Building trust, authentic connections isn’t sprint; it’s a marathon – Israel-Ayide
By Abimbola Mohammed
In a world where quick wins and measurable outcomes are increasingly prioritised, Public Relations expert Edwards Israel-Ayide, Founder/CEO of Carpe Diem Solution, has cautioned against sacrificing long-term brand building for short-term gains.
Israel-Ayide’s remarks were coming on the heels of a fascinating analysis by Erik Mashkilleyson, which highlighted Nike’s recent struggles and serve as a stark reminder of the importance of authenticity and trust in branding.
According to him, the temptation to focus on immediate results is understandable, particularly in today’s digital-first and data-driven landscape. “What’s the ROI?” “How many impressions did we get?” “Can we measure the impact?” are all valid questions, but they don’t tell the whole story.”
He made this submission on his LinkedIn page where he stressed that, especially in African markets, relationships, cultural connections, and trust are essential components of successful branding.
Mashkilleyson’s analysis of Nike’s challenges serves as a prime example of what can go wrong when brands prioritise measurable outcomes over authenticity. By replacing inspiring brand campaigns with tactical sales messages and trading category expertise for generic data patterns, Nike suffered a staggering $25 billion drop in market value.
Israel-Ayide noted that this phenomenon is not unique to global brands like Nike. In his experience as an African PR professional, he has encountered numerous clients who expect immediate results and are willing to sacrifice long-term brand building to achieve them.
“If it doesn’t go viral or get immediate coverage, what’s the point?” is a sentiment he has heard all too often.
However, the PR expert insisted that “building trust and authentic connections isn’t a sprint; it’s a marathon. The brands we genuinely trust have earned that trust through consistent, authentic engagement over time. It was built through showing up when it matters. Through understanding and respecting cultural nuances. Through playing the long game.”
While acknowledging the importance of measuring what can be measured, he emphasised that some of the most significant wins in PR may not be immediately quantifiable. He cited examples such as the trader in a village who remembers a brand’s community impact from years ago, or the customer who chooses a brand because they trust its voice in crucial moments.
Nike’s journey back to authenticity, as evident in their recent “Winning Isn’t for Everyone” campaign for the 2024 Paris Olympics, serves as a powerful reminder of the importance of prioritising brand building over quick wins. By sparking conversations that matter and creating work that connects with both culture and human nature, Nike is once again demonstrating the value of playing the long game.
The PRman concluded by saying, “our real value lies in how we help brands build trust, authenticity, and genuine connections over time.”
In a world where the pressure for quick wins is unlikely to dissipate, Israel-Ayide’s words serve as a timely reminder of the importance of prioritising long-term brand building in PR.
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