brand relevance

From loyalty to relevance: How Gen Z is redefining brand choice

 Historically, reaching the status of a “default brand” was the peak of marketing...

The Marketer’s Playbook for enduring growth

In business, much like in life, success is often seen as the ultimate goal. The accolades,...

Guinness keeps embracing cultural shifts and elevating storytelling to connect with Nigerians on a deeper level- Yinka Bakare, marketing and innovations director

 How have the Guinness brands become integrated into Nigerian social life and cultural...

Brand relevance, marketing, cultural resonance – Olusanya Adesanya, Commercial Director of Guinness Nigeria Plc

 How has Guinness maintained its position as a cultural icon while remaining relevant...

Build, don’t just sell: escaping the trap of short-termism

In today’s marketing landscape, everything is urgent. Budgets are more constrained....