When a company launches its second product, the user usually stops being able to say what the brand is for. That’s the fragmentation trap.
This is why we built a positioning, messaging, and launch framework specifically for multi-product companies. Part 2 of a collab with @semilooreakoni on Nigerian fintech rebundling.
What’s inside:
✓ Three-layer messaging hierarchy (core narrative, per-product positioning, feature messaging)
✓ The brand architecture decision every operator drifts into by accident
✓ Cases from PiggyVest, Moniepoint, OPay, PalmPay, Carbon, and Notion
✓ A fillable framework template with thirteen worked examples
For founders and PMM leads at multi-product companies, especially the fintechs and SaaS ops in the middle of rebundling right now.
The full breakdown is live in this week’s MIA Newsletter. Link in bio.
Good marketing doesn’t end at acquisition. What happens after it?
Lifecycle Marketing in Africa is back at standard price.
If you are ready to take retention and customer journeys more seriously, you should get one.
Link in bio.
A company that moved 412 trillion naira in a year did not acquire a restaurant software startup to protect 0.71% of its volume.
So what did they actually buy?
The full piece is on my Substack. Link in bio.
A few weeks ago, I was at Engage 2026 by the hive socials @engagecon_ and I spoke about starting out in social media management and the decision to pivot during COVID in 2020.
Something I’ve been building for a while is finally ready.
Lifecycle Marketing for Africa is live.
Not adapted from a Western playbook or translated and hoped for the best.
Built from the ground up for Nigerian products, Nigerian users, and the real constraints that make most global frameworks fall flat before the first sprint is over.
Every framework in this course has been tested on African products. The problems it solves are the ones your team is probably sitting with right now.
One of the most expensive mistakes I see Nigerian products make is losing users in the gap between first value and first redemption. That window is where retention is won or lost. The course starts there.
If you work in marketing, product, growth or you are building something and trying to figure out why users aren’t coming back, this was made for you.
Use the coupon code “SEMILOOREAKONI” to get it for to ₦9,999. Valid for the next 5 days✅
Link is in my bio.
