Mustard

An entrepreneurial team of engineers, designers, storytellers and investors, who believe... Story is king 👑

[Ndubuisi Kejeh @ndkejeh]

If you think about it, as a brand, if you're not with your audience then what exactly are you doing??

@onlybymustard #StoryisKing 👑

[Mustard @onlybymustard]

Why do we build companies Inn this way?? 🤷🏼‍♂️🤷🏼‍♂️

[Ndubuisi Kejeh @ndkejeh]

The Harvard Study of Adult Development tracked people for 80+ years to find what makes us live longer, healthier lives.

The answer wasn't fitness or genetics, but relationships.

So why do we build companies like human connection doesn't matter? 

https://t.co/QYMhXkd76a

[Ndubuisi Kejeh @ndkejeh]

What if the most valuable asset isn't your product, but your ability to move people? Can you prove your message resonates before spending capital on operations and inventory?

#StoryisKing 👑

[Ndubuisi Kejeh @ndkejeh]

#StoryisKing, product is proof.

Most people build the product first and pray the story comes later.

I'm flipping that: ship a maximal authentic message (MAM), then earn the right to build (an MVP).

The narrative moves people. The product proves you meant it.

[Ndubuisi Kejeh @ndkejeh]

What if the entire playbook for building brands is backwards?

We build products, then find customers. But what if connection came first?

I've pushed a Substack on our tests at @onlybymustard to see if narrative-first is the most efficient way to build.

https://t.co/7jNYN4bMFX

[Ndubuisi Kejeh @ndkejeh]

2 years ago, I wrote how we link products to their brands, not their raw material origins. Then, no African cacao brands were visible or retailing in the EU.

Now @onlybymustard and Chelsea's @salomonkalou have co-founded Oumé.

Stay tuned!

#StoryisKing

https://t.co/wXibxvARaS

[Mustard @onlybymustard]

Do you agree? Or think otherwise? Let us know.

#bymustard #brandnarrative

[Mustard @onlybymustard]

Scout's landing page is now live! 

We're not too far away from setting venture no. 1 out free into the wild. Tap “BRINT IT” to register, and follow @scoutfrl on socials, to be the first to know about the iOS release 🔥

[Mustard @onlybymustard]

@WAFFLESNCREAM @supremenewyork @dailypaper @redbull @Vans @bathu_sa @soleRebels #MovingBrands pt.3
Share your thoughts on Wafflesncream 🤘

📸 credit: @thenativmag 🙏

[Mustard @onlybymustard]

What will @WAFFLESNCREAM do next? Launch a skatepark in Lagos? Build WaF skateboards to go with their apparel? Grow an even bigger community through VIBES, Pop Ups and other in-person events? They seem to be planning all of the above.

[Mustard @onlybymustard]

@WAFFLESNCREAM @supremenewyork @dailypaper @redbull @Vans We’d also love to see collaborations with other intriguing brands from other parts of Africa, such as @bathu_sa and @solerebels. What do you think, and which other brands do you think we should hype as part of Moving Brands?

[Mustard @onlybymustard]

In your opinion, which would make the bigger impact and win at the end of the day? 🤔🤔

Find out more in this Reframed episode with US comedian Orlando Baxter

https://t.co/Ikb3CBW1jG

[Mustard @onlybymustard]

You have two choices when you’re trying to start and grow with a budget on social media.

📌 You can push out a lot of “not great”/OK/(or ChatGPT 😂) content to add to the noise;
📌 Or you can go against the grain, knuckle down with your craft, and push out fewer pieces of art.

[Mustard @onlybymustard]

#MovingBrands pt.2
Stay tuned for part 3! 🤘

[Mustard @onlybymustard]

“There are no designated spaces for skating in Lagos… we have been working tirelessly on changing that. In conjunction with the Lagos State Government, we will open West Africa’s first public skate park”. - WafflesnCream

[Mustard @onlybymustard]

Kicking-off by selling t-shirts, opening a store conveniently called “Shop” in 2017 followed by the VIBES experiential platform, and now moving onto designing their own skateboards; we have loved the WafflesnCream world they have built to date.

[Mustard @onlybymustard]

While passion is essential for launching your ventures, it is insufficient for sustaining success.
What you truly require is structure. 

Join the conversation in this interesting reframed episode w/@Daby Osuji

https://t.co/1J6GfIhysQ

[Mustard @onlybymustard]

Back in 2019, we asked a question to an intern…“Can you name three #brands from #Africa that move you?” His response introduced us to the world of @WAFFLESNCREAM - #Nigeria’s first #skateboarding lifestyle brand.

Since then we've been hooked! 🤘🔥

#MovingBrands pt.1