{
  "id": 16546522,
  "title": "Okupe: Soulsight Framework ‘ll Help to Turn Brands into Engines of Business Growth",
  "url": "https://urgent.news/2026/10/26/okupe-soulsight-framework-ll-help-to-turn-brands-into-engines-of",
  "topic": "world",
  "section": "World",
  "published": "2026-10-26T01:16:00.000Z",
  "source": {
    "name": "This Day",
    "slug": "this-day",
    "url": "https://www.thisdaylive.com/2026/10/26/okupe-soulsight-framework-ll-help-to-turn-brands-into-engines-of-business-growth/"
  },
  "original_language": "en",
  "account": "Joko Okupe, CEO of Soulsight Africa and creator of the Brand-Led Business Growth (BLBG) framework, recently discussed the importance of turning brands into engines of business growth. Okupe explained that many organizations struggle to turn their brands into genuine growth drivers because they treat branding as solely a communications function rather than an integral part of their business strategy. This gap between brand promise and delivery erodes brand strength, impairs growth, and ultimately harms customer trust and confidence.\n\nSoulsight Africa's BLBG framework addresses this challenge by aligning strategy, leadership, people, and customer experience with the brand. By treating branding as inseparable from business strategy, the framework aims to help organizations move beyond mere visibility and instead ensure that their brands consistently deliver value to support business objectives. The company unveiled the BLBG framework in recent months, highlighting the fundamental disconnect between a brand's promise and a business's execution, which they term the \"Brand-Business Gap.\"\n\nThe six stages of the BLBG framework include Discover, Define, Design, Align, Activate, and Grow. The Discover phase involves examining the organization, market, customers, and performance challenges. Define clarifies the business opportunity, value proposition, and brand promise. Design focuses on developing the brand and customer experience initiatives, while Align connects leadership, people, culture, processes, and systems to the strategic priorities. Activate concentrates on implementing the agreed strategy, and Grow focuses on advancing the organization's growth objectives.\n\nBy following these interconnected stages, organizations can ensure that their brand promise is not only communicated effectively but also consistently delivered through internal capabilities. This holistic approach helps bridge the Brand-Business Gap, enabling businesses to leverage their brands as powerful engines of growth.",
  "summary": "The Chief Executive of Soulsight Africa and innovator of the Brand-Led Business Growth framework, Joko Okupe, in this conversation with Ayodeji Ake, explains why organisations must move beyond conventional branding and",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}