Uchenna Uzo, Glory Eyinnaya, and Emmanuel Adediran

Rethinking Brand Positioning in Africa

Rethinking Brand Positioning in Africa

Nana Yaa was the marketing director of Gambia’s newly launched digital and commercial bank. She had personally supervised the positioning of the corporate brand. The business launched its campaign as Gambia’s leading digital bank offering world-class customer solutions. Two years later, Nana Yaa was dismayed after discovering that most customers mistook the brand for a […]

Scroll to Top