Re-branding Africa

Re-branding Africa

Africa is the poster child for poverty. It has been for decades and will probably continue to be as the scramble for resources is aggressively pursued. The global financial recession means donor funds are severely limited and the fact that the "trends de jour" are plenty; climate change, violence against women, governance and democracy, etc. - means that projects will have to enhance their branding to catch the attention of the donors. With this in mind, the portrayal of the African Paradox is highly strategized to employ sympathy while luring investors with innovative solutions promised to end this endemic or another. While the number one branding strategy is that of poverty, corruption and wars, there is a competing campaign to...Read More

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