Insights
Thinking about branding, culture, digital and African business. Fewer, stronger pieces rather than a stream of posts.
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Is your brand distinctive—or just familiar?
Recognition and distinctiveness are not the same thing. One means people have seen you before. The other means they can tell you apart from everyone else.
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Why good design doesn’t automatically make a good brand
Design applied to an unresolved strategy is expensive decoration. It looks right, it wins compliments, and it changes nothing.
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The problem with “targeting everyone”
Broad targeting feels safe because it forecloses nothing. It is usually the most expensive decision in the plan.
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What Uganda’s next generation of consumers expects from brands
A young, mobile-first, highly social audience that reads inauthenticity quickly and discusses it publicly. The bar has moved.
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Why your social media strategy isn’t a strategy
A posting schedule is a plan for activity. A strategy is a decision about what you are trying to change, and what you will stop doing.