Premium positioning lessons from the continent's emerging brands.
For decades, the narrative around African business was about access and affordability — getting products to the mass market at the lowest possible price point.
That era is not over. But a new one has begun.
A growing class of African consumers is demanding premium. They are not looking for Western luxury — they are looking for African excellence. Products and services that are world-class, rooted in the continent, and unashamed of it.
This is an enormous opportunity for founders who understand positioning. Luxury is not about price alone. It is about story, consistency, and exclusivity. It is about being the brand that people are proud to be associated with.
The founders winning in this space share a common trait: they did not compromise their positioning to chase volume. They held their standard, served their audience, and let the brand build itself.
Written by Mark Nii Barnor Adom. About the author