Features

Microdramas: the 60-second revolution changing marketing forever

 Not long ago, advertising relied on 30-second TV spots that crammed an entire story...

Culture is the new currency: why brands fail without it

 In today’s hyperconnected world, poor creativity or weak media strategy are no...

Decoding digital consumers: the four layers of behaviour every marketer must master

The internet has changed the way people think, feel, and buy things. Once upon a...

Why children’s food marketing in Nigeria must grow up

For decades, the promise of enjoyment has been the foundation of children’s food...

Why most marketers can’t prove the link between brand and pricing power

For years, advocates of strong brands have argued that they make businesses more...

How marketing builds the pricing power that fuels profits

Growth without profit is no longer praised in the modern economy. Boards, investors,...

Votes or Wallets? Why brands must master the art of political persuasion

In Nigeria, politics is not just about elections. It is a relentless contest for...

How brands are embracing ESG as a new marketing frontier

Nigerian brands are redefining their approach to the market as they shift focus from...

How junk food marketing is hijacking youth online

 In Nigeria, young people are spending more time online than ever. TikTok, Instagram,...

Why marketing is the engine of profitable growth

 For many years, companies saw growth as the most important sign of success. Venture...