Research Intelligence Magazine

...the fact as it is...

You are here: Home / News / Diary / BOOK LAUNCH: THE VILLAGER, A STORY TELLING ON HOW AFRICANS CONSUME BRANDS, LAUNCHED

BOOK LAUNCH: THE VILLAGER, A STORY TELLING ON HOW AFRICANS CONSUME BRANDS, LAUNCHED

By 119 Comments

The puzzle on why global and local brands fail to connect with the African consumer as well as if there’s anything about the African market that is hidden from brand owners may have been given a serious attention in a book that premiered in Lagos,

April 19. Feyi Olubodun, MD/ CEO of one of West Africa’s leading creative agencies , Insight Publicis , author of the book began to reflect on his own rich marketing experiences and out of this emerged the framework for The Villager. In his view, the African consumer begins his life’s journey by moving from the village, his rural dwelling, to the city, carrying with him not only his own dreams but also the dreams of his community. He is a highly aspirational consumer, motivated to succeed, and he becomes the economic portal for the rest of his community back home.

But although the African consumer may be exposed to global influences and technology, Feyi says his essential identity remains largely intact. This is why Feyi calls the African consumer a Villager. According to him, The Village is no longer a physical space; but a psychological

construct that defines him and the filter through which he engages with and consumes brands. In developing his construct, Feyi posits that if you wish to engage successfully in a market you do not understand, you must have the right ‘lenses’ to view a people. He believes the secret lies in applying these lenses at the confluence of commerce, culture and consumer. Data, he says, is not enough to understand the vagaries of a particular market. Drawing on his wide experience and wealth of astute observations, he provides a highly readable and indis-pensable guide to the mindset of the African consumer today, yet it is true to say that his insights apply, albeit in a more nuanced way, to consumer behavior across the globe. The Villager is essential reading for brand owners wishing to conquer new markets.

Also Read  Love life of people with disabilities

Before Feyi Olubodun got to his present height, he spent four years at medical school before changing to another course of study. He transferred his interest in humans from the anatomical to the psychological and graduated with a degree in psychology. Feyi began to follow the questions in his life – questions about humans, brands, businesses and African institutions. These questions led him to the path of working as a Data Analyst and Market Researcher, at TNS-RMS for several years. The same questions led him to Insight Publicis, where he was Strategy Director for some years before being promoted to Chief Operating Officer. Along the way Feyi got his Global Executive MBA from the Duke University Fuqua School of Business, and in 2016 he was appointed Managing Director/CEO of Insight Publicis Nigeria. Feyi is still following his questions, reflected in his daily work with clients who want to win in the African market, and in working to build an African creative agency for the future.

Comments

  7. I am really interested about the way you write on this blog. Can you give me suggestions how to write and manage your blog? Thanks a lot for your attention

    Reply

  61. Spot on with this write-up, I actually assume this website wants much more consideration. I抣l in all probability be again to read much more, thanks for that info.

    Reply

  62. There are some interesting cut-off dates in this article but I don抰 know if I see all of them center to heart. There’s some validity however I will take hold opinion until I look into it further. Good article , thanks and we would like more! Added to FeedBurner as nicely

    Reply

  63. An attention-grabbing discussion is worth comment. I feel that you need to write extra on this topic, it might not be a taboo subject but generally persons are not enough to talk on such topics. To the next. Cheers

    Reply

  64. Good post. I be taught something more challenging on different blogs everyday. It would all the time be stimulating to learn content from other writers and apply a bit something from their store. I抎 desire to make use of some with the content material on my weblog whether you don抰 mind. Natually I抣l offer you a hyperlink on your internet blog. Thanks for sharing.

    Reply

  65. I found your weblog web site on google and check a number of of your early posts. Continue to maintain up the very good operate. I just further up your RSS feed to my MSN Information Reader. In search of ahead to reading more from you in a while!?

    Reply

  67. I am typically to running a blog and i actually recognize your content. The article has really peaks my interest. I am going to bookmark your web site and preserve checking for new information.

    Reply

  68. Spot on with this write-up, I actually suppose this web site needs way more consideration. I抣l probably be once more to learn much more, thanks for that info.

    Reply

  74. Can I just say what a aid to seek out someone who actually knows what theyre talking about on the internet. You definitely know find out how to deliver a difficulty to mild and make it important. Extra individuals have to learn this and perceive this side of the story. I cant believe youre not more widespread because you positively have the gift.

    Reply

  78. After study just a few of the blog posts in your website now, and I truly like your manner of blogging. I bookmarked it to my bookmark website list and can be checking back soon. Pls try my web site as effectively and let me know what you think.

    Reply

  79. I抎 should test with you here. Which is not one thing I often do! I get pleasure from studying a put up that may make folks think. Also, thanks for allowing me to remark!

    Reply

  81. There are some interesting closing dates in this article however I don抰 know if I see all of them heart to heart. There is some validity but I will take hold opinion until I look into it further. Good article , thanks and we wish extra! Added to FeedBurner as well

    Reply

  85. Hello! I simply wish to give a huge thumbs up for the great data you have got right here on this post. I might be coming back to your blog for extra soon.

    Reply

  86. Once I originally commented I clicked the -Notify me when new comments are added- checkbox and now each time a remark is added I get 4 emails with the identical comment. Is there any manner you can take away me from that service? Thanks!

    Reply

  87. I am usually to running a blog and i actually appreciate your content. The article has actually peaks my interest. I’m going to bookmark your website and preserve checking for new information.

    Reply

  93. Aw, this was a really nice post. In idea I want to put in writing like this additionally ?taking time and actual effort to make an excellent article?but what can I say?I procrastinate alot and by no means appear to get something done.

    Reply

  94. I discovered your weblog site on google and test a few of your early posts. Proceed to maintain up the superb operate. I just further up your RSS feed to my MSN News Reader. Searching for ahead to reading extra from you afterward!?

    Reply

  95. [url=https://zithromaxforsale.shop/#]buy generic zithromax no prescription[/url] can i buy zithromax online

    Reply

  97. Aw, this was a very nice post. In idea I want to put in writing like this additionally ?taking time and precise effort to make an excellent article?but what can I say?I procrastinate alot and under no circumstances seem to get one thing done.

    Reply

  104. After study a couple of of the weblog posts on your web site now, and I really like your means of blogging. I bookmarked it to my bookmark web site record and will likely be checking back soon. Pls take a look at my website online as nicely and let me know what you think.

    Reply

  105. The next time I read a blog, I hope that it doesnt disappoint me as a lot as this one. I mean, I know it was my option to learn, however I really thought youd have something attention-grabbing to say. All I hear is a bunch of whining about something that you can repair in case you werent too busy on the lookout for attention.

    Reply

  109. I抦 impressed, I have to say. Actually rarely do I encounter a weblog that抯 both educative and entertaining, and let me let you know, you have hit the nail on the head. Your thought is excellent; the difficulty is something that not sufficient individuals are speaking intelligently about. I’m very joyful that I stumbled throughout this in my search for one thing relating to this.

    Reply

  110. An attention-grabbing dialogue is value comment. I feel that you should write extra on this matter, it won’t be a taboo topic however usually individuals are not enough to talk on such topics. To the next. Cheers

    Reply

  111. I抦 impressed, I must say. Really hardly ever do I encounter a weblog that抯 each educative and entertaining, and let me let you know, you’ve gotten hit the nail on the head. Your concept is excellent; the problem is one thing that not sufficient persons are speaking intelligently about. I am very joyful that I stumbled throughout this in my seek for something referring to this.

    Reply

  112. This is the correct blog for anybody who needs to search out out about this topic. You understand a lot its virtually arduous to argue with you (not that I really would need匟aHa). You positively put a new spin on a topic thats been written about for years. Great stuff, simply nice!

    Reply

  113. A formidable share, I simply given this onto a colleague who was doing a little bit evaluation on this. And he in reality bought me breakfast as a result of I found it for him.. smile. So let me reword that: Thnx for the treat! However yeah Thnkx for spending the time to discuss this, I really feel strongly about it and love reading more on this topic. If doable, as you become experience, would you mind updating your weblog with more details? It is extremely useful for me. Massive thumb up for this blog put up!

    Reply

  114. Aw, this was a really nice post. In idea I would like to put in writing like this moreover ?taking time and precise effort to make a very good article?but what can I say?I procrastinate alot and in no way seem to get something done.

    Reply

Leave a Reply

Your email address will not be published.

Get RSS Feed