What a South African Safari Taught Me About Branding Ecosystems
May 11, 2026
I just got back from a safari in South Africa this week, and oddly enough, it got me thinking about marketing. (I can’t help it!)
Watching the ecosystem out there made me realize just how many brands are comparing themselves to companies operating in completely different environments.
The Consumer Food Chain
THE BIG DOSE
One thing I noticed on safari is that every animal survives differently depending on its environment. The biggest or loudest animal isn’t always the one thriving.
And… brands work the same way!
One of the biggest mistakes I see health and wellness brands make is comparing themselves to companies operating in completely different ecosystems.
A small wellness brand does not need the same strategy, budget, or audience as a national brand to be successful. In fact, some of the biggest marketing advantages right now actually favor smaller brands: community, trust, personality, flexibility, and authentic storytelling.
The goal is to understand what makes your brand valuable within your own ecosystem and lean into it consistently. Because in marketing, just like in nature, survival rarely belongs to the brand trying to be everything to everyone.
Rapid Release
QUICK HITS
- YouTube Shorts continues to be the best tool for growing visibility on YouTube right now. How you can turn it into short-form clips that drive new viewers back to your channel?
- PR expectations might be getting a little out of hand. Health and wellness brands are seeing a huge increase in influencer outreach lately. It may be time to create a dedicated influencer partnership email before your inbox gets overwhelmed.
- And finally… a shameless plug.😉 New episodes of our podcast Market Like a Mother are streaming now on YouTube, Spotify, and Apple Podcasts!
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