A growing number of Nigerian brands are spending more on marketing but failing to connect with audiences because their messaging lacks cultural relevance, brand strategist Iyinoluwa Adunade has said.
Adunade, speaking on modern brand strategy, said the core problem facing many companies today is not budget or talent, but the inability to root brand identity in what people already believe and feel.
“What separates brands that achieve deep market resonance from those that merely exist is not a bigger spend or a more sophisticated platform mix. It is cultural intelligence,” Adunade said. “This is the ability to root a brand’s identity in something people already believe, already feel, and already carry with them.”
Culture as a business strategy
Adunade said the approach guided her creative direction for EnterpriseNGR’s _State of Enterprise 2025 Report_, which documents Nigeria’s Financial and Professional Services sector.
Instead of a data-only publication, the report adopted a “Culture
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