Last year , during a 2026 PR & Brand brainstorm session with the leadership of one of the largest Fintechs in Kenya, the CEO turned to the team and asked, how can we turn this brand into a “Total”(refering to the energy company) or a “Nike”? what he was saying was – I want to build Institutional credibility for my company, help Me!

Businesses today are operating in an environment of sweeping changes, from AI rewiring how entire industries operate to market volatility, unprecedented economic shocks and for us in brand building, greater audience fragmentation. While the uncertainty can feel daunting, the opportunity to permanently shift consumer perception in your favor and influence their transactional choices exists.

To answer the question, we first must internalize the fact that, today, consumers and clientele gravitate to the entities that are representative of their identity and corresponding beliefs not value propositions.

It doesn’t matter if your product is better, cheaper, exclusive or your cause is more noble.

The business leaders that will steer their companies to Lead culture or contribute to the positive cultural characteristics of being Kenyan, East African and African- will succeed in permanently building institutional credibility than those who will elect to follow trends.

In 2026, move beyond marketing what your product is and focus on who you are – and watch your balance sheet work like magic each quarter.

Let me know how it goes?