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Yellowwood launches new white paper: African Attitudes - Marketing Beyond the Numbers
Posted by
Al Mackay at 10:00
With many African economies booming and middle classes growing, African expansion is on the agenda of most South African and many global brands, yet insight into each African market often doesn’t go deeper than a few key numbers: GDP growth rates, market penetration, consumer spending.
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Nairobi - Africa's innovation hub?
Posted by
Paul Drawbridge at 13:00
In my 18 months now in Kenya, I’ve slowly adjusted to life in Nairobi, having left my beloved London behind. One of the signs of this happening is that I’ve been unsubscribing from various email updates - you know the kind: restaurant offers, museum and exhibition releases, etc.
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Growing brands from Jozi to Lagos
Posted by
Robert Jameson at 11:00
With all the hype about Nigeria possibly overtaking South Africa as the largest economy in Africa, we thought we would put the two countries into context. For marketers, Nigeria represents an enormous opportunity for growth and stretch - with a rapidly expanding economy and consumer class. It's worth remembering, though, that on a per capita basis, South Africa is four times as wealthy as Nigeria, and there is still opportunity for brand growth right here.
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Africa Insight: Building Brands across the Continent
Posted by
Al Mackay at 09:00
Yellowwood has recently completed a number of large brand-building projects across Africa for clients who are ambitious about growth on the continent. Our work included segmentation strategy and go-to-market planning and has thrown up interesting insight into the people and markets that make up this great continent of ours.
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Building Great Brands in 2014
Posted by
Al Mackay at 10:00
Building powerful brands is like investing in the stock market – you need to anticipate and respond to important shifts in context, but you also can’t panic with every market fluctuation.
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Creating Global South African Brands, One Expat at a Time
Posted by
Al Mackay at 08:00
I recently read an article in Harvard Business Review that I found fascinating. It’s on diaspora marketing; how emerging market brands can go global by targeting their diasporas in the West. It hails Nando’s as a brand that has done this particularly well – they used South African communities in the UK, Canada and Australia as beachheads to the larger native communities, and have now grown to operate in 26 countries across the world (with a hefty £14.7million in profit from their UK restaurants alone).
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The path to successful innovation for Africa
Posted by
Al Mackay at 08:00
Last month we launched our latest white paper, Transformative Innovation: The African Path to Success. It is a practical guide to help African businesses innovate to grow and transform categories and markets, staying ahead of increasing global competition and creating better, more relevant products, services and business models.
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