Bringing Brand Strategy to Lagos: A Mentorship Story

Back in July, I had the privilege of traveling to Lagos for the Swish Fusion Conference — an experience I’ve shared here a couple of times because of how energizing and meaningful it was. What I didn’t mention then was one of the most impactful outcomes of that trip: meeting a remarkable young founder named Chime Chibueze.

During my keynote, Chime was in the audience. Although we didn’t get the chance to speak afterward, he reached out later on Instagram. That message sparked a mentorship relationship I’ve come to deeply value.

Since then, I’ve watched Chime approach branding not just as a discipline, but as a philosophy and a way of leading. He has done great work sharing aspects of my book, Your Brand Is A Promise, with young entrepreneurs in Nigeria. His commitment to clarity, consistency, and authentic promise-keeping is inspiring.

He recently shared a testimonial that genuinely moved me, and with his permission, I’m honored to share it here.

I’m grateful for the entrepreneurs, creators, and leaders I meet through this work, and I’m especially grateful that Chime and I crossed paths in Lagos.

“I met Mr. Pete Canalichio at the Swish Fusion Conference about five months ago here in Lagos, Nigeria, where he delivered a keynote that completely shifted my understanding of branding. Although I planned to speak with him after the event, the crowd around him made it impossible. Thankfully, he had shared his social handles during his talk, and reaching out to him on Instagram turned out to be one of the best decisions I’ve made in my growth journey. That message became the beginning of a mentorship experience that has deeply shaped my perspective.

When I first encountered Your Brand Is a Promise, it didn’t just read like a book — it felt like a framework, a system, a philosophy. The way Mr. Pete broke down brand strategy, licensing, and especially the Brand Triangle (from awareness to advocacy) opened my eyes to how brands truly build lasting value. It made everything practical, relatable, and repeatable, and for the first time I understood branding beyond visuals or stories — I understood branding as behavior, alignment, and promise-keeping.

Working with Mr. Pete on positioning the book for young Nigerian entrepreneurs has been a truly transformative experience. His openness, humility, and genuine interest in helping others grow set him apart. I’ve learned not only the technical deeper science of branding, but also the importance of clarity, consistency, and authenticity — lessons that continue to guide my decisions as a young founder. His mentorship didn’t just teach me branding; it taught me leadership.

Today, the foundation of my agency — FORZAN — is built upon the principles I’ve learned from him. From brand positioning to narrative clarity to the discipline of earning preference, Mr. Pete’s work has opened our eyes to the importance of understanding how we can leverage on kick-ass branding strategies to serve our clients and also how we structure our own internal brand. He is a brilliant mind, a patient teacher, and an extraordinary human being. I am grateful our paths crossed, and I recommend Your Brand Is a Promise to anyone who wants to understand branding not just as a profession, but as a lifelong discipline.”