Ozekhome champions story living at MARKETING EDGE Fireside Chat
By Felicia Nwosu
Franklin Ozekhome, a seasoned strategist and co-founder of Maskvrade, challenged the traditional concept of storytelling in marketing at MARKETING EDGE’s one-day intensive Fireside Conversation held today at the publication’s corporate office in Ikeja, Lagos. He argued that the industry must evolve beyond simply telling stories and embrace “story living,” a paradigm shift where brands create immersive and interactive experiences for consumers.
The program, designed to enhance the capacity, skills, and competence of marketing professionals, aimed to equip attendees for strategic positioning within today’s competitive market. MARKETING EDGE, a leading brand-centric, marketing, and advertising publication, curated the event, featuring a diverse lineup of industry intellectuals across the Integrated Marketing Communications (IMC) spectrum.
The renowned brand strategist, ignited the conversation by asserting that “telling doesn’t do anything” in the current digital landscape. He emphasized that consumers are already actively engaging with brands and crafting their own narratives, whether brands participate or not. Therefore, he believes it’s crucial for brands to facilitate these organic experiences rather than relying on outdated broadcast models.
He stressed the importance of understanding current and emerging trends to effectively guide clients toward this new era of authentic brand engagement. Ozekhome champions “story living” as the future of brand engagement, where consumers become active participants in the brand’s narrative, not just passive recipients.
The brand builder, who has been in the advertising industry for nearly two decades, drew upon his extensive experience working with diverse brands. He criticized the superficial approach to trend analysis often seen in the industry, advocating for a deeper understanding that goes beyond surface-level observations. He believes that campaigns should be sustainable and contribute to the growth of not just brands, but also economies and societies. He challenged the industry to move beyond simply creating content and focus on crafting compelling narratives that resonate with audiences.
The pop culture advocate introduced Maskvrade, a storytelling platform he co-founded, as a practical example of his “story living” philosophy. The platform aims to demystify culture and leverage it as a foundation for content creation. He firmly believes that “culture is king,” arguing that it adds unique flavor and context to content, differentiating it across regions and demographics. He used examples to illustrate how cultural nuances can drastically alter the meaning of a message.
The marketing expert discussed the evolution of storytelling, from ancient oral traditions to AI-generated narratives, highlighting the power of stories to shape beliefs, mobilize communities, and create lasting symbols. He used examples like Apple’s iconic billboard ads to demonstrate how powerful imagery can tell a story without words. He also recommended the works of historian Yuval Noah Harari for a deeper understanding of storytelling and its impact on humanity.
As a tech-wizkid, he defined storytelling as the art of shaping information into an emotionally impactful sequence, emphasizing the importance of shared experiences and sparking imagination. He reiterated the need to move from “storytelling” to “story living,” where audiences become active participants.
He presented a “story living framework,” outlining key components like content (with context), emotion, purpose, action, and symbolism (leading to consistency). He stressed that content must have context to be meaningful and that stories should evoke emotions, serve a purpose, and inspire action. He concluded by emphasizing the importance of authentic symbolism in creating a consistent brand narrative..
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