A closer look at the brands shaping Nigeria.
Seyi Adeoye says consumers wake up thinking about jobs to be done, not brands. Nigerian marketers should take the argument seriously.
BBNaija still attracts roughly 25 sponsors in 2026, but changing TV habits raise a harder question: what audience are brands actually buying?
LAWMA’s dispute over old Mushin waste videos shows how outdated content can return as a fresh reputation crisis for brands and institutions.
A tax headline can start a useful commercial conversation. It cannot, by itself, explain a smaller pack, a higher shelf price or a cancelled campaign.
Nigeria has another ride-hailing proposition to consider. The decisive brand encounter will happen at pickup, not at the launch event.
The same search list contains the desire to get fit and the desire to stop paying. Brands should pay attention to both.
An ambitious industry programme puts a familiar problem back on the table: people need a reason to believe the policy will work when life does…
Cashback wins attention. Security asks for something more serious: permission to look after the money people cannot afford to lose.
Nigerians were promised ₦500,000 from the Central Bank. The grant wasn't real. The advertisement was. And that distinction should worry everyone in marketing.
One viral post was enough to make Nigerians question whether one of the country’s biggest fintech platforms was about to disappear. The problem for brands…
