By Prosper Mene
Johannesburg, South Africa
For marketing director Lerato Makume, the future of branding isn’t about copying global trends. It’s about looking homeward. In her current role leading brand strategy for a pan-African consumer company, Makume is proving that culture isn’t just a campaign theme but the foundation.
“African culture is not a niche,” Makume says. “It’s 54 countries, thousands of languages, and stories that have been selling long before billboards existed.” That philosophy drives how her team builds campaigns, product names, and even packaging. Instead of retrofitting Western concepts, they start with local insight: proverbs, aesthetics, rituals, and everyday behaviors that already resonate.
Under her leadership, recent campaigns have leaned into indigenous textiles, isiZulu storytelling formats, and community-driven activations. One recent product launch used oral history techniques to introduce the brand in rural markets, with elders narrating the brand story in local languages. The result: higher recall, stronger trust, and sales that outperformed projections.
Makume argues that “rooted” doesn’t mean “traditional only.” She blends modern marketing tools with African context. Data analytics inform which cultural insights scale. Digital platforms amplify stories that once lived only at community gatherings. The goal is brands that feel familiar at home and compelling abroad.
Her approach is also shifting internal culture. She’s pushed for marketing teams that reflect the markets they serve, and for creative briefs that include cultural consultants alongside designers. “If your boardroom doesn’t look like your customer, your brand won’t speak their language,” she notes.
Industry observers say Makume’s work offers a blueprint for companies trying to build long-term equity in Africa. Authenticity drives loyalty, and loyalty drives growth. For her, success is measured not just in market share, but in whether consumers see themselves in the brand.
While African consumer markets grow and global brands compete for attention, Lerato Makume’s message is clear: the most powerful brand story is often the one that was already there. You just have to listen, respect it, and build with it.
