The blog
Ideas worth stealing
Practical thinking on marketing, branding and growing a business in Kenya — written for people who'd rather do the work than read theory.
The Algorithm Is Not Your Audience: A Creator's Guide to Platform-Independent Growth
Every week, a platform changes its algorithm. And every week, brands panic. They pivot their content strategy, chase the new format, and within six months, they're doing the same thing…
May 2025 · 8 min read
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Brand Architecture in African Markets: Building Brands That Travel
The African consumer is not a monolith. This is the single most important thing any brand building on this continent needs to understand before spending a shilling on marketing. The…
April 2025 · 10 min
AI in Marketing: What Kenyan Businesses Need to Know in 2025
The AI hype cycle has peaked, and what's left is something more useful: a realistic picture of what AI can actually do for marketing right now, what it can't do, and where the real…
March 2025 · 12 min
From Followers to Revenue: Converting Social Media into Business Results
You have 50,000 followers. Your posts get hundreds of likes. People comment, share, and tag their friends. And yet, your social media presence isn't generating the sales your business…
February 2025 · 9 min
The Death of Safe Branding: Why Playing It Safe Is the Riskiest Thing a Brand Can Do
Somewhere along the way, the advice shifted from "be remarkable" to "be consistent." And consistency — a genuinely important brand principle — got misinterpreted as sameness. Brands…
January 2025 · 7 min
WhatsApp Marketing in East Africa: The Most Underrated Channel for 2025
If you're not building a WhatsApp marketing strategy for your East African business, you are leaving money — and relationships — on the table. WhatsApp has over 3 billion users globally,…
December 2024 · 9 min
The Brief Is the Strategy: Why Great Creative Starts Long Before the Design Brief
The most expensive creative mistake a brand can make is not bad execution — it's bad briefing. An expensive, beautifully produced campaign built on a vague or incorrect brief will fail…
November 2024 · 8 min
SEO for African Businesses: Why the Opportunity Is Bigger Than You Think
Here is a fact that should change how you think about your marketing budget: in most Kenyan industries, competition for top Google rankings is startlingly low. While businesses in the US…
October 2024 · 11 min