Purpose-led Brands
Drive
Township Economies
OUR
SERVICES
We partner with business leaders, distribution and marketing teams, as well as entrepreneurs to shape clear, compelling brand positioning and facilitate market access that drives measurable results — with a strong focus on South Africa’s mass market segment.
Through our three core service pillars, we craft strategies that build brand resonance, develop execution plans that are actionable and measurable, and design initiatives that convert consumers into loyal clients.
Combining strategic insight, market intelligence, and hands-on delivery, we help businesses move from planning to performance. Whether you're a start-up, SME, or an established brand, our mission is to help you lead, grow, and thrive in your market.
We help businesses gain strategic market clarity by developing brand and marketing strategies that are insights-led, market-ready, and growth focused.
We bring the strategies to life through audience focused storytelling, branded experiences, stakeholder engagement & targeted campaigns, to build real market connection.
We drive measurable growth through targeted marketing execution and market access initiatives—turning brand activities into customer acquisition and retention opportunities.
CONSULT
Our Consult service provides end-to-end strategic brand and marketing consulting designed to position your business for growth. We build or refine your brand strategy on deep insights and align it to your distribution strategy to ensure your message resonates with your target audience so that we maximise and optimise your market presence. In parallel, we align your marketing initiatives with sales objectives to create a cohesive path to success. From vision to execution, we translate your strategy into measurable growth.
We also offer a specialist language advisory service—reviewing and refining written content for structural correctness, brand tone alignment, editorial consistency and content governance. Whether you're a business needing polished brand communications or an individual preparing a thesis, our accredited language expert is a member of the Professional Editors’ Guild, and ensures your message is clear, correct, and compelling.
Our Deliverables:
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Brand Strategy & Positioning: Craft a compelling brand identity and messaging framework that resonates with your target audience.
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Integrated Marketing Plan: Develop a comprehensive marketing strategy aligned with your sales goals to drive cohesive growth.
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Distribution Strategy: Outline the channels and tactics to ensure your brand message reaches your target audience effectively.
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Execution Roadmap & KPIs: Provide a step-by-step implementation plan with clear KPIs to track progress and deliver measurable growth.
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Specialist language services, including:
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Structural and editorial review of written content
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Proofreading for grammar, clarity, and correctness
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Alignment of messaging to brand tone and style. Academic and thesis language review for individual
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CONNECT
Our Connect offering helps brands translate strategy into meaningful engagement by creating authentic, insights-led connections with the audiences that matter most. We combine market intelligence, human-centered storytelling, and targeted outreach to ensure your message doesn’t just reach people it resonates. From stakeholder networks to curated brand experiences, we create opportunities that foster real connection.
We also offer a unique storytelling platform through The Fanatic Mindset with Tlalane Ntuli podcast an authentic space to amplify brand narratives through powerful, purpose-driven conversations. This is where strategy comes to life through crafted content, community mapping, and connection that drives relevance.
Our Deliverables:
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Customer and market insight gathering
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Content strategy and message mapping
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Audience segmentation and persona development
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Stakeholder engagement and community mapping
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Narrative platforms that bridge brand and audience
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Branded experiences that connect strategy with real-world moments
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Strategic storytelling
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Campaign content planning and audience activation
CONVERT
Our Convert offering is where strategy meets execution. We deliver data-driven growth marketing solutions that focus on acquiring, engaging, and retaining customers—particularly in underserved and high-potential market segments. With a deep understanding of South Africa’s complex consumer landscape, we design and implement targeted campaigns that drive results both digitally and on the ground. From market access planning to performance tracking, we close the loop between brand ambition and market impact. Whether it’s a high-touch community activation or a scalable digital campaign, our focus is on converting attention into action and creating sustainable business growth.
Our Deliverables:
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Customer acquisition and retention strategies
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Market access initiatives and distribution planning
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Community-level brand activations and grassroots outreach
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Digital campaign development and execution
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On-the-ground tactical rollouts in key markets
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Performance tracking, reporting, and optimization frameworks
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Tactical support to convert strategy into measurable sales and growth outcomes
Johannesburg based
Passion-led
Consultants
OUR
STORY
Welcome to The Fanatic Mindset — where focus meets strategic precision and disciplined execution.
We are a South Africa-based brand and market growth consulting firm with deep experience in the country’s mass market segment. As a team of passionate strategists and execution specialists, we operate at the intersection of marketing and sales — we are not about big advertising ideas, but our value is in leveraging your brand's to unlock market opportunity.
Our strength lies in understanding business context, identifying market opportunities, and designing strategies that connect your brand to its market in tangible, actionable ways.
When necessary, we collaborate with trusted specialist agency partners to deliver best-in-class solutions. We direct and manage their outputs end-to-end, ensuring every deliverable meets the highest standard.
Our philosophy: Clear vision. Sharp strategy. Relentless execution.
THE TEAM
We’re a multidisciplinary team with backgrounds spanning brand & marketing, pharmaceutical supply chain management and project management, each bringing a distinct lens to strategy and execution.
At the helm is Tlalane Ntuli, a seasoned brand & growth strategist and founder of The Fanatic Mindset.
Tlalane brings depth, authenticity, and strategic insight to every project. Her approach blends corporate acumen with entrepreneurial grit which she combines with her passion for execution to deliver excellence.
Tlalane Ntuli
Founder & Strategic Lead
With a career rooted in senior leadership at major corporates and as co-founder of the Insurtech disruptor Yalu Financial Services, she has over 20 years of experience building and growing purpose led brands with clarity and impact.
As growth executive at FNB life, Tlalane spearheaded the exponential growth of the Bank’s Funeral cover offering making it the fastest growing in it's category over the period.
She is a University of Cape Town alumna and is known for her innovative thinking, her discipline to execute, and her ability to turn bold ideas into tangible, real-world impact.
Lerato Maphasa
Convert Lead
Teboho Khetsi
Consult Lead
OUR
PODCAST
The Fanatic Mindset with Tlalane Ntuli is a storytelling platform that spotlights individuals who have achieved remarkable success by staying obsessively focused on what drives them. These aren’t just interviews—they’re strategic, insight-rich conversations designed to inspire, inform, and ignite action.
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