Bayo Adekanmbi is a DNA Biochemist, who has come to find expression in brand/marketing strategy and creative planning. A versatile researcher in emerging market dynamics, emerging middle-class of BRICs, N-11 and BOP markets and strategic evolution of global brands from emerging markets of Africa and the Middle East. He provides strategic counsel on brand development and marketing strategy at C-level to telcos, banks and FMCG. He believes great brands are products of a deliberate alignment of the brand's eternal purpose and an insight into the core of the consumer's being within a defined cultural context. Bayo is a certified marketing analyst, brand strategist with a postgraduate qualification in marketing from CIM, UK and an INSEAD alumnus. He leads a team of strategists and idea generators on the MTN business at DDB Lagos as executive strategy/business director. He shares his activated thoughts about brands and strategy at http://naijaq.blogspot.com.