Made in Lagos for Brave Brands!
At SentientXT, we say this line with so much gusto, and perhaps the only other phrase that garners as much attention and vigour is our Ethos #3: “venerate creativity always.”
But why does it mean so much to us? Why are we so dedicated to brave brands and unrepentant about it? Some might even say we’re stubborn about this mantra and the kind of work we want to create.
Late in 2022, I sat in Lyon’s office as we prepared to resign a ₦40 million account because, although the client had initially met our brave brand index, they had drifted away from it during the year. We concluded that we could no longer continue the relationship. A mutual friend tried to reason with us, saying, “You’re prioritising principles over profit.” But we felt that if a brand loses its commitment to bold storytelling and impact-driven campaigns, it no longer aligns with who we are at SentientXT. So, we chose to walk away.
What does it mean to be a brave brand? And how do brave brands impact Africa’s future?
A brave brand doesn’t just follow the crowd. It leads with intention and purpose, embracing bold ideas and challenging norms. Brave brands stand firm in their values, making decisions that might seem risky in the short term but resonate deeply with audiences over time. They connect on a human level, addressing real issues, telling authentic stories, and inspiring change.
In a world filled with sameness, brave brands dare to be different. They speak with clarity and conviction, often challenging the status quo. For these brands, success goes beyond business metrics; it’s about cultural impact, inspiring people, and driving change. This courage and commitment to purpose transform a brand from just another name into a movement, a force for good, and a true leader.
Africa: A Land of Potential for Brave Brands
Africa stands at a pivotal moment, where the convergence of technology, a young population, and an entrepreneurial spirit opens new possibilities. The continent’s booming youth population and rapidly expanding digital economy are creating fertile ground for brands to go beyond traditional boundaries.
Now, more than ever, brands can evolve from mere providers of goods and services to true drivers of change.
For Africa, where challenges such as limited infrastructure, lack of access to education, and income inequality persist, brave brands are uniquely positioned to play a significant role. By aligning profit with purpose, they can address the continent’s most pressing issues through innovation, empowerment, and sustainability.
At SentientXT, we believe that brave brands have the power to shape Africa’s future. These brands are investing in communities, bridging gaps in infrastructure, and setting examples that encourage resilience and innovation. Brands like Flutterwave in fintech, Twiga Foods in agriculture, and mPharma in healthcare exemplify this bravery by tackling systemic issues through local relevance, innovation, and sustainable impact.
How SentientXT Identifies Brave Brands
To evaluate whether a brand aligns with our ideals, we at SentientXT use a set of guiding questions—our brave brand index. Similar to our Conscious Emotion Framework™, these questions assess a brand’s commitment to creating meaningful impact.
Here’s what we consider:
- Sustainable Impact: Does the brand aim for long-term change, building solutions that can scale and endure?
- Purpose-Driven: Is the brand guided by a mission that goes beyond revenue, focusing on creating social and economic value?
- Locally Relevant: Does the brand understand the unique challenges and cultural nuances of the African market? Are their solutions tailored to meet these specific needs?
- Innovation-Focused: Does the brand leverage technology and new business models to address problems and create new opportunities for growth?
- Inclusive: Does the brand prioritise inclusivity, ensuring its products or services are accessible to various communities, from urban centres to rural areas?
These questions are crucial to us because we believe that Africa’s brave brands are not just solving today’s problems; they’re laying the groundwork for future generations. They recognize that Africa’s challenges require long-term commitments and scalable solutions, investing in value that will outlast their own commercial interests.
SentientXT’s Role in Amplifying Brave Brands
At SentientXT, we understand the power of creativity and technology in driving change. Our work reflects our commitment to creating campaigns that go beyond brand recognition. Through purpose-driven strategies and impactful storytelling, we help brave brands amplify their impact in the market and within communities.
For us, it’s more than marketing. It’s about crafting narratives that engage audiences, inspire action, and ultimately contribute to a better, more connected Africa. By aligning our efforts with brave brands that seek to make a difference, we play a role in shaping a future that’s inclusive, sustainable, and rooted in purpose.
The rise of brave brands across the continent underscores a shift in the role of business in society. They’re proving that companies can be both profitable and impactful, creating opportunities that inspire new generations to dream, innovate, and thrive.
Looking Ahead: The Future with Brave Brands
As we look to Africa’s future, the question isn’t just about who will lead but how they will lead. Brave brands are the key to a prosperous future for Africa, lighting the way with purpose, resilience, and innovation. These brands understand that real change requires commitment and bold vision, and they’re building a legacy of growth and empowerment.
The rise of brave brands across the continent underscores a shift in the role of business in society. They’re proving that companies can be both profitable and impactful, creating opportunities that inspire new generations to dream, innovate, and thrive.
At SentientXT, we’re inspired by these possibilities and are committed to working with brands that drive transformation. Together, we can redefine what it means to be a brave brand in Africa, building a future that resonates with the vision of a stronger, more connected continent.
SentientXT: Made in Lagos for Brave Brands!
Leave a Reply