/ Mission



the giants

At FourthCanvas, we are inspired by emerging brands who disregard the ‘disadvantages’ of their novelty but double down on the irresistibility of their innovation, and communicate this distinctively through the ways they present themselves and engage people via new media. These brands take every opportunity to embrace disruption, etch a place in the minds of people, warm their hearts and earn not only patronage but love, thereby achieving sustained success and overtaking the ‘giants’.

We hope to, through #AfricaChallengerBrands, advance the conversation on the relationship between intangible brand value and business success, thereby aiding more brands to emerge and disrupt the status quo across sectors.

To inspire African brands to be more intentional with their mission, communication, distinction and overall appeal, by shedding light on the best examples and what they have been able to achieve as a result.