Releasing in February is Feyi Olubodun’s book The Villager – How Africans Consume Brands.
If you wish to engage successfully in a market you may not understand, you must have the right ‘lenses’ to view a people. Feyi believes the secret lies in applying these lenses at the confluence of commerce, culture and consumer.
The Villager is essential reading for brand owners wishing to conquer new markets.
There has never been a better time to build an understanding that – at heart – we are all still Villagers, wherever it is that we now call home. When you come to apply the wise words in this book directly to your brand-building approach, you will discover a unique insight into global audiences, and not just African ones. The author suggests that this book is all about the character of the African consumer. I’d beg to disagree. This book is about very much more than that. – Peter Stephenson-Wright, Affiliate Professor, Director of Executive Education, ESCP Europe Business School, London Campus