, storytelling and consumer culture in Nigeria’s brand economy.
The virtual roundtable, themed “The Business of Influence: Brands, Storytelling & Consumer Culture,” provided a platform for leading voices across marketing, communications, storytelling and consumer culture to explore how brands can harness influence to remain relevant, trusted and culturally connected in an increasingly competitive marketplace.
Since its launch in 2012, the Innovention Series has established itself as a thought-leadership platform dedicated to challenging conventional thinking, interrogating Africa’s development trajectory and promoting transformative ideas capable of driving sustainable progress.
Delivering the keynote address, Executive Vice Chairman of Verdant Zeal Group, Dr. Tunji Olugbodi, described influence as more than a marketing tool, stressing its growing importance to business expansion and long-term brand success.
According to him, “influence is not just a marketing outcome; it is a catalyst for business expansion.”
Dr. Olugbodi noted that in today’s marketplace, attention has become a valuable form of currency, making it imperative for brands to move beyond conventional promotional strategies and build authentic, human-centred narratives that connect meaningfully with consumers.
He explained that the real value of influence goes beyond likes, impressions and hashtags, noting that successful brands are those capable of both shaping and being shaped by the everyday culture of their consumers.
He identified key principles that brands must embrace to build lasting influence, including authenticity, community-driven storytelling, local innovation, consistency and character.
On authenticity, he emphasised the importance of building narratives alongside communities rather than speaking at them. He also advocated storytelling over aggressive selling, encouraging brands to create genuine conversations instead of adding to promotional noise.
He further urged businesses to embrace local innovation by developing campaigns rooted in uniquely Nigerian experiences, from the vibrancy of Owambe culture to the resilience, creativity and entrepreneurial spirit associated with the Nigerian hustle.
According to him, consistency and character are equally critical, as brands must remain faithful to their promises, values and identities if they are to earn and retain consumer trust.
Dr. Olugbodi also described influence as “smart business,” citing industry reports indicating that brands with strong narrative identities tend to enjoy stronger consumer loyalty and greater pricing power.
He, however, cautioned Nigerian brands against pursuing influence at the expense of integrity, stressing the need to ensure that consumer culture remains a reflection of society rather than becoming a distortion of it.
In his closing remarks, Dr. Olugbodi reaffirmed Verdant Zeal’s commitment to sustaining meaningful conversations around innovation, creativity and societal development through the Innovention Series.
He noted that, for more than a decade, the platform has continued to provide an avenue for thought leaders and industry stakeholders across Africa to challenge established ideas, exchange perspectives and develop innovative approaches to the continent’s most pressing challenges.
The 14th Innovention Series ultimately reinforced a growing reality in the marketing landscape: brands that understand culture, tell authentic stories and earn genuine consumer trust are better positioned to influence markets and drive sustainable business growth.