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The Villager speaks African culture in global market


Feyisola Olubodun

Managing Director of Insight Publicis Nigeria, Mr. Feyi Olubodun, is out with a new book titled The Villager, which gives a panoramic view on the African culture. At the launch, keynote speaker and Chairman, Diamond Bank, Prof. Chris Ogbechie, captured its essence when he said culture has a big role in impacting brands, as branding is not just a name, logo or picture but all about experience.

“We can’t think of experiencing something without looking at the cultural dimension,” he said. “We are trying to build a culture for our coming generation because the way they see Nigeria is different from the way we adults see it. It was very courageous for the author to put his experience in writing for the younger generation.”

According to him, the book will provide an invigorating effect for all kinds and levels of individuals and those who aim at placing Africa in a modern, dynamic, global world. The presentation of the book was recently held in Lagos. Among those in attendance included Olu Akanmu, Executive Director, Retail Banking, FCMB, Marketing Director, Nigerian Breweries Plc, Franco Maria Maggi and many others.


While reviewing the book, Olu Akanmu, said, “The book is very interesting and poses as a psychological perspective on the behaviour of the African consumer. Brand, most especially the international ones that want to connect to the African consumer, will find the book invaluable for its diverse and unique Afrocentric cultural insights for building strong brand positioning.”

Feyi Olubodun, who further described himself as a villager, said African culture has some real values that need to be owned and understood when it comes to building plans and dreams.

According to him, “The future of digital and advertising in Africa is content because Africa is a storytelling continent. But we can’t think of the future or anything digital without taking the youth, a big part of the continent’s population, into consideration. The young ones within the continent population are generally facing this tension of globalization, which is making the world a smaller place to them.

“In the book, ‘The Villager’ is not seen as the physical space any longer since the consumer has left there. It is a psychological construct that defines the African consumer. It is his world view, the essential filter through which he engages products and consumer brands.

“Unfortunately in the past two or three decades, as Africans, we haven’t properly framed our culture for what it is. We’ve spent a lot of time looking to the West for our own definition. We’ve looked down on our own culture and felt that our own culture is inferior because we don’t have the same kind of rules and technology that the West has.”

Olubodun told reporters that the book launch was motivated by his drive to add value and contribute to the industry, which would make a great impact in changing the economy. He further urged all marketing practitioners to do the same because there are lots of experiences to share to younger and present generation.

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