Marketing strategist challenges UAC Group leaders in Lagos, stressing need for consistent narratives over content volume

Aniekan Ufot, Associate Director of Strategy at SO&U Group, has called on Nigerian brands to prioritise storytelling as a core business strategy, rather than focusing solely on producing more content. Ufot delivered this message during a strategic marketing session held for leaders across the UAC Group portfolio in Lagos on Wednesday.

The session brought together marketing executives from multiple sectors under the UAC Group. Ufot, known for his expertise in brand development and strategic communications, told participants that many companies are struggling not because they lack content, but because they have failed to create a clear and compelling brand narrative. He argued that the endless pursuit of more content often leads to confusion rather than stronger engagement with consumers.

“Brands frequently fall into the trap of churning out content without establishing a story that connects every touchpoint with the consumer,” Ufot said. He described storytelling as a discipline that should be integrated into business planning and growth strategies, rather than being treated as just another creative exercise.

The focus on narrative comes at a time when Nigerian consumers are increasingly bombarded by marketing messages from both local and international brands. Industry observers say only those brands that can articulate a consistent and believable story will stand out in Nigeria’s competitive marketplace.

Ufot’s remarks have sparked renewed discussion among marketing professionals about how best to achieve sustainable business growth in Nigeria’s challenging economic climate. As brands seek to gain an edge in sectors ranging from food manufacturing to retail, many are now reconsidering their approach to consumer engagement—placing storytelling at the heart of their strategy moving forward.

Source: https://guardian.ng/business-services/ufot-champions-storytelling-as-business-growth-strategy/