Category: Consumer behaviour

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

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Doing Influencer Marketing Right in Africa

It’s a Saturday night, and you’re scrolling through Instagram with the subconscious thought of purchasing some workout gear as you plan to start exercising in the coming week. Then you stumble upon a post made by one of the famous

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How Aspirations Power Customer Lifetime Value in Africa

Every business, marketer or retailer wants to keep existing customers for as long as possible. Organizations invest significantly to increase the lifetime value of every customer relationship, but few achieve their objective. Consider the case of a pension funds administrator

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Get To Know Uchenna Uzo

Uchenna Uzo

Dr Uchenna Uzo joined LBS in February 2002. He received his B.Sc and M.Sc in Sociology from the University of Lagos, and his Masters of Research in Management as well as Ph.D. in Management from the IESE Business School, Barcelona.

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