By Adim Isiakpona, CEO, Riquesa Africa

We live in a world overflowing with noise, endless ads, and brands battling for attention. Yet, the truth remains that attention alone does not build influence. Influence happens when people truly connect with your brand so much that it becomes part of their conversations and choices.

Indeed, attention is the easy part, but  it is influence that is rare. The difference between noise and influence lies in a brand’s ability to spark conversations and build a community that actually cares. Therefore, while many chase visibility, only a few build true connection.

From Campaigns to Conversations

While marketing has traditionally focused on showing and telling, today it equally demands listening and engaging in conversation. Maltina recently launched a Back-to-School campaign with new SKUs and requested our service in planning and executing a press conference with the theme, “Back to School.”

The brief aimed to build an experience that didn’t just engage but transported people, rekindling that familiar feeling of being back in a classroom. Consequently, we turned an empty space into a living, breathing school experience—and the reactions said it all. Guests didn’t just see it; they felt it!

The modern consumer now seeks authenticity over attention. They connect with brands that reflect their values, aspirations, and cultural identity. As a result, the most successful brands today build relationships, not just visibility.

Riquesa’s Advantage

Our edge?, it is People, always. We study their flow, understand what drives them, and uncover the “why” behind their everyday choices. Furthermore, we listen, learn, and turn those insights into ideas that actually connect.

This is how we move from knowing to doing from strategy that’s intentional to creativity that hits, and experiences that stay with you. Every idea we execute starts with empathy and ends with resonance.

Moving from Noise to Real Influence

So, how do brands move from noise to real influence? The journey begins with storytelling over slogans. People do not connect with taglines; they connect with emotions and narratives that reflect who they are and what they care about.

Next, brands must become part of culture. Music, fashion, language, and lifestyle are not just trends; they are  the spaces where meaning lives. Therefore, the most impactful brands do not  just watch culture; they participate in it.

Then, brands must build communities, not just customer bases. Loyalty is born from belonging. When people feel seen, included, and valued, they naturally become your strongest advocates.

And finally, brands must stand for something real. Purpose is no longer optional. Today’s audiences gravitate toward brands that align with their values and reflect their vision of a better world. Because, in the end, influence is not about being everywhere but  about mattering where it counts.

Why It Matters

Influence matters because it lasts. It lingers beyond a campaign, outlives a trend, and continues to shape how people see and engage with your brand. When a brand truly influences, people do not just buy from it; they believe in it. They carry its values, share its message, and become part of its story.

At Riquesa Africa, this is what drives us is by helping brands move beyond the noise to become part of the culture. We focus not just on talking to audiences but on connecting with them in ways that inspire trust and loyalty.

Indeed, the rules of marketing have changed. Success no longer belongs to the loudest voices but to those that connect most deeply. And if you are  not doing it with Riquesa, you’re doing it wrong.

Reach out to us today at [email protected].