How “Brand Elixir” is Rewriting the Playbook for African Brands
In an era where African brands often struggle to compete on a global stage due to entrenched perceptions, trust deficits, or a lack of cohesive strategy, Dr. Tonye Rex Idaminabo’s new book, “Brand Elixir,” arrives as a much-needed intervention.
Feted recently in the UK, this publication is the result of over six years dedicated to dissecting the unique hurdles African businesses face in cultivating reputable identities.
The Distinguished Fellow of the Royal Society of Arts (RSA) and Executive Director of Reputation Poll International (RPI) known for initiatives like the Global Reputation Forum (GRF) and African Achievers Awards, directly confronts the systemic challenges within the African brand landscape.
Rather than merely presenting best practices, “Brand Elixir” offers a blueprint to overcome issues from market perception to inconsistent brand narratives, making it a comprehensive guide for entrepreneurs and visionaries.
“Let’s build brands that speak louder, stand taller, and endure longer,” Dr. Idaminabo emphasized, articulating the book’s vision to address the complexities of operating within diverse African economies and global markets.
President of the Junior Chamber International (JCI), Aberdeen in Scotland, and a product management specialist, Oladapo Richards, lauded the book as an “enlightenment call,” highlighting its crucial relevance for innovative Africans poised to address the multifaceted challenges confronting societies, including the economic landscape of the continent.
The endorsement from former Mauritian President, Dr. Ameenah Gurib-Fakim, further solidifies the book’s perceived capacity to navigate and surmount these critical branding obstacles.
