Media veteran calls for revolutionary approach to brand building in digital age

With over two decades of experience navigating Nigeria's complex media landscape, educationist and media strategist Olanrewaju Awoyemi is sounding the alarm about the urgent need for media enterprises to revolutionize their brand management approaches.

As traditional broadcasting faces unprecedented competition from digital platforms and streaming services, Awoyemi argues that survival depends on mastering advanced brand management strategies that go far beyond conventional marketing tactics.

"The media industry is experiencing its most dramatic transformation in generations," observes Awoyemi, whose 22-year journey at Daar Communications Plc saw him rise from marketing roles to General Manager for Marketing and Sales before transitioning to educational leadership at Launchforth Group of Schools.

"Companies that continue to rely on outdated brand management approaches are essentially fighting tomorrow's battles with yesterday's weapons."

Drawing from his extensive experience in driving revenue growth – including a notable 30% increase in overall revenue during his tenure at Daar Communications – Awoyemi emphasizes that modern media enterprises must embrace data-driven decision-making.

His perspective is shaped by years of analyzing market trends and audience behavior in Nigeria's competitive broadcast environment, where Africa Independent Television, Raypower FM, and Faaji FM compete for viewer attention and advertiser loyalty.

"In the past, we could rely on intuition and general market knowledge to build brands," he explains.

"Today, successful media enterprises must harness data analytics to understand not just what their audiences consume, but why they consume it, when they engage most actively, and what emotional connections drive their loyalty."

The Lagos-based strategist particularly advocates for what he calls "emotional architecture" in brand building – a concept that emerged from his observations of successful international media brands and his own experience in crafting compelling narratives for diverse Nigerian audiences.

Having worked across multiple platforms and demographics, Awoyemi understands that effective brand management in media requires creating deep emotional connections rather than simply promoting content.

"Storytelling has always been at the heart of media, but we haven't always applied those same storytelling principles to our own brand narratives," he notes.

"The most successful media enterprises today are those that understand their brand story as clearly as they understand the stories they broadcast."

Awoyemi's advocacy for integrated, omnichannel approaches stems from his unique position, which bridges traditional media and modern educational leadership.

As someone who has managed marketing campaigns across television, radio, and emerging digital platforms, he recognizes that consistency across all touchpoints is crucial for brand credibility.

"A radio listener who encounters your brand on social media should experience the same values and quality they associate with your broadcast content," he emphasizes.

"This consistency builds trust, and in media, trust is the foundation of audience loyalty and commercial success."

The media veteran also highlights the transformative potential of emerging technologies in brand management. His experience in strategic planning and resource allocation has taught him that early adoption of innovative tools can provide significant competitive advantages.

He points to artificial intelligence and blockchain technology as game-changers for media enterprises willing to invest in advanced brand management infrastructure.

"These technologies aren't just operational tools – they're brand differentiation opportunities," Awoyemi explains.

"Media companies that can demonstrate transparency in their metrics and personalization in their engagement are positioning themselves as premium brands in an increasingly crowded marketplace."

Perhaps most importantly, Awoyemi emphasizes that effective brand management in the media requires a holistic framework that aligns with long-term organizational objectives.

His transition from media management to educational leadership has reinforced his belief that sustainable brand building requires consistent vision and strategic patience.

"Brand management isn't a marketing department responsibility – it's an organizational commitment," he concludes.

"Media enterprises that understand this principle will not only survive the current transformation but will emerge as industry leaders."