@secondarycity.tech: Olu Akanmu is the former President & Co-CEO, OPay Nigeria and Academic Director, Lagos Business School and the marketing veteran who watched the discipline he spent 30 years building get replaced by a model that produces followers without loyalty and reach without relationship. In this clip, he draws the line that most African brand builders are not willing to draw out loud. Influencer marketing works in the short term, at the top of the funnel, as a visibility tool. What it does not build is the direct emotional connection between brand and customer that makes a consumer franchise endure through pricing pressure, competitive entry, and market disruption. This insight comes from experience. Olu built consumer franchises at Airtel, MTN, and OPay using the principles of direct brand building and watched those franchises outlast the market cycles that claimed competitors who had more influencer reach and less brand equity. For founders, especially in secondary cities: Stop measuring your brand health by your influencer reach numbers. Build the direct emotional connection that survives when the influencer moves on. The brand that endures is the one the customer chose not the one they were sent to. Secondary City Tech

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