Writing · Brand Strategy Essays
Strategy, taste,
and the psychology
of buying.
Essays on brand strategy, emotional positioning, and what the Nigerian market and African market more broadly actually rewards. Long-form on Medium and Substack. Shorter strategy threads on X. If you found me through the writing, you already know the voice.
Essays
Personal Essay · Substack · Desire & Positioning
The Other Woman
The essay that started the thinking about second choices, first priorities, and the specific kind of desire that moves someone toward something they were not supposed to want. It says something about brand positioning and emotional strategy that the more formal strategy essays have not found a cleaner way to say yet.
Read on Substack →Brand Strategy Essay · Substack · Positioning
Second Choice, First Priority
Your brand identity is not your logo or your tone of voice. It is the specific answer your business gives to a specific desire your audience carries. And when that answer is genuinely yours, it cannot be copied cleanly. Competitors can take the packaging. They cannot take the fit. An essay on what makes brand positioning actually work in the Nigerian market.
Read on Substack →Brand Strategy Case Study · Medium · Lagos Hospitality
CroisBake: How a Random Tuesday Thought Became a Full Brand World
A brand strategy case study in real time. Not from a client brief or a boardroom, but from one image arriving uninvited on a Tuesday afternoon and being followed until there was a complete brand world, fully lit, already running. What happens when emotional brand strategy is applied to a hospitality concept from the name outward in Lagos.
Read on Medium →Brand Strategy Blueprint · Medium · Lagos Hospitality
If I Actually Built CroisBake: A Brand Blueprint
The second piece on CroisBake is the rigour behind the feeling. The Lagos location strategy, the competitive landscape analysis, the menu, the pricing architecture, the team structure, and the internal brand culture. What happens when emotional brand strategy runs all the way through a business idea rather than sitting on top of it.
Read on Medium →What the writing covers
These essays sit at the intersection of brand strategy, human psychology, and the specific texture of building brands in the Nigerian and African market. The thinking that informs the client work, written out plainly.
01
Emotional Brand Positioning
Why desire moves differently from need, and how brands in Nigeria and globally position themselves inside it.
02
Brand Strategy vs Branding
What a brand actually is underneath the logo and the colour palette, and why the strategy comes before any of it.
03
The Psychology of Buying
The emotional architecture that precedes every purchase decision in the Nigerian market and beyond.
04
Founder Brands in Nigeria
What happens when the founder is the brand and the brand cannot yet exist without them.
05
Building Brands in Lagos
How Nigerian companies build, compete, and position in a market that rewards specificity and punishes confusion.
06
Content Strategy
The architecture behind content that builds a brand rather than just filling a calendar.
Where to find the writing