Brand Gist
ProTaxi Is Coming. “Homegrown” Will Get Attention. The Ride Has to Earn the Return.
Nigeria has another ride-hailing proposition to consider. The decisive brand encounter will happen at pickup, not at the launch event.
Category: Brand Gist
All the latest brand updates in Nigeria
Brand Gist
OPay Woke Up to a Rumour That It Was Shutting Down. Welcome to Crisis Communication in the Screenshot Era.
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…
Brand Gist
Uber Is Leaving Nigeria After 12 Years. Did Bolt Win, or Did the Market Beat Everybody?
Uber helped teach Nigerians how to order a car from their phones. Twelve years later, the category it helped build will continue without it. That…
Brand Gist
Morning Fresh Asked Who Should Wash the Dishes. The Real Campaign Was About Who Gets to Care.
There are probably few things less glamorous in Nigerian advertising than washing dishes. Then Morning Fresh asked a question: Who should wash the dishes? It…
Brand Gist
What The Macallan & AG Baby Taught Us About Event Strategy
History was made on January 2, 2026 (and the days leading up to it), as AG Baby became the first artiste to headline and sell out…
Brand Gist
Closer Is Better — Closeup’s Youth Campaign Is More Than Toothpaste Marketing
If you scroll Nigerian social feeds right now, one thing jumps out: toothpaste ads look nothing like they used to. Closeup Nigeria just dropped its…
Brand Gist
Henkel’s “WAW Woman” and the New Face of Identity Marketing
Last week, Henkel Nigeria dropped a new play: media personality Stephanie Coker-Aderinokun as the face of their “WAW Woman” campaign. On paper, it’s detergent. In…
Brand Gist
Jumia’s Brand Festival Is Back — And It’s a Full-Funnel Monster
For most brands, a sale is a discount.For Jumia, a sale is a season. Brand Festival is two weeks of choreographed chaos: daily “Brand Days”,…
Brand Gist
How Iamisigo Took Nigerian Craft to Copenhagen Fashion Week—and Rebooted the Global Design Nation Narrative
Stop scrolling and read this: Nigerian designers aren’t just showing up — they’re leading revolutions in global fashion. The latest proof is Iamisigo, the Lagos-Accra-Nairobi slow-design…
Brand Gist
How Bature Brewery Is Betting on Nigeria’s $7B Beer Market
Nigeria’s beer market is worth $7 billion annually, dominated for decades by the big three — Nigerian Breweries (Heineken), Guinness (Diageo), and International Breweries (AB…