Marketing Africa to the world
How do you market Africa to the world? Is there such a thing as Brand Africa? And if there is, does it help or hinder the continent?
In the aftermath of a successful football World Cup, South Africa has been hosting an interesting conference here in Johannesburg to explore ways to build on that positive image.
A few delicate sparks flew early on as a rift emerged between the business community - anxious to talk about Africa's "can-do spirit" and ways to focus on "aspirations" - and more sceptical voices arguing that the continent shouldn't be trying to airbrush away its problems.
Santhie Botha, chief marketing officer for the telecom giant MTN, muttered that she felt "like I want to slit my wrists" listening to Jay Naidoo railing against the Fifa "mafia", his country's "apathy" and other failures.
Unsurprisingly, South Africa seems to have done rather well - image-wise - from the World Cup, nosing ahead of Spain and Russia in a new survey of "brand strength". But tellingly, that same survey couldn't evaluate the rest of the continent due to a lack of data.
Dambisa Moyo picked up on that issue during her speech. The author of Dead Aid is still bemoaning the distorting effect of decades of foreign aid on the continent, and pointed out that only 16 countries in Africa had bothered to get credit ratings - leaving investors with "a bad smell" from countries that haven't.
Rwanda - where Ms Moyo says one "can get a business licence online in less than 30 minutes", as opposed to two years in some countries - proved to the rest of the continent that "it is possible".
Ms Moyo argued that Brand Africa was generally a negative thing, associated internationally with war, disease, corruption and poverty.
That might be unfair to more prosperous, better-run countries on the continent, and unjust given the fact that there are more poor people in both India and China that in all of Africa.
But in marketing terms, she argued, the whole of Africa was "tarred with the same brush... no country is an island".
I’m 
~RS~q~RS~~RS~z~RS~13~RS~)
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First, I wish that Africa’s many countries would come together as:
The United States of Africa.
In this way, acts like the CPA (Consumers’ Protection Act), designed to protect consumers from unfair marketing practices and shoddy workmanship would make not just South Africa, but all of Africa consumer-protected.
It’s important that products to be manufactured start with good raw materials.
Africa’s potential market (generally speaking) has a poor image of the continent. No matter how hard "advertisers" try to sell the wares, the “heart of darkness” seems to surround them. That is why the World Cup was so important. It provided good press.
Out of that came The Africa Leadership Retreat to promote the African image; it does this by bringing Africa’s marketing intelligence together to reveal a brighter image for the continent. It is called the: “Africa 2.0 initiative”. (I don’t know where that name came from, do you?)
One conclusion of the Africa 2.0 initiative is that "Africans" is an easier concept to market than Africa. Something about this idea strikes me as true – the African People, united.
If a country sells itself as business friendly, it needs to be business-friendly. This means low potential for sudden outbreak of war or famine. This is one of the reasons that it is so important for there to be the forum of the United States of Africa. Africa, for the sake of all Africa, must learn to settle its differences at a united forum.
It may also be helpful for business promotion to promote Africa through its own domain: dot.africa domain or dot.african domain. Again African Unity should be promoted with this domain, not Somalia or Ghana, or any other African country, but all Africa together.
Africa has all too often been exploited and abused for raw materials; then, finished good are sold back to Africa at foreign mark-up. I believe that as far as possible, Africa should make and sell its own products from its own raw material...and market abroad.
A United States of Africa would likely alleviate unfair practices such as Africa practically giving away its mining resources while foreign countries make mega profits.
Former colonial powers divided Africa, kept her divided because division divides power. Division kept Africa weak.
It’s time for African countries to stop the division. Unite under a United States of Africa. Come together to make the best decisions possible for all Africans.
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Andrew: Thank you for your blog and the opportunity to comment.
I love Africa - its natural beauty and human potential seem limitless. But many African nations, to the detriment of their people and disappointment of the world, are comfortable with a norm of violent internal and external conflict.
The African Union is characterized by two major deficiencies: weak or absent leadership, and an absence of consensus-building. With the exception of Muammar al-Gaddafi, there are no coordinating leaders who would move African nation-states toward a federal republic. There is no African Union constitution, and no constitutional convention is planned. One is greeted at the AU website with a smooth animation proclaiming, “Africa Must Unite.” But it appears that the African Union lacks the willingness and ability to form a truly unified national government. One might conclude there is no national will.
There is little progress toward a national African legal framework, thus no enforceable rule of law, federal crimes, federal courts, or supreme judiciary. The African Union opposes the International Criminal Court’s indictment of President Omar Hasan Ahmad al-Bashir, allegedly responsible for the deaths of thousands. (Absent a national African court system, there is no other mechanism to indict him.) The African Union does not honor the indictment, and seeks to suspend his indictment or dismiss the case.
Lacking a national infrastructure, African Union members continually express a sense of entitlement to Western aid in the areas of development, refugee management, food, security, ad infinitum. Nongovernmental organizations, supported largely by American and European donations, are very big business. Developed nations and the World Bank have poured massive aid into Africa. Their assistance, coupled with debt forgiveness, has encouraged dependency and discouraged self-sufficiency of African nations.
The United States, African Union, European Union and United Nations, in their support of the Transitional Federal Government of Somalia, have ignored the phenomenal example and achievement of democracy in the unrecognized self-declared state of Somaliland. It is folly to devalue Somaliland, a democratic jewel, by immersing it in the greater Somalia madness. Somalilanders have attained a small measure of rule of law, representative government, and security, all of which enable their better life. Who can blame them for rejecting any association with the chaotic and conflict-ridden Greater Somalia? Somalilanders have thus far successfully dissociated and defended themselves from militant Islamic aggression.
Some African leaders are tyrants who feed their fragile egos by pitting factions, tribes, clans, religions and nations against each other. Cooperation, peace initiatives, mediation, compromise, and peaceful coexistence are anathema to the power hungry. The world sadly observes escalating violence, and displacement of millions.
Lacking true African national rule of law and the power of enforcement, African Union leaders are unable to fix Somalia, Darfur, Guinea, Niger, Mauritania, Madagascar and myriad other intra- and international conflicts. The long-promised African Standby Force has failed to stand up, demonstrating yet another lack of command leadership and commitment to stability. The African Union must unify to form one nation of states (a de jure federal republic), to include a federal defense organization with integral guard and reserve. Africa would become a sovereign nation, with many sovereign states. Under the authority of a federal code, a national emergency could be declared by the African congress and head of state, and national guard troops could deploy to pacify warring peoples. The people of Africa are obstructed by ineffective leadership which has been unable or unwilling to craft meaningful public policy at the highest levels. A confederation offers the best hope for peace in Africa.
Who will guide the continent toward national rule of law and representative national government? Where is the spirit of union? What’s taking so long?
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Marketing Africa to the world?
I continue to have a problem with foreign media lumping 53 countries on the African continent as one country. Countries like Morocco, Algeria or Egypt are not even considered part of Africa. These North African countries are referred to as the middle-east or Arab Countries.
No wonder the rest of the world continue to think Africa is a country.
Can anyone tell me why Europe, North and South America are never lumped as one country? Let U.K. Prime Minister visit the United States, the news headline will read "Prime Minister visits U.S." But, let Prime Minister visit Nigeria. The headline will read "Prime Minister in Africa"
This miseducation needs to stop.
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its simple really,no president should be allowed to sit for more than two terms. i dont know why other african countries stay so loyal to dictators. the longer a president sits the harder it is to remove him.democracy maturity is improtant. i know i refer a lot to south africa but we were able to remove a sitting president(thabo mbeki) with no problems.where else in the world can one do that?the day africa stops having presidents run for 20years and passing power to their families/allies the day we will be better marketed
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I agree with Dambisa Moyo. Aid is largely responsible for Africa's poor image abroad.
Western charities' TV advertetisements for donations portray black children with spindly limbs, pot bellies and flies on their faces.
Western so called campaigning NGOs go on about corruption and wars. One would be forgiven to think that corruption and civil war are uniquely African phenomena.
Because aid hasn't worked, someone or something is to blame. So, the blame falls on the African himself. Aid hasn't worked because the African is corrupt. Hey presto.
Aid gives the donor licence to say all sorts of things about the recipient.
Africa's image isn't going to improve until we stop accepting aid.
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What are the problems with Africa? Well there is a very straightforward answer to this one. The problems are corruption, nepotism, lack of accountability, lack of transparency and exponential human population growth. This applies to all sub-Saharan African countries. There is no exception to the rule.
What’s right with Africa? I have battled with this one for a long time. It puzzles me because, despite being pessimistic, I have a strong passion for the continent and would like to live nowhere else. It is a very lively place and there is never a dull moment in Africa. I almost thrive on the chaos. But this cannot be what is right with Africa.
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The last sentence hits the nail on the head. Outside of Africa, the entire continent (or at least the sub-Saharan part) is looked at and judged as a whole. Few ordinary people distinguish between one African country and another.
'Brand Africa' already exists, whether anyone likes it or not, so it couldn't hurt for African countries to more officially/formally promote themselves as a group.
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Regarding a United States of Africa, I don't see why not in the case of many countries.
I mean, a lot of them contain many different ethnic groups that have historically been enemies. In a few cases, a single ethnic group is divided by two or more countries. European colonial powers didn't really take into account the locals during the 'Scramble for Africa'. They just got as much land as they could without antagonizing too much other European powers, and formed a colony.
So making a gigantic country (the largest in the world by land area, and in a decade or two most likely the largest by population) would be not much different than the situation now. North African countries and Ethiopia might consider staying independent, as their states are more established and were not formed arbitrarily by some foreigners from another continent.
However, one has to wonder if moving in the opposite direction would be better for Africans. What if African governments agreed to scrap their current borders, and form new countries based on ethnicity: each major ethnic group would get its own country? This would never happen, for many reasons but mostly due to relinquishing power and resources, but if it did, Africa would probably be a lot more peaceful, orderly, and maybe even less corrupt (one might be less likely to cheat 'one's own' than some 'outsider' from another ethnicity).
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@ BluesBerry
A united States of Africa is a long way in the making, lots need to be done in order to even think about it. Calling for the US of Africa is extremely premature. Most nations on the continent are unable to progress at nation building on that level.
@ Will Walsh
I must take offense. Though some ZA leaders are incompetent and corrupt, they hardly deserve the title tyrant. Further I am unaware of any who -
'feed their fragile egos by pitting factions, tribes, clans, religions and nations against each other. Cooperation, peace initiatives, mediation, compromise, and peaceful coexistence are anathema to the power hungry'
This definately is not the South African reality. Factionalism within the Tripartite Alliance yes, but against nations, religions, an tribes. Tribalism is a very dangerous issue, thankfully in ZA we do manage to live in peace side by side, of course the violent crime excluded - whick incidently has got nothing to do with your statement. You also make a statement of an 'African nation' there is no such thing.
I must agree though that the AU must do a lot more to gain credibility. But most member states are unwilling to accept its authority, and they also refuse to pay their memberships, leaving a struggling body, that has so much potential yet so little sting. And then let us not forget the lack of promoting universal human rights and its safe guard...
@ Vincent van der Merwe
Have you forgotten about Botswana...a prime example of good and just governance in sub-Saharan Africa. BTW given the issues that face us at home in South Africa, all in all we are not doing a very bad job, but then we are far from doing an excellent job either. Dont loose your passion for ZA. Great things are happening...and we all must participate. Good things come to those who wait, but we must work and stand together!
Back on topic, Brand Africa? I dont think so, what would be better, and more effective is to brand success, at national level. The issues facing Africa in general are vast, whole regions dumped into conflict and strife, severe lack of infrastructure, lack of skills, this will do more damage. Branding on a national level will dispel the notion that Africa is ONE country, perhaps in promoting its diversity more good could be achieved.
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Marketing Africa under a single concept is not only a far reaching idea; it is also an impossible dream. Would anyone even think about the same kind of thing for Asia?
We can see today what are the problems in Europe with the so called European Union. The closest we could get would be some kind of system where the equal official languages countries would come toghether in a kind of organization like the portuguese did with the PALOP (African Portuguese Official Language speaking Countries). Could be done with french, english and arabic. But even so, there are too many cultural and geographic differences to be viable. Marketing Africa under a single concept is impossible, even in the long run!
We have to look for new ideas. Maybe trying to overcome the borders set by colonial powers, joining cultures across those politically set borders... A whole new prespective that has probably never been tried before.
Step by step, starting with a strong and steady fight against the corruption that is the real sickness of the continent. This requires large and steady investment in educational and cultural resources. Maybe then we could start growing a dream. Until then we will keep watching the same misery that makes it impossible to sell Africa to the world.
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Marketing Africa to the World should never be a Problem.
The Only PROBLEM we as South Africans face is that we the Black Public have no say or voice in the MAINSTREAM PRINT MEDIA!!
So example:
The MAINTREAM PRINT MEDIA is failing to Transform itself.
Its run by Four Monopolies some of them dont even have a Black African Shareholder, can you believe this. And this is all happening in South Africa.
Then you have these same Media Houses trying to Market Africa to the WORLD!!
You can forget it!!
The Tiny White Minorities still Dominate PRINT MEDIA in South Africa!!
So how can these Bitter White Minorities write anything positve about the SA Government, the ANC?
You answer that.
Anyway the ANC should save us from all this mess.
Even Harding himself was negative in my view about SA before the World Cup in SA!!
Harding you can delete my comment, its all COOL!!
The truth hurts!!
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Yeah Andrew its people like who are so quick to Quote the White Dominated PRINT MEDIA in South Africa and their style of reporting!!
Please let our Leaders speak in their own words!!
And stop the Tendencies of being an Opposition Mouth piece.
Delete if you like
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1. Well, unfortunately this might not be the topic but it is true that the media is controlled by people who `seem`to have ulterior motives. I dare you to pick any newspaper anywhere in the country and try to find a positive story about.a) The government , b) The ANC or Alliance or try to find a negative story about opposition parties.
2. Anyway back to the topic at hand, I fail to understand why South Africa or Botswana would want to amalgamate its marketing with the rest of Africa. I agree Africa as a Brand does exist but shouldn`t we be trying by all means to dissasociate ourselves from the rest of the continent. I understand why MTN would like a stronger Brand Africa but the truth is viewed very negatively by The World and believe it or not most South Africans too.
Why did we brand our World Cup as Africa`s World Cup when Morroco were so livid at losing the bid that their officials claimed Blatter hated Morroco. I bet you if they had won the bid it would have been their world cup and their success not Africa`s.
If our success depends on Brand Africa, God help us all.
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@ JustinCase-ZN
Totally disagree with you on point number 1...
Today in the Sowetan -
http://www.sowetanlive.co.za/news/2010/09/21/cosatu-hits-out-at-zille_s-radio-show
The issue is that the government is failing the people, corruption, nepotism, fraud, corrupt BEE policies, deteriorating public health and education, high crime, huge jobless figures, crumbling infrastructure...but perhaps you are right the Mabenzi deserve to live in peace, the easy life, robbing the people without any shame...
The reason the press seems to be overtly anti-government is because of what I have mentioned above, not all government policies are a failure its just the most tend to go that way. Likewise there are fewer negative reports on the Opposition because they dont fail as much as the government, they also dont govern the whole country and therefore does not have as much opportunity to mess things up.
Funny though the Western Cape under a DA government is the only province with unqualified audit reports, the rest of the provinces have consecutive qualified reports and the Eastern Cape had consecutive qualified reports, but managed to obtain Adverse and Disclaimer reports (to the extend that the National Government was forced to put the province under central administration to avoid a complete collapse of services, again the irony that the Eastern Cape is the ANC stronghold)Mupamalanga and Limpopo going the same way...
Tell me, in what type of country would you really like to live in...?
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Dear Revolutinary Humanist (sic), Before this becomes another DA vs ANC debate I was merely pointing out the obvious that out of 40 or more regional and national newspapers you actually managed to find one, `The Sowetan` nogal that is critical of the opposition. You forgot to mention that the others are projecting the demise of the Alliance, or how much pressure Zuma is under. Mind you I did not mention any opposition party by name, you did.
The fact of the matter is the DA is a white/minorities party and no matter how many clean audit reports it gets in the Western Cape, it will never rule South Africa. Even if it joins up will all the opposition parties. It`s only hope is the break up of the ANC hence the media campaigns by print media and online bloggers like you to paint it as a failure.
Hungry people do not care about audit reports, they care about houses like they do in Hout Bay. They want a leader who listens and not shout them down like the premier did.
Until the DA changes its policies from anti ANC to people centred politics, people in the rest of the country will never care. Changing its name and the face of the leader might help as well. As much as Zille has consolidated minority support she has not gained any amongst the rest of the population no matter what your stats say.
As I was before I was interrupted South Africa is a very strong brand and does not need countries like Zimbabwe and Equitorial Guinea to make it look bad. Why would you band yourself with bad apples when you can stand alone and say I am the best.
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@ JustinCase-ZN
Love the 'nogal' statement. I read most of the major publications, the Mail & Guardian, Sowetan, Sunday Times, News 24, Daily Maverick, Beeld etc.
The press would project the demise of the Alliance, since what the 3 partners say and do are completely at odds with one another, and recently its become quite a spectacle, it is an image they themselves project. All 3 using the media to make their issue public anyway. This is not to be understood as a bad thing, it forces them to actually re-evaluate and reassess their approach to Mzansi's problems. It will facilitate a transparent, democratic process.
Regardless of Zuma's shortcomings, I quite like the guy, but then he must do more to assure the country, take charge and lead. He manages to say the right things and hats off. Definately much better than Comrade Mbeki. One thing that I strongly disagree with is the new media and information laws....red flag!
The official opposition is the DA, so lets give them credit where its due. Lets be objective, the DA can't be a white/minorities party exclusively - they dont have the numbers, and it really isn't. Perhaps you should have a look next time they march. That said, more and more South Africans are looking towards an alternative government, not that the DA would be one anytime soon, but the bigger the DA gets, the harder the ANC would have to work, and deliver on their promises. So all in all its a good thing, everybody wins.
Hungry people should care about unqualified audit reports, because that means there is almost a non existant corruption, an effective delivery of services e.g. housing, education, health, security etc. A leader should not only listen to the public, but actually do something about the issues that face them. Improvement being the opperative word!
As for the ZA Brand!!! A good job all round very proud of Mzansi!!!
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Almost all media, is negative in order to sell papers. I would love a paper that says "what a great day and everybody is loving it!!!" It is not the case. Corruption is the at the same level as the rest of the world, or in reality the west, as its their kingdom games from the 1000-1500, that is the faux - beginning of this game. It is just a lot more obvious, in a sharp pyramid system. Corruption truly is a capitalist problem not an African one.
Anyway, Africa will be the last of the super powers, it will be the biggest by far and the quickest to achieve its power and dominance. This is obvious to anybody with a business brain. Its not a question of if Africa gets there, only when, and with which majority systems (AU or otherwise)in place. America and Europe has done extraordinarily well at suppressing the obvious. Aid, Charities, Debt, high tariff, high quota, propaganda etc
However more importantly than the past, is the current and continuing Super power of China is the best middleman to input achieve this exponential growth. Africa is the no1 for natural resources, no1 for untapped labour. Oh so what they haven't been getting all this time is access to markets and significant capital investment. Hello China.
China is like hello Africa we have so much capital, we bailing America out however all their markets are saturated. So we will be your capital investors and make the widest margin possible.
examples of this has been in governmental land rental (usually 40 years at a time) to Chinese companies. So therefore this is long term. So no there will not be continuing misery as someone else said. but there may be continuing chaos. But probably not for long by 200 years time, you see what i mean. the population of Africa however is still relatively low compared to resource size and other Super powers - India, China. Unlikely a decade or 2 as previously suggested.
Marketing you have to start with your target market, if they believe in the Africa as one Brand, then whatever you do have to start there. Only after significant knowledge has been imparted can you start to diversify. I was at mount Kenya , it was early morning and an older lady (60 odd)had just been served with a cup of coffee, said she love the taste of African coffee and wished she could get some back in the UK. Her favourite brand at home (uk)is Kenco.
I did my masters (in marketing) recently in the Midlands in the UK 60% of the graduates were Chinese, 25% West African, 20% Indian, 5% indigenous. So the technical knowledge is on its way all you need is manufacturing did i mention the Chinese.
Which ever way the post colonial propoganda has tainted the view of Africa it did it as 'one brand' in order to extract maximum amount profit, this the same door by which to enter the market. (marketing is the attempt to capture brain space of the individual). this holistic approach will also help reunited other Aficans abroad e.g. African Americans. of which many could be great investors e.g. Russell, Andre, and Timothy, these guys market west african beats you know that hip hop thing that is always on the wirless.
Anyway in conclusion, no need for emotion one way or the other the business facts are there it is an unstoppable future Super power. So don't act like you don't know the rest of the world is built on the African resources and labour, except this time Africans will be in control with its 'third world' friends India and China.
More worryingly it is what lies beyond all of that, is where it gets interesting. With the loss of communal-ism and oral tradition to achieve this capitalistic goal, means, each generation doesn't see the world a fresh light and live in total balance with their environment. Hopefully more than infrastructure, or legal reforms, anti corruption tasks forces, tariff, and quotas will need to be achieved, but the retention of smiles, openness, warmth, and a oneness for all the world and for all humanity only the motherland can provide.
Take it Easy!!!
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Isn't it funny how the Brand Africa website is based in London? Not cool
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Andrew, there's no need to market Africa to the world. As a professional trader employed with a well known global bank I am fairly sure we are on the verge of another financial crisis that will make 2008 look like child's play. Global banks will fail as overextended 1st world consumers won't pay their debts. The only problem is that when banks fail then working capital to keep things like fuel (oil and coal) supplies going runs out. And when Europe doesn't get coal (from SA) or crude oil then homes freeze and the food in Tescos runs out. When the power shuts off then drinking water and sanitation systems also fail. People will flock to the cities but that won't help. The entire 1st world global network can come to its knees in under a month.
Of course SA and Africa will also be affected. However, we in South Africa already have a significant proportion of people living in poverty and our banks are also slightly better insulated against bad debt. We also don't have a crushing NHS or pensions system (yet) to really weigh the state down. I do fear that the ANC might try to win votes by building these behemoths but I think those in the know already know the govt. social services budget is bust. They've already just recently stopped the govt. grant for HIV sufferers. For all the die hard capitalists out there, that's Economics 101 i.e. the cost of keeping them alive is more than the utility benefit of their vote.
Much is being done in Africa in terms of sustainability. We have communities in SA emerging that will survive this transition to a new age. And Africa will then find that people will flock to her as she leads the world to a more sustainable future. We can't fight nature with an artificially leveraged economic system. We need to learn to work with nature. Africa will teach the world that. No need to market Africa to the world. Just let the inevitable happen in time.
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Andrew, there's no need to market Africa to the world. As a professional trader employed with a well known global bank I am fairly sure we are on the verge of another financial crisis that will make 2008 look like child's play. Global banks will fail as overextended 1st world consumers won't pay their debts. The only problem is that when banks fail then working capital to keep things like fuel (oil and coal) supplies going runs out. And when Europe doesn't get coal (from SA) or crude oil then homes freeze and the food in Tescos runs out. When the power shuts off then drinking water and sanitation systems also fail. People will flock to the cities but that won't help. The entire 1st world global network can come to its knees in under a month.
Of course SA and Africa will also be affected. However, we in South Africa already have a significant proportion of people living in poverty and our banks are also slightly better insulated against bad debt. We also don't have a crushing NHS or pensions system (yet) to really weigh the state down. I do fear that the ANC might try to win votes by building these behemoths but I think those in the know already know the govt. social services budget is bust. They've already just recently stopped the govt. grant for HIV sufferers. For all the die hard capitalists out there, that's Economics 101 i.e. the cost of keeping them alive is more than the utility benefit of their vote.
Much is being done in Africa in terms of sustainability. We have communities in SA emerging that will survive this transition to a new age. And Africa will then find that people will flock to her as she leads the world to a more sustainable future. We can't fight nature with an artificially leveraged economic system. We need to learn to work with nature. Africa will teach the world that. No need to market Africa to the world. Just let the inevitable happen in time.
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An interesting article. However, I don't think it's necessarily a good idea to give Dambisa Moyo too much credence. Yes, she's an African, and yes, she's an economist. This doesn't mean she is right about aid. As I've said before on this site, not all aid is good, but a lot of aid does work, despite popular misconceptions. In this article, Moyo is quoted lauding Rwanda for it's quick process on online business licences. What she fails to mention is that Rwanda is one of the continent's single largest receivers of aid - not least for building its IT infrastructure and the private sector...
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@18 sagat4 Who told you That the site «Africa the good news» is based in London? And Andrew Harding That conference is for trying to found Common wayes to rebuil what you and your alik are doing everything you can to destry.
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Harding this is boring now, can you not find anything Bitter to write about?
What bitter stories are there to write about this week?
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