Home » Agri-Economics Investment Adapt or die: brands and cultural diversity across Africa InvestmentSustainability Adapt or die: brands and cultural diversity across Africa 28 ViewsBy Trevor Chueu, Associate Director, FleishmanHillard South AfricaA one-size-fits-all approach to marketing communications does not work in Africa, or any of its 54 countries. In short, a brand entering Africa needs to listen first, and speak later. “Adapt or die” seems to be the communications aphorism most true to today’s Africa. The company moved north, from South Africa, on a journey to champion food security for a number of African countries. Not all brands making the move are as fortunate as Shoprite, though, and the challenge typically lies in the organisation’s approach when it enters its African market of choice.

Source: The North Africa Journal May 22, 2018 14:59 UTC