1. Notes: 2 / 1 year ago 

   RE-BRANDING AFRICA: Deconstructing The Brand

   We live in a world where shock value regularly trumps true value. Consequently international aid agencies either play ball or loose the opportunity for funding. And it’s not just the funding mechanisms that are tainted, it’s the “brand” that’s generated in order to garner the funds.
   
   The media are looking for scenes of destruction, starving children, AIDS victims and tyrannical dictators toting gold plated AK-47s. Why? Because it gets people’s attention, and more specifically, their donor dollars. Pull those heart strings hard enough and money should fall out.
   
   What if the media focused on Africa’s beauty, excellence and ability to rise above their circumstances? I’ve studied Africa most of my life, and have lived there (Rwanda) for four years. She is awe inspiring, magnificent in her vast beauty, with so much untapped talent. But that is not her brand.
   
   Does America have corruption, disease and poverty? Of course. But people from all over the world come to America in droves to visit, invest and build businesses. People expect greatness out of America. Why? Because America has done an outstanding job of branding itself as the home of freedom and thriving businesses. 
   
   What if we approached Africa’s brand from the same perspective; that of a great tourist destination and place to invest and build businesses? Might that accomplish the desired results better than continuing to portray her as the charity case we’ve made her out to be? What if we expected greatness from Africa, and then marketed her that way?
   
   Imagine it; “Come to Africa, home of spectacular wildlife, more resources than almost any other continent, overflowing with business opportunities and all the talent and manpower you could ever want. Africa, promise land of the future”. Certainly paints a different (yet accurate) picture than we’re used to doesn’t it?

2. Notes

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These are my thoughts, and more likely my agendas. Let’s call a spade a spade. I want to inspire people to treat each other with love and respect, and to live each second as if it were our last.

At the end of the day, I appreciate the journey, good and bad. I believe there is purpose in everything; literally everything. And the more I embrace that, the more I truly live; the more peace I have.

I believe in the social entrepreneur model, as opposed to the traditional forms of aid that have crippled developing nations for decades. And on top of that, I believe the fashion industry is one of the best industries to leverage as a tool to combat poverty and help restore dignity to developing nations. So that's my thing. If that's not appealing, you might want to read a different blog.

I believe in the power and importance of ubuntu. I aspire to do more…more than I have to. I won’t "change the whole world", but I intend to make some significant improvements along the way as I try. And I’ll fight for all sorts of justice, up to the day they throw dirt on me.

I thank God that I get to live this life. Carpe diem.

+ Comments are welcome. I'd love for this to be a two way conversation. +

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