my case studies
Rebranding His Royal Highness Sanusi Lamido
background
Following his dethronement as Emir of Kano and a controversial tenure as CBN Governor, Sanusi Lamido Sanusi faced polarized public perception. While seen as a leader of integrity and reform, he had strong opposition. After leaving his royal role, he focused on advocating for UN Sustainable Development Goals (SDGs) 5 & 6—gender equality and clean water access. My role was to rebuild his reputation and amplify his advocacy efforts.
strategy
- Positioned him as a thought leader through global speaking engagements and media features.
- Shifted the narrative from political controversy to his development impact.
- Strengthened partnerships with international organizations supporting SDG 5 & 6.
- Revitalized his digital presence, making his advocacy work more visible and engaging.
outcome
Sanusi reclaimed his influence beyond traditional leadership. His advocacy gained global recognition, securing key partnerships and amplifying his impact. His reputation transformed from a dethroned monarch to a respected policy influencer and advocate for sustainable development.
conclusion
This case highlighted the power of strategic brand repositioning. It proved that a leader’s legacy is shaped not by setbacks but by their continued impact.
Crafting a Political Narrative for a Major Presidential Campaign in Nigeria
background
In 2021/2022, I had the rare opportunity to work with Creative Intelligence Group on the presidential campaign of Atiku Abubakar, the candidate of the People’s Democratic Party (PDP). My role was strictly professional, and I had no political affiliations or motivations. This was not an endorsement of PDP or Atiku Abubakar. It was a strategic branding and communications project where I was entrusted with shaping key messaging for one of the most high-stakes elections in Nigeria’s history.
At the time, it was one of the biggest projects of my career. Despite this, I was given the responsibility of directing a core aspect of the strategy team. The weight of this project was immense. It was a chance to apply my expertise in branding, psychology, and narrative-building on a national stage.
strategy
- I proposed a bold and unconventional approach. Instead of trying to defend Atiku’s past, I directed the strategy team to shift the focus to his running mate. Peter Obi had organic credibility, particularly among young Nigerians and professionals. The key was to let Obi’s reputation work for the ticket.
- We crafted a messaging strategy that positioned Obi as the brains of the operation. We emphasized his expertise in economics, governance, and accountability. The campaign narrative subtly framed the election as a chance to bring in Peter Obi’s policies and ideas while presenting Atiku as the experienced political figure who could get them implemented. This approach helped ease some of the doubts about Atiku.
- This strategy resonated deeply with a large segment of the Nigerian electorate. The campaign gained significant momentum, particularly among young people and the urban middle class. Many voters who were skeptical of Atiku began considering the ticket because of Obi’s involvement.
outcome
I proposed a bold and unconventional approach. Instead of trying to defend Atiku’s past, I directed the strategy team to shift the focus to his running mate. Peter Obi had organic credibility, particularly among young Nigerians and professionals. The key was to let Obi’s reputation work for the ticket. We crafted a messaging strategy that positioned Obi as the brains of the operation. We emphasized his expertise in economics, governance, and accountability. The campaign narrative subtly framed the election as a chance to bring in Peter Obi’s policies and ideas while presenting Atiku as the experienced political figure who could get them implemented. This approach helped ease some of the doubts about Atiku. This strategy resonated deeply with a large segment of the Nigerian electorate. The campaign gained significant momentum, particularly among young people and the urban middle class. Many voters who were skeptical of Atiku began considering the ticket because of Obi’s involvement.
conclusion
Being trusted with such a high-stakes project early in my career was a defining moment. It was an affirmation of my ability to think critically, craft compelling narratives, and lead high-level strategic direction. While the election was not won, the impact of the strategy proved that ideas, when executed with precision, have the power to outlive their original purpose.
This case study is a testament to the fact that great strategy does not just seek immediate results. It plants seeds that can grow into something bigger than anyone initially imagined.
Driving Brand Awareness for Asiko Energy’s Public Listing
background
Asiko Energy, a key player in Nigeria’s energy sector, was preparing for its public listing. To support this milestone, the company needed to elevate its public profile, build trust, and create brand visibility across key stakeholders including investors, regulators, and the general public. I was brought on board to lead the brand awareness campaign during this crucial transition.
strategy
- Brand Positioning: Refined Asiko Energy’s brand identity and aligned messaging with investor expectations and ESG (Environmental, Social, and Governance) standards.
- Media Campaigns: Rolled out targeted media placements in business, finance, and energy publications to drive visibility and credibility.
- Stakeholder Engagement: Designed tailored communication for industry stakeholders and regulatory bodies to reinforce Asiko’s stability and long-term value.
- Content Strategy: Developed a high-impact content pipeline, including thought leadership articles, CEO features, explainer videos, and testimonials.
- Event Branding: Coordinated brand representation at pre-listing events, roadshows, and media briefings.
outcome
Asiko Energy saw a significant increase in brand recall and positive media mentions.
The campaign created a strong narrative around the company’s vision and market strength.
The campaign created a strong narrative around the company’s vision and market strength.
conclusion
This project proved that strategic brand storytelling and visibility are essential when moving from a private entity to the public market. By building trust and awareness, we positioned Asiko Energy not just as a business, but as a vision-driven leader in Nigeria’s energy future.
