Kwam 1 Response is a Strategic Brand Masterclass, Says Brand Expert, Ogbodo

A Brand Strategist, Osita Ogbodo, popularly known as Iam Peculiar, has urged Nigerians to take their personal branding seriously, citing the recent incident involving legendary musician, Wasiu Ayinde Marshal, widely known as Kwam 1, as an example of how to handle public image challenges.

Ogbodo said Nigeria’s brand story would improve if more public figures adopted deliberate strategies to protect and shape their narratives.

Speaking in an interview recently, Ogbodo noted that a person’s brand story is the sum of the narratives built around their public and private lives. He praised Kwam 1’s response to the controversy surrounding his reported travel restriction following a dispute with airline operator ValueJet.
According to him, “The singer’s reaction reflected an understanding of personal branding at the highest level.

“I have always believed in the act of paying attention to our personal brand story and the narratives that we build around our personal branding.
“I give kudos to Kwam 1 for this response over all the issues all over the media that happened between him and ValueJet, which resulted in him being restricted for a period of time from stepping out of Nigeria while the investigation is going on.”

The incident drew widespread public interest, with many eager to hear directly from Kwam 1. Ogbodo highlighted the significance of the musician’s choice to begin his public response with an apology, describing it as a powerful move that enhanced his brand rather than diminished it.

“In the end of the day, from everything that was making the news, I believe what was paramount in people’s mind will be: What is Kwam 1’s take on this,” he said, adding: “While I was watching Channels News, Kwam 1, first of all, started with apologies. And by doing this simple act, he showed a strong personal brand.”
Ogbodo explained that the decision to apologise publicly, rather than deflect blame or rely on influential connections to challenge the restriction, reflected a deep awareness of how personal narratives are formed. He contrasted Kwam 1’s approach with what he described as the more common strategy of using affiliations with powerful figures as a shield.

“I perceive Kwam 1 as a man who pays attention to his personal brand story and how he is being perceived by the general public. Because what he did was not an easy thing to do. A majority of people in his shoes will not do what he did. Rather, they will want to leverage on their affiliations with the federal might and other forms of defence to counter the reason they should be banned from travelling out,” Ogbodo said.

The brand strategist observed that Kwam 1’s approach demonstrated a commitment to his audience beyond entertainment.

“He highly considered his fans and his family, his friends and the people that love him and who follow him over the years. He is so conscious of their perception of him. And he wants them to know him beyond music,” Ogbodo explained. “Kwam 1 used this opportunity to reintroduce himself to his audience beyond music. Because of this, he has now transcended his personal brand story from being just a musician or a star to a legacy just by what he did as he replied.”

Ogbodo recounted that the Fuji star not only apologised for being linked to the incident but also acknowledged that his reputation should remain above such controversies. He then proceeded to clarify the circumstances, attributing his actions to health-related reasons.

“Now people like me and so many others who have been saying ‘why did he do that’ will now understand that it was as a result of his health condition that he did that,” Ogbodo said. “That is an exhibition of the strength of a great well intentionally built personal brand. Kwam 1 is mindful of how he presents himself to the public and the stories told about him.”

For Ogbodo, the episode reinforces the importance of taking control of one’s public image. He stressed that every individual, whether a public figure or not, has the ability to influence the narratives told about them.

“It is very important to pay attention to our personal branding and to be mindful of the kind of stories that we allow to be heard about us out there. For it is our power and, in our hands, to shape the destiny of our personal branding as it is the vehicle used to convey the story that we build about ourselves,” he said.
Ogbodo’s comments position the Kwam 1 case as more than an entertainment headline. To him, “it offers a lesson in intentional brand management, one that could shape how Nigeria’s public figures contribute to the nation’s wider brand story.”