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Long before Dr. Yetty Ogunnubi built one of Lagos's leading names in brand communications, she was making things with her hands, illustration, design, fashion pieces carrying her own art. Her parents were well known artists in Nigeria, and that inheritance runs through everything she built afterward, including a 2009 project where she and her uncle, the artist Lemi Ghariokwu, brought his iconic Fela Kuti cover art to life on fashion pieces for Punch Records UK. Everything she does now in brand strategy started as something closer to craft.
In this conversation, Yetty traces that line from artist to strategist, and what carried over when the medium changed from paint and fabric to public perception. She talks about the moment that shifted how she occupies a room for good, being told she couldn't speak freely in a meeting she herself had organised, and the decision she made never to let that happen again. She talks about the Brand Bible, her own tool for helping people find clarity about who they are before they try to convince anyone else, and about what it took for a woman with an artist's instincts to learn the language of institutions, corporate clients, government reputation, rooms that don't naturally make space for creative thinking.
This is a conversation about where power actually comes from: knowing exactly what you're worth, and refusing to let anyone talk over it.
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