Stanley Obi, marketing strategist, releases new book on brand innovation strategies

After 18 month of research and writing, Stanley Obi, a marketing strategist, has released his book on innovation strategies for brands.

Tilted, ‘The Innovative Trap: Every Move Matters’, the 105- page new book explores the delicate balance brands must maintain in their innovation strategies.

Speaking at the book launch, which took place on February 23, 2025 at Vintano Hotels, Lekki Phase 1, Lagos, Obi explained how seemingly small missteps can significantly impact a brand’s success.

He further used a blend of fiction, comedy, and spoken word to illustrate common pitfalls, particularly the failure to connect with consumers and the loss of sight of a brand’s core purpose. In today’s fast-paced market, Obi emphasised that innovation should solve real problems, not just chase fleeting trends, while also advocating for a consumer-centric approach. He debunked the idea that consumers do not know what they want, and also stressed the importance of trusting experienced brand professionals.

Read also: Seeing the fine line between brand and customer experience

In the book, the author drew from decades of experience in building brands to share insights gleaned from observing both successes and failures, amid a recount of the passion, frustration, and lessons he learned from writing the book.

He attributed the frequency at which brands launch and disappear in the market to a lack of consumer insight and poor leadership decisions, as his expertise stems from witnessing firsthand how brand decisions are sometimes made without considering consumer needs; a critical factor in failed innovations.

Obi also pointed out that consumer disconnection, internal politics, ghost brand phenomenon and trend trap are the major reasons for innovation failure.

On the part of Obi Ike, the book reviewer, the new book is a practical guide for business leaders because of the rich and relatable content.

In his recommendation, he insisted that the new book is not just a critique, but a practical manual for innovation specialists, CEOs, business owners, and anyone involved in product or service development.

“It highlights common mistakes and offers actionable advice. Obi’s central message is that innovation must be rooted in consumer demand and without understanding the target audience, businesses risk creating unwanted products or services,” he noted.

The reviewer noted that ‘The Innovative Trap: Every Move Matters’ is a must-read for innovation specialists, CEOs and business owners due to the real-world lessons and examples offered by the author.

From stories of a company driven by internal logistics rather than market demand; products based on “idle capacity”, products launched on a leader’s whim rather than market research, among others, the author, according to him, offered practical insights and solutions to brand innovators.

Obi’s candid approach serves as a reality check for both aspiring and seasoned professionals.

Read also: Our business expo opportunity for growth, networking, brand visibility

In his remarks at the book launch, Derek Mwafo, an executive of iFitness, emphasised the book’s relevance to challenges faced by companies globally, highlighting its value for anyone involved in innovation.

He commended the author for not only reflecting and acknowledging the challenges of brand creation, but also offering workable approaches that will enable brand innovators to avoid mistakes and improve the chances of success for their brands.

Now out, the new book is essential for anyone in brand management, marketing, or business strategy as Obi’s insightful guidance, combined with humor and real-world examples, provided invaluable lessons for navigating the complexities of innovation.