Follow Us on Google
Associate Director of Strategy at SO&U Group, Aniekan Ufot, has identified weak brand storytelling as one of the biggest challenges facing businesses today.
Ufot argued that many brands struggle not because of a lack of content but because they fail to communicate a clear, consistent and compelling narrative. He made the remark during a strategic marketing session organised for marketing leaders across the UAC Group portfolio, including Gala Sausage Roll, UAC Foods, Zuri Seasoning, and Chivita | Hollandia.
Speaking on the evolving marketing landscape, he noted that while brands are producing more content than ever in a bid to capture consumer attention, much of it fails to create meaningful connections or deliver measurable business outcomes.
According to him, brands often become trapped in a cycle of continuous content creation while neglecting the development of a distinctive story capable of resonating with consumers across every touchpoint.
Drawing on his experience in strategic communications and brand development, Ufot challenged the assumption that increased content output automatically translates into stronger consumer engagement. He stressed that lasting competitive advantage comes from building narratives that consumers can understand, trust and identify with. He further described storytelling as a strategic business tool rather than merely a creative exercise, explaining that brands can leverage the principles of Ethos, Logos and Pathos to strengthen credibility, forge emotional bonds and cultivate long-term customer loyalty.
Using global brands such as , and as examples, Ufot demonstrated how successful organisations consistently communicate a clear worldview that extends beyond products and promotions to become part of consumers’ identities and aspirations.
The session also examined how a unified brand narrative can be adapted across different platforms without losing its core message. Through case studies including Pantone’s “Make It Brilliant” campaign, Magnum’s premium positioning, Ben & Jerry’s culture-driven personality and Mountain Dew Colombia’s award-winning “Dew Tool” campaign, participants explored practical approaches to turning products into experiences and customers into brand advocates.
Beyond creative execution, Ufot highlighted the commercial value of effective storytelling, urging marketers to focus less on vanity metrics such as impressions and engagement rates and more on indicators that directly influence business performance, including market share growth, customer acquisition efficiency, pricing power and long-term brand equity.
He concluded that in an increasingly crowded marketplace, brands that succeed are not necessarily those that generate the most content, but those that tell the clearest and most compelling stories.
