BRANDING WITH SOCIETAL SENTIMENTS IS THE NEW COMPETITIVE FRONTIER SPURRING CREATIVITY AMONGST BRANDS
It’s bursting out from every side; imprinted in the African DNA is creativity. In every way, shape, and form, Africans have made effortless attempts to showcase the level of creativity locked away on the inside. We have seen this countless times in entertainment (music, movies, comedy, gaming etc) we have also seen it in technological advancements and we are not relenting.
The Advertising industry is a fore runner in this field as the life blood of the industry certainly depends on its fluid ability to be creative and its agility towards being innovative. As a result, Africa is outlining it new creative direction. African brands have done very well with pricing and availability. Product prices are doing very well in the market and these commodities are readily available, however, brands and businesses have identified a new front for competition which is branding for good.
Euromonitor top 10 consumer trends 2019 report highlights that consumers are now willing to pay more to purchase products from brands that are economically sensitive. Brands that are creating products that are environmentally friendly are adopting practices and implementing policies that contribute to environmental health is sure to win in this competitive front.