Mission: Rebranding Africa

Best product in the world
“As a ‘product’, Africa is unequalled. We have everything here – landscape, seascape, flora, fauna, an extraordinary diversity of peoples and cultures, wonderful cities, parks, forests – and valuable mineral resources. But we are still not in charge of our brand. We are still letting other people tell our story. 

“Other regions, with less than what we have or with a more deplorable history, have found ways to reinvent their nations. We are not working together. It is unconscionable that intra-Africa trade is only about 12-15%, whereas intra-Europe is above 60%. Recently it was established that a 1% increase in intra-Africa will result in $50bn income for Africa. That’s what we get in aid – and clearly won’t need if we work together and look to our continent for growth rather than external aid.”

He puts this down to a lack of confidence caused by colonialism and the apartheid system. “We have been consumers, not contributors, except for raw materials. But we cannot live in isolation. We have to start contributing what is a unique African brand to the world. We have to build it and market it. Everybody wants a piece of Africa – and sees the opportunity. It is worth noting that while the West has a past, Africa has a future. There’s a new Africa emerging – and we must be in charge of it,” he says with a smile.

He is delighted that the ‘best brands’ ranking his Brand Africa and partners put together shows that “Made in Africa” is gaining ground against global brands in Africa brands, not only those operating in Africa, but even worldwide, as is the case with mobile brand, MTN, which feature among the most valuable brands in all key global surveys.

“We are turning the corner as a continent,” he says with a twinkle. “Africa is beginning to flex its latent potential and muscle.” With that, he bounced out, shaking hands, connecting with other delegates gathered in New York for among others the UN General Assembly and African Business Awards. He has a huge job on his hands – he has set out to lead the charge to rebrand the continent no less. He will need all his energy and creativity – and the support of the like-minded people he is marshalling across the continent.