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Topic: Brand Strategy

The African Brand Opportunity: Why the World’s Fastest-Growing Consumer Markets Are Still Largely Unbranded

Africa is home to six of the world’s ten fastest-growing economies. Its consumer class is expanding faster than any other region. Yet most African businesses compete on price and proximity rather than brand equity. That gap is both a commercial problem and a strategic opportunity.

Building a Pan-African Brand: What It Takes to Compete Across Multiple African Markets

The African Continental Free Trade Area is creating new incentives for businesses to think across borders. But building a brand that works in Lagos and Nairobi, in Accra and Johannesburg, is a fundamentally different strategic challenge than scaling a brand within a single market.