Attention is Currency: Verdant Roundtable Unpack the Business of Influence | ClipTV Online

Leading marketing and communications firm, Verdant Zeal Group Limited, hosted the 14th edition of its flagship Innovention Series. The event brought marketing experts, storytelling, and consumer culture to explore how brands can leverage influence to strengthen connections with consumers.

The virtual roundtable was themed “The Business of Influence: Brands, Storytelling & Consumer Culture.” It featured the changing landscape of Nigeria’s brand economy and emphasized the growing importance of trust. Additionally, it focused on relevance, authenticity, and cultural resonance for brand success.

Since its founding in 2012, the Innovention Series has served as a platform for thought leadership and challenging traditional views. Also, it explored Africa’s development paths, and promoting ideas that drive positive change.

Delivering the keynote address, Dr. Tunji Olugbodi, the Executive Vice Chairman of Verdant Zeal Group, described influence as more than just a marketing outcome. He noted that it has become a catalyst for business growth.

Olugbodi stated that the rising competition for consumer attention requires brands to go beyond traditional promotional methods and craft authenticity. He however recommend human-centric stories that connect with people’s daily lives.

He identified authenticity, community-driven storytelling, local innovation, consistency, and character as essential elements for brands seeking meaningful influence.

Olugbodi further emphasized that brands should develop narratives in collaboration with their communities. He added that prioritizing storytelling over aggressive selling, fostering genuine conversations instead of promotional noise.

He also urged brands to incorporate distinctly Nigerian experiences and cultural contexts into their campaigns. Olugbodi cited examples from Owambe culture to the resilience and creativity associated with the Nigerian hustle.

“Attention has become currency, and brands that succeed are those that tell authentic and human related stories,” Olugbodi said. He added that influence should ultimately be rooted in integrity and a brand’s ability to deliver on its promises consistently.

Furthermore, he remarked that influence is smart business, noting that strong narrative identities can boost customer loyalty and improve a brand’s competitiveness.

The Verdant Zeal leader warned against pursuing influence at the cost of integrity, stressing the importance of aligning engagement with consumer culture to society accurately rather than distorting it.

The roundtable highlighted the increasing importance of storytelling and cultural awareness in building brands that remain relevant in a competitive marketplace.

In his closing remarks, Olugbodi reaffirmed Verdant Zeal’s commitment to using the Innovention Series as a platform for ongoing dialogue, innovation, and thought leadership across Africa.