In this episode of the Change Africa podcast, host Isaac Aboah is joined by guest Ndubuisi Kejeh to explore the powerful role of storytelling in building global brands and driving transformation across the African continent.

The conversation begins with exploring how narratives shape consumer behavior and brand identity. Ndubuisi highlights storytelling as a fundamental tool in marketing, company building, politics, and culture. Together, they examine the emotional core of consumerism, the success of global campaigns like Coca-Cola and Red Bull, and how African brands can learn from these models while maintaining authenticity.

The dialogue touches on the economic opportunities tied to Afrobeats and African products, emphasizing that narrative-led strategies can help African entrepreneurs access global markets and change consumer perceptions. The discussion also critiques the venture capital model in Africa, arguing that it may not be fully suited to the continent’s economic realities and calling for context-specific funding strategies.

Beyond business, the episode explores storytelling’s influence in politics, proposing that narrative can unify new political movements. The idea of a “third force” in African politics is discussed as a possibility powered by effective communication, leadership, and narrative cohesion.

Ndubuisi and Isaac reflect on the moral dimension of marketing and influencer culture, advocating for a human-centered approach to influence and leadership. The episode ultimately affirms that storytelling is a catalytic force for reshaping Africa’s image, inspiring entrepreneurship, and igniting collective belief in possibility.

Chapters

00:00 – Introduction to Change Africa Podcast

01:01 – The Importance of Storytelling in Business

02:12 – The Power of Narratives in Company Building

05:52 – Successful Storytelling Campaigns

12:01 – Mastering Consumer Goods and Brand Building

18:48 – The Future of Consumerism and Morality

22:31 – Critique of the Venture Capital Model in Africa

29:56 – Economic Opportunities in Afrobeats and African Products

32:33 – The Power of Storytelling in Politics

39:39 – Creating a Third Force in African Politics

43:32 – Building Global Brands from Africa

50:08 – Perceptions and Branding Challenges in Africa

Further Reading and Resources

• To learn more about Ndubisi’s venture builder, Mustard, and its story-led approach, visit their website. 

This podcast is a production of Nexa Media.

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