“Brand experience is not a single encounter it’s the entire journey. If your brand were a person, what story would people tell about it?” — Feyi Olubodun

In a stirring keynote at the recently held Africa Marketing and e-Commerce Conference in Lagos, renowned marketing strategist Feyi Olubodun challenged business leaders, marketers, and brand managers to reimagine the role of brand experience in driving sustainable business growth across the continent.

Feyi Olubodun, widely considered an emerging authority on the African consumer, is the Founder and Managing Partner at Open Squares, a marketing strategy consulting firm dedicated to guiding companies looking to enter or expand in African markets. With a mission to “interpret Africa for businesses with an Africa focus,” Open Squares helps brands navigate the continent’s unique cultural, economic, and consumer dynamics. Olubodun is a Global Executive MBA graduate of the Fuqua School of Business, Duke University (Class of 2015) and has delivered high-impact talks at international platforms such as ESCP Europe Business School. He is also a respected facilitator for training sessions hosted by the Association of Advertising Agencies of Nigeria (AAAN) and the Lagos Business School MBA programme.

Decoding the Heart of Brand Experience

Delivering his keynote on the theme Driving Growth by Creating Great Experiences with Your Brand, Olubodun opened with a message that resonated deeply with the audience:

“When people think of ‘experience,’ they often imagine music shows, brand activations, or flashy events. But brand experience is much more than that. It’s how your consumers perceive and talk about your brand based on every interaction they’ve ever had with it.”

He described brand experience as the sum of all encounters a consumer has with a brand — from the first impression to post-purchase engagement. Drawing from both his academic training and industry experience, Olubodun likened brand perception to human relationships. “If your brand were a person, people would describe their experience with it just like they would with another human being. It’s not about a one-time event — it’s about the entire journey.”

Experience as Economic Value

Expanding on the economic significance of brand experience, Olubodun referenced the theory of the “experience economy” popularized by Joseph Pine and James Gilmore. He explained that every offering begins as a commodity but evolves through value-adding layers: from product, to service, to memorable experience.

Using the analogy of local gin, he said, “You can buy local gin in a nylon wrap on the street — it’s raw, cheap, and unbranded. But once someone refines it, packages it, and serves it in a luxury bar with a story and ambiance, it transforms into an experience. At that point, people are no longer buying just the drink — they’re buying into a memory.”

Olubodun emphasized that customisation is the bridge between a mere product and a meaningful experience. He noted that consumers now seek brands that not only serve a function but resonate with their values and aspirations. “A product is what you make. A brand is why people buy it,” he said.

The Risk of Commoditisation

The keynote address also explored the risks of staying at the commodity or product level. According to Olubodun, “The more commoditised your product is, the less value you can capture from it. Sales teams might think brand experience is fluff, but over time, it is what differentiates you and builds long-term loyalty.”

He urged businesses to look beyond short-term profits and consider the transformational power of experiences. “If you’re thinking about building something that lasts something resilient, then you must invest in the experience. Experiences are what embed brands in the hearts of consumers.”

Building Resilient Brands for the African Market

With Africa’s consumer landscape evolving rapidly due to digital penetration, rising middle-class incomes, and cultural dynamism, Olubodun’s insights come at a crucial time. He warned that brands which fail to understand and adapt to Africa’s diversity risk irrelevance. “There is no one-size-fits-all approach to the African market. You must interpret each context, listen deeply, and design experiences that connect with people emotionally and culturally.”

Through Open Squares, Olubodun and his team have continued to support multinational and indigenous brands in decoding Africa’s complex market realities and designing strategies rooted in local insight and global thinking.

A Resonant Message for Today’s Marketers

Feyi Olubodun’s keynote was widely praised as a highlight of the Africa Marketing and e-Commerce Conference. His deep understanding of African consumers, combined with his clear articulation of brand principles, provided attendees with a fresh lens for approaching brand growth and consumer engagement.

In a market where attention is fleeting and competition fierce, his message was clear:

“Experiences are not optional. They are the currency of relevance, value, and longevity in today’s market. If you want your brand to be remembered — make it an experience worth remembering.”