The hired personnel will be responsible for bringing the consumer story and market dynamics into the brand communication creation process. To drive the clients’ strategy canvas by r
26 July, 2016
About Fuel Communications
As Africans, we love to tell stories. At Fuel, we love the stories of growth and increase even more. Here is one you might find interesting.
The heights of HUMANITY are found in the depths of sacrifice and selflessness. Yet tall is good. As children, we all wanted to be tall and so did our African parents. To help achieve the GROWTH we wanted, they made us eat a lot of beans. Beans was the CHEAPER and RICHER source of protein on the continent. You wouldn’t meet too many kids that loved beans. Beans was next to malaria drugs. They would avoid it as often as they had the chance. But loving parents knew that children needed all the protein they could get if they were to grow into healthy boys and girls. So parents got CREATIVE, and would often garnish the beans with plantain, corn, bread or even garri supplements that made our beans more DESIREABLE. But we later discovered we could only grow as far as the genes our parents had made available in us and not the amount of beans they made us eat. Like beans, people need brands but they don't necessarily love them. Our job is to find creative 'bean-hacks' in order to achieve the desired Growth for the brands we work on.
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