The Journal of Impactful Communication (TJIC)

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 ...

By Ishola N. Ayodele (fimc-CMC) “The crisis itself does not define the outcome, our action or inaction does” Ishola N. Ayodele Image Co-created with Gemini In March 2026, escalating regional conflict triggered a sudden airspace shutdown across the Gulf. Flights were grounded overnight. Thousands of travellers found themselves trapped in UAE airports, their bookings cancelled, their plans in ruins, and their hotels demanding checkout. Panic could have erupted. Instead, what unfolded was a masterclass in national crisis management – swift, humane, and impeccably coordinated. Within hours, the UAE activated a protocol that not only prevented chaos but restored dignity, trust, and calm. This was no accident. It was the result of deliberate design. As Steven Fink, author of the seminal Crisis Management: Planning for the Inevitable (1986), warns: “Crises are, in a word, inevitable, and those macho companies that think, ‘it can’t happen here,’ or if it does, ‘I can handle it,’ will suffe...

 By Ishola N. Ayodele (fimc-CMC) In the high-stakes arena of international media, where narratives shape perceptions and influence policy, Nigeria's recent forays into global interviews have exposed critical flaws in strategic communication. The appearances of Daniel Bwala, spokesperson for President Bola Tinubu, on Mehdi Hasan's Head to Head on Al Jazeera and Foreign Minister Yusuf Tuggar on Piers Morgan Uncensored were intended to defend the administration's record on security, corruption, and governance. Instead, they unraveled into spectacles of evasion, denial, and contradiction, amplifying global scrutiny rather than mitigating it. As a seasoned PR professional with decades of experience advising clients on high-profile engagements, I've watched these unfold with a mix of dismay and recognition. These are not isolated blunders but symptoms of deeper systemic issues in how Nigerian leaders approach media. Drawing from communication theories, psychological insight...