Chain Reactions VP Franklin Ozekhome Unveils Blueprint for Timeless Brands 

As the global marketing landscape undergoes a seismic shift driven by technological disruption and evolving consumer psychology, the traditional blueprints for brand building are being rewritten.

At the center of this transformation is Franklin Ozekhome, Vice President of Strategy and Innovation at Chain Reactions Africa, who recently delivered a landmark keynote address challenging the industry to move past fleeting trends and focus on the “architecture of longevity.

​Speaking at the maiden edition of the Creative and Branding Icons Awards (CBIA), organised by Marketing Space Magazine, Ozekhome addressed an audience of industry titans, creative directors, and brand custodians.

His address, titled “Beyond Creativity: Building Timeless Brands in a Transforming World,” served as a manifesto for a new era of Nigerian marketing, emphasising that iconic status is not a product of luck, but a deliberate calculation of intention and time.

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​Ozekhome opened his session by addressing the industry’s obsession with real-time metrics. In a world of shrinking attention spans and viral cycles, he argued that many brands mistake “visibility” for “impact.”

​”What truly makes something iconic?” Ozekhome asked the audience. “Is it creativity, visibility, awards, money, or followers? The answer lies deeper. Iconic brands are not created by budgets or fleeting visibility, but by meaning, memory, and momentum.”

​He noted that while thousands of campaigns launch annually, only a fraction survive the “test of time”—the ultimate judge of relevance. He challenged practitioners to stop thinking in terms of campaign cycles and start thinking in terms of continuums, ensuring that every brand interaction builds toward a lasting cultural legacy.

​A highlight of the keynote was Ozekhome’s unveiling of the “Seven Laws of Iconic Brands.” These principles provide a framework for brands seeking to transcend their categories and become cultural staples. The laws emphasise: ​Belief Systems: Defining a core truth that guides every action.

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​Ozekhome stressed that for agencies, this requires a fundamental shift from being “content producers” to becoming “cultural architects.” A Mirror for the Industry.

The event, held in the heart of Lagos, also marked a significant milestone for the organisers. Lukman Ishau, CEO of Marketing Space Magazine, explained that the CBIA was established to fill a critical gap in the industry: the recognition of the individuals behind the brands.

​”This is a deliberate shift from celebrating brands alone to recognising the individuals whose creativity, strategy, and innovation give life to those brands,” Ishau remarked.