Ozekhome cautions marketers against risk of losing relevance by chasing trends without authenticity
By Felicia Nwosu
Franklin Ozekhome, a seasoned strategist and co-founder of Maskvrade has warned that brands and marketers are increasingly struggling to keep up with the rapid evolution of culture, leading to a loss of authenticity and consumer trust. Stating this on MARKETING EDGE ONTV during an interview in Lagos, he argued that when brands consistently chase trends without a clear perspective, they risk alienating both customers and their core audience.
“So when you do that a few times, brands begin to run away, customers begin to run away from you even your key audience. because they don’t feel it’s authentic and natural. You’re trying to exploit what you think is trending and it’s not a bad thing to do that, but you must come in with your own point of view rather than just using it to create awareness and immediately sell a product.”
He points out that culture moves at its own speed, often faster than marketing strategies can keep up. “Our traditional way of doing things is to see something trending, develop a strategy, and then execute. But by the time that happens, the trend has moved on.”
The pop culture strategist emphasised that culture is not something brands can own or control, it is fluid and shaped by various subcultures. A trend that starts globally can take on different forms in places like Ajegunle, Port Harcourt, Ibadan, and Jos. Whatever you see on the streets of Victoria Island is different from what’s happening somewhere in Jos. People give culture their own flavor.”
According to him, for brands to succeed, they must understand cultural intelligence and work with community gatekeepers, individuals who naturally shape and influence cultural movements, reaffirming that, unlike, influencers who may promote products for commercial gain, that these gatekeepers engage with their communities authentically.
He cited the example of Warican founder, Lauren Zuba, who built a wellness movement organically by sharing his personal fitness journey.
“He wasn’t trying to be an influencer; he was just being himself. Eventually, his movement spread beyond Nigeria, and only later did he monetize it. If I were a marketer, that’s the kind of person I would work with.”
He believes the rise of micro-creators, especially those who engage with niche communities in an authentic way, that presents a major opportunity for brands
“Consumers see through inauthentic marketing. Brands must recognize that cultural influence comes from real engagement, not scripted promotions.”
He therefore stressed that understanding cultural patterns allows brands to create their own trends rather than simply reacting to what’s already happening. “Culture is king, not content. Content morphs depending on the cultural context in which it exists.”
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