The Journal of Impactful Communication (TJIC)

 By Ishola N. Ayodele, fimc-CMC, ME "The burden of understanding in communication does not lie with the audience, it lies with the communicator" Ishola Ayodele In April 2017, employees of United Airlines forcibly removed Dr. David Dao from a fully booked United Express flight. The CEO’s initial defensive response describing the brutalised passenger as “disruptive and belligerent” was widely decoded as callous, amplifying outrage on social media far beyond the incident itself. Within weeks, the company lost $1.4 billion in market value. That episode marked the beginning of my Communication without Communicating series. Similarly, the recent post titled “HOW EL RUFAI's MUM CHANGED THE POLITICAL CALCULUS IN NIGERIA” by Dele Momodu particularly the line, “Thanks to the death of Mallam El-Rufai’s mum” is a classic example of this phenomenon. The backlash that followed Momodu’s post, amplified by voices like Reno Omokri and Femi Fani-Kayode, underscores a principle I have long ...

By Ishola N. Ayodele, fimc-CMC “An admirable brand is one that inspires awe through integrity and excellence.” Ishola Ayodele   In today’s algorithm-driven economy, brands are rewarded for visibility, not integrity. Content is cheap. Attention is expensive. And AI has made it dangerously easy to sound intelligent without being truthful. The admirable brands are the ones that have successfully moved from visibility to credibility. What exactly is an admirable brand? “Admirable” springs from the Latin word “admirabilis” meaning "worthy of admiration" or "wonderful." That is, evoking something that inspires awe. An admirable brand is one that inspires awe through integrity and excellence. Marketing scholars C. Whan Park, Deborah J. MacInnis, and Andreas B. Eisingerich, in their groundbreaking book Brand Admiration: Building a Business People Love (2016), define brand admiration as the degree to which customers develop a deep, personal connection with a brand throu...

By Ishola N. Ayodele "What separates brands that are seen from brands that are felt is RESONANCE" Ishola Ayodele About the Brand Peak Milk, a flagship brand in Nigeria’s dairy category, has built decades of equity around nourishment, trust, and family well-being. Positioned not just as a product but as a household companion, the brand has consistently aligned itself with moments of care, unity, and cultural significance particularly during Ramadan, where nourishment transcends the physical to embrace emotional and spiritual connection. Over the years, Peak has evolved from a functional dairy provider into a symbol of shared goodness and everyday generosity. Background In an increasingly cluttered marketing landscape, where brands compete aggressively for attention during festive periods, Ramadan campaigns risk becoming predictable, performative, and transactional. Many brands chase visibility, but few achieve meaningful cultural integration. At the same time, Nigerian ...