Published
thinking
Frameworks, research and market notes on how brands build authority in East Africa. If we cannot publish it, we probably do not know it.
Research and notes
Ten years in. Thinking is the business.
Claudian Benet, founder and creative lead, on a decade across creative, marketing and technology in Tanzania.
Read the story FrameworkThe Authority Gap
Why more content is producing less distinction, and the four-stage system that resolves it.
Read ResearchThe in-house migration
Brands are pulling basic production in-house. They no longer need an agency to do the work. They need one to direct it. What that does to the retainer.
In publication Creator economyTanzania creator market map
What 536+ structured creator profiles reveal about pricing, engagement quality and the gap between follower count and commercial value.
In publication BankingSelling a rate is not a strategy
Deposit and bond products across East Africa compete on a number any rival can beat. What financial brands should sell instead.
In publication AI adoptionThe citation economy
When buyers ask a model instead of a search engine, the company that gets quoted wins the brief. How East African firms should prepare.
In publication Regulated categoriesWriting inside the constraint
How brands in tobacco, alcohol, banking and health build desire without breaking the rules that govern them.
In publicationGet the research first
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