Shifting Focus From Success to Significance

I remember sitting in a conference in Morocco listening to the Ogilvy MD, Matthieu Plassard, as he shared that marketing in Africa was less about selling products and more about solving problems. He highlighted that in a world where the share of wallet is limited, brands need to drive lifestyle solutions instead of products aimed at disposable income. Matthieu’s comment echoed the sentiment I have been hearing from underground conversations in marketing circles. Building solutions for people is fast becoming the most valuable marketing tool that marketers can spend their time doing. Brand love won’t come from lifestyle alignment and it won’t come from fancy content.