African Countries Re-branding for New Economic Role

 

Africa’s diverse countries have been subject to years of negative stories in the media. The effect on global audiences has left many to cast the whole continent in a bad light and to know little about the individual countries and cultures.

This has damaged business confidence over the years. Just like products and people, nations need to have a strong and positive brand to do well in the global economy. Nation branding, the process by which countries alter people’s perceptions, has taken hold in Africa as the continent seeks to reverse the bad vibes.

South Africa is the continent’s leader in nation-branding, and countries including Nigeria, Kenya and Ghana are newly pursuing it. South Africa’s ‘Proudly South African’ (http://www.proudlysa.co.za/) campaign is known around the world.

The past decade has seen economic growth and rising tourism in many African countries. But the reality that many people around the world can’t tell the difference between most African countries, or have mostly negative impressions formed from news reports, means they are unaware of the positive developments and opportunities.

Author and researcher Simon Anholt, in his book Brand New Justice, claims Africa’s biggest obstacle to growth is the image of the continent itself. He argues that in a globalized world it is the responsibility of good governments to understand, measure, and exercise control over a country’s reputation if it is to prosper. However, he has criticized nation-branding if it is just a marketing strategy without substantial changes to how things are done in a country.

And it is clear the winners in nation re-branding will be the countries that prove on the ground that they are changing and living up to the fine words and catchy phrases.

In Nigeria’s Lagos State (www.lagosstate.gov.ng), Governor Babtunde Fashola – known as ‘Nigeria’s Obama’ – has launched a campaign to turn around the country’s long-standing reputation for corruption. Using the slogan Good People, Great Country, the city of Lagos has set itself ambitious goals that are dependent on significant increases in investment.

Lagos wants the city to be transformed into a place anyone can do business and be attractive to tourists.

The city has seen its population triple in the last 50 years and is on track to be the third largest city in the world by 2015. Thinking long term, plans are in place for the city to eventually be home to 40 million people.

Critics are blunt about their hostility to the re-branding exercise: “How do you re-brand a product when the content stinks?” asked Akinola M.A. on news website Mynaija News. “I can’t understand the meaning of this project when basic facilities like good roads, water and electricity are virtually not available.”

Supporters say the governor’s strategy is based on action, not words. Investment is going into a Rapid Bus Transit (BRT) system, traffic management, security, street lighting, beautification, and public-private partnerships to improve services.

“Nigeria cannot wait until it solves all her problems before it can stand to give serious thought to re-branding its battered image,” Nigeria’s information minister Dora Akunyili told Online Nigeria. “This is because our development is tied to our image. This negative perception has had destructive effects on our people and stymied our growth and national progress.”

Showing the power of trans-African approaches, the Wisdom Keys Group, a Nigerian company founded in South Africa (http://www.wkg.co.za/network.html) and working in 16 countries with partners, was contracted to do the campaign.

As the pioneer of brand power in Africa, South Africa’s International Marketing Council (http://www.imc.org.za/) heads a relentless campaign to engage an international audience and expatriate South Africans. It is a sharp, multi-media outfit tackling every aspect of South Africa’s domestic and international reputation. Products include e-newsletters, campaigns to lure back expert South Africans, a vast network of web content, and a highly targeted advertising and marketing campaign that lures businesses and tourists to the airport (via ads on taxis and in subways) and on to flights to South Africa.

For Kenya (http://www.brandkenya.go.ke/), the focus is on instilling pride within the country. As Kenyan media consultant Kwendo Opanga told the Nation Branding website, “it is not branding Kenya for foreigners that is difficult. It is branding Kenyans for Kenya and Kenya for Kenyans that is a tough call.”

“We even work with the school system to ensure that this is in the curriculum so that children are told that they need to start living dignified lives.”

Rwanda, despite experiencing a horrific genocide in 1994, is gaining attention for turning its image around. It has taken a different approach and has targeted building powerful networks of support around the world to make deals. As Rwandan government adviser Elaine Ubalijoro told FastComany, “How do you take a country that’s been through hell and bring it to security and prosperity? This is about healing, and this is about hope. We think it can be done.”

The Rwandan strategy is hinged on exploiting a global network of high-profile and powerful contacts that includes former British Prime Minister Tony Blair, Starbucks CEO Howard Schultz and Google chief Eric Schmidt. The results include a training programme where British civil servants work in Rwanda. Starbucks, meanwhile, has become one of the top purchasers of Rwandan coffee.

Ghana’s newly launched Brand Ghana office was set up to coordinate the development of an engaging national image for the country. Its head, Mathias Akotia, told Nation Branding: “We are in competition with other nations for attention, wealth, tourism and for the export of products. Country branding is about the management of our national identity and values in a way that will take us forward.”

Still in the early stages of re-branding, Ghana plans to hold a national summit to draft a plan and identify the country’s values and identity.

Branding is not merely slogans and catch phrases. Word-of-mouth can radically change a country’s image, and its prospects. The international magazine Monocle (www.monocle.com), a publication that prides itself on spotting the next big thing, has highlighted the East African nation of Burundi (http://en.wikipedia.org/wiki/Burundi) as the place to watch. The magazine thinks that by reinventing itself as a place of tourism, coffee and oil, with some of Africa’s best inland beaches and a wealth of art-deco architecture recalling Miami’s South Beach area, Burundi can distance itself from past conflict and become a must-see destination. At present, 80 percent of its earnings come from coffee and tea exports. It is hoping to become a tourist and transport hub with a new port, linking central and east Africa.

As the magazine says, “Bujumbura has got all the substance – and architecture – required to turn Burundi’s backwater capital into an African success story, and the country’s upcoming elections are a chance to create lasting peace after 15 years of civil war. But corruption could still derail the dream.”

The Nation Branding website (http://www.nation-branding.info/) (“everything about nation branding and country brands”) is the place to visit for all those interested in nation branding, country brands and how countries can improve their image abroad. Upcoming nation branding events can be found here: http://www.nationbrandingevents.com/nationbranding.

By David South, Development Challenges, South-South Solutions

Published: November 2009

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP's South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South's innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator.  

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African Ingenuity Attracting Interest

 

The tide of science and innovation from the South is grabbing the world’s attention. While the big giants of India, China and Brazil are well-established hubs of invention, it is the once-overlooked continent of Africa that is generating current excitement. The atmosphere can be equated to the flush of innovation in the late 19th and early 20th centuries, as inventors tackled the budding new technologies of the combustion engine, flight, electricity and radio waves. These days, it’s the challenges of development, rapid urbanization and finding ways to ‘hack’ (http://en.wikipedia.org/wiki/Hack_%28technology%29), like adapting existing  technology such as mobile phones or bicycles to new purposes.

That previous period of invention had a spirit of pioneering and making-do, of dreams and adaptability triumphing over poverty, and it laid the path for many new companies to sprout up and create wealth and jobs for millions. At this August’s Maker Faire Africa gathering (http://makerfaireafrica.com/) in Accra, Ghana, African pioneers in grassroots innovation offered inspiring inventions.

The rapid changes happening in African countries – especially the tilt to having a larger urban population than a rural one – means there is an urgent need to boost incomes.

Handled right, these grassroots inventors could grow to become part of the already expanding South-South trade, which grew by an average of 13 percent per year between 1995 and 2007, to make up 20 percent of world trade.

Inspired by the US magazine Make (http://makezine.com/) – a do-it-yourself technology magazine written by makers of computers, electronics and robotics – the first Maker Faire gathering was held in 2006 in the San Francisco area of the United States.

The African Maker Faire modelled itself on this approach and has tapped into Africa’s well-entrenched do-it-yourself development culture. It went looking for more inventors like those celebrated on the website AfriGadget (http://www.afrigadget.com/), with its projects that solve “everyday problems with African ingenuity.” The Faire works with the participants to share their ideas and to find ways to make money from their ideas.

The Faire in Accra ran in parallel with the International Development Design Summit (http://2009.iddsummit.org/), which came to Ghana from its home at the Massachusetts Institute of Technology (http://web.mit.edu/) in the United States. Its aim was to bring technology closer to “potential end users of the projects.”

“It is part of the revolution in design that aims to create equity in the distribution of research and development resources by focusing on the needs of the world’s poor,” organizers said.

This spirit of African invention is about breaking the perception that invention is a purely Northern phenomenon that requires complex and expensive materials. African ingenuity is about taking whatever is available and tackling common problems. It is an empowering approach that celebrates local initiative and seeks to find ways to turn these inventions into sustainable incomes.

“What’s different about African mechanics and gadgets is that it’s generally made with much fewer, and more basic, materials,” said Afrigadget founder Erik Hersman. “Where you might find a story on how to make hi-tech robots at home in Make, its counterpart in Africa might be how to create a bicycle out of wood. No less ingenuity needed, but far more useful for an African’s everyday life.”

The African Maker Faire featured a wide range of solutions, from a low-power radio station to a bicycle-powered saw and a simple corn planter.

Shamsudeen Napara, from northern Ghana, brought a US $10 corn planter that looks like a pill dispenser to help speed up crop planting. He also has invented a cheap shea nut (http://en.wikipedia.org/wiki/Shea_butter) roaster. These inventions are cooked up in his metal fabrication shop which builds tools for agricultural use. Shea nut processing is a lucrative task for women in Northern Ghana. Napara’s roaster costs US $40 and reduces the energy and time to process the nuts. He has also made a soap cutter using piano wires and guitar screws.

Bernard Kiwia, a bicycle mechanic from Arusha, Tanzania, is a pioneer working with windmills, water pumps, mobile phone chargers and pedal-powered hacksaws – all made from old bike parts.

Hayford Bempong, David Celestin and Michael Amankwanor from Accra Polytechnic (http://www.accrapolytechnic.edu.gh/), built a low-power radio station. Made from scrap electronic parts and an antenna from copper pipe, the radio was put straight to use to broadcast announcements at the event over a range of a few thousand metres.

Suprio Das, Killian Deku, Laura Stupin and Bernard Kiwia brought a method to produce chlorine from salt water and other common materials. It can then be used to purify water. Their method can clean vast quantities of water using no moving parts (avoiding breakdowns). It does this by dripping chlorine into the water until a level has been reached, and then the purified water is released. By using a 5 litre bag of chlorine, and a US $3 valve, 100,000 litres of water can be purified.

Electricity was also being made using low-cost batteries from aluminum cans and plastic water bottles. Applying salt water as an electrolyte (http://en.wikipedia.org/wiki/Electrolyte), electricity is created by the oxidation of the aluminum can – a cheaper approach and less toxic than commercial batteries.

A group called Afrobotics (http://www.afrobotics.com) gave a presentation to encourage more African students to go into engineering, science and technology. Afrobotics is set up as a competition to “fuel engineering, science, innovation, and entrepreneurship on the African continent, utilizing robotics.” They have some excellent videos of African robots in action: http://www.afrobotics.com/videos.

By David South, Development Challenges, South-South Solutions

Published: August 2009

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP's South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South's innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator.  

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DIY Solution Charges Mobile Phones with Batteries

There are now more than 3.5 billion mobile phones in use around the world. In the past five years, their use and distribution has exploded across the global South, including in once hard-to-reach places in Africa. In fact, Africa is the world’s fastest growing mobile phone market. Over the past five years the continent’s mobile phone usage has increased at an annual rate of 65 percent – twice the rate of Asia.

The world’s poor are creative users of mobile phones, adapting these powerful tools to help with business, saving and spending money, and communicating with the outside world. As powerful as mobile phones are, they need electricity to stay functioning. And it is the struggle to find a steady supply of electricity that vexes many in the South.

There are wind-up mobile phone chargers, solar powered chargers (http://tinyurl.com/bg3wac), and mobile phone chargers you wave about. But most of these devices are, to someone who is poor and living in the South, expensive and hard to find. So what to do when it is not possible to buy a solar powered mobile phone charger?

Necessity is the mother of much invention. And one inventing mother is Mrs. Muyonjo, a housewife in a remote village of Ivukula in Iganga district, Eastern Uganda. She used to ride her bicycle for 20 miles in order to get to the nearest small town with an electricity charger for her mobile phone battery.

If that wasn’t a struggle enough, she was one day deceived by a vendor running a village battery charger.

“I will never give my telephone to the village battery chargers again,” she told the Women of Uganda Network (www.wougnet.org). “I gave them my new phone for charging, and they changed my battery and instead returned to me an old battery whose battery life can only last for one day.”

Ripped off by the vendor and unable to find the money or time to charge the battery daily, she decided to find an alternative charging solution.

“I looked at what was readily available to me and came up with my own charger. I devised this method to enable me to charge my battery every day. It works perfectly.”

A simple solution that shows there is no need to be a prisoner of technology, just its adaptor.

By David South, Development Challenges, South-South Solutions

Published: February 2009

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP's South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South's innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator.  

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African Bus to Tackle African Roads

Roads in many parts of Africa are rough at best, and hostile to vehicles designed with smooth, flat highways in mind. Even in countries like South Africa, where modern highways are common, a quick turn off the smooth highway to visit many communities will mean tackling makeshift dirt roads. In these conditions, buses imported from Western Europe are at a disadvantage when they hit the bone-jarring reality of potholed roads.

In the West African country of Ivory Coast, a manufacturer has decided to tackle the problem head on by designing and manufacturing a long-distance passenger bus just for African conditions.

The engineering arm of the national transport company, Sotra (http://www.sotra.ci/sotraindustries.php) (http://www.sotra.ci/index.php?rub=act), decided it could save money and create a bus better suited to African conditions.

“We want the transfer of technology in Africa,” Mamadou Coulibaly, Sotra Industries director, told the BBC. “And we want to build our own buses with our specification.

“In Europe the technology is very sophisticated with lots of electronic devices. In Africa we don’t need this.

“We just need robust buses because our roads are not very well done like in Europe. This is an African design for Africa.”

The African bus has fewer seats than European ones, and it can pack 100 people inside. It is a successful formula that has now attracted orders from other African countries.

Three buses are already in operation and more are in the works on a production line. They are designed and made in the largest city, Abidjan, building on an existing chassis and engine base made by European truck company Iveco. Sotra plans to build 300 buses a year in three models: coach, urban and tourist.

“I think it’s a good thing,” Isaac Gueu, an Abidjan accountant, told the BBC. “It’ll help students to move about in more comfort.”

Not only is the accomplishment impressive as an example of made-in-Africa manufacturing, but it was also completed while the country was going through a civil war and political crisis.

Sotra is an experienced manufacturer, and built its reputation with reliable boat-buses (http://tinyurl.com/bot6fv) that ply the country’s lagoons.

Africa’s roads lag behind the rest of the world: In 1997, Africa (excluding South Africa) had 171,000 kilometres of paved roads — about 18 percent less than Poland, a country roughly the size of Zimbabwe. As efforts to complete the trans-African highways continue (http://en.wikipedia.org/wiki/Trans-African_Highway_network), the quality of existing roads is deteriorating. In 1992 about 17 percent of sub-Saharan Africa’s primary roads were paved, but by 1998 the figure had fallen to 12 percent (World Bank). More than 80 percent of unpaved roads are only in fair condition and 85 per cent of rural feeder roads are in poor condition and cannot be used during the wet season. In Ethiopia, 70 percent of the population has no access to all-weather roads.

Africa also has an appalling road accident rate, mainly attributed to the use of minibuses and other makeshift buses. Each year the number of road deaths and disabilities due to road accidents rises. It is estimated if things carry on as they are, the number of yearly traffic deaths across the continent will reach 144,000 by 2020, a 144 percent increase on today’s deaths.

A properly designed bus is a safer option than trying to pack passengers into a tippy minibus.

On top of making road passenger travel safer and more comfortable, Sofra is creating jobs in Africa and reducing dependence on imports. Beholden to importing sophisticated goods from outside the continent, Africa’s wealth is spent to the benefit of others, and at the expense of high-value jobs at home.

Coulibaly is confident Sotra will reach its goal.

“We have been to school in Europe and we think that we are able today to build our own buses; there are no special difficulties,” he said.

In Nigeria, Innoson Vehicle Manufacturing Company Limited (INNOVEMCO) (http://innosongroup.com/ ) is, in collaboration with Chinese manufacturers, building a huge auto plant in Nnewi (http://en.wikipedia.org/wiki/Nnewi) where a wide range of commercial and utility vehicles will be produced for the Nigerian market and some countries in West Africa.

By David South, Development Challenges, South-South Solutions

Published: February 2009

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP's South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South's innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator.  

Follow @SouthSouth1

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Picking Money from the Baobab Tree

 

The fruit of the highly revered African baobab tree is being seen as a great new opportunity for the poor, after a recent decision by the European Commission to allow its importation. According to one study, gathering the fruit has the potential to earn an extra US $1 billion a year for Africa, and bring work and income to 2.5 million households, most of them African bush dwellers (Britain’s Natural Resources Institute).

The fruit of the African baobab tree is mostly collected in the wild from the ancient trees, which can live for 500 years, with some as old as 5,000 years. The baobob enjoys the veneration and respect traditionally accorded to age in Africa, and features in many stories and myths.

The fruit is seen as highly nutritious and a new taste option for the European market. This could be a major potential boost to Africa; the European Union is the world’s biggest trader, accounting for 20 percent of global imports and exports, and a major trading partner of most African countries. South Africa alone exports Euro 20.9 billion a year to Europe (2007).

But serious concerns have been raised about how the harvesting of the fruit will be done, and under what conditions. Getting this right is critical if the sustainability of the fruit is to be maintained, local populations are to benefit, and local use of this food source — eaten by both people and animals — does not suffer.

European food and drink companies are looking to use the fruit of the tree to flavour a large range of products, from cereal to drinks.

Baobab fruit is valued for its alleged medicinal properties in treating fevers and diarrhoea, and as a calcium supplement.

“The potential is huge … We’re quite confident that it’s going to represent significant returns for rural producers,” Dr. Lucy Welford, marketing manager of PhytoTrade Africa, a trade organisation that campaigns for the sustainable use of African natural products, told Reuters.

“I’d say it’s somewhere between grapefruit and tamarind as a kind of flavour,” said Welford, who expects baobab fruit to be used at first to flavour smoothies and cereal bars. It could also be used in juices, ice-creams and jams or bakery products.

PhytoTrade works with South African firm Afriplex, which supplies baobab fruit pulp and extracts.

A refreshing juice made from baobab fruit pulp, known as “bouye” is widely served.

“The tart flavour, the interesting vitamin and nutrition profile and the sexy story that goes with it — that it’s wild harvested from a very lovely tree — these things add value to the existing products,” said marketing economist Ben Bennet, who wrote the 2007 Natural Resources Institute’s report.

In the baobab forests around Tandene village in Senegal, local farmers said they looked forward to earning much more from the trees. Prices for a kilo of baobab fruit varied between 40 US cents and a dollar, they said.

“If people know (that European consumers will buy the product) then they’ll look after the trees better and feed them less to their animals,” said farmer Alassane Sy.

Chido Makunike, an active commentator on food and agricultural issues in Africa, raises some serious concerns about how this is handled. “Being a non-cultivated forest product, who ‘owns’ the baobab fruit? Can anybody just take a truck into the forest, collect the fruit and export it? Obviously the sudden dramatic change in the economic importance of the baobab will open up many questions that will need regulation.”

He worries the fruit will just be exported in its raw form, and processed into products in Europe – leaving Africa and Africans the ones who benefit least economically.

“Yet baobab is a dry, not-easily perishable, easy to process fruit,” he said. “It would not be difficult to have the smoothies and cereal bars that are being contemplated for its use made in Africa and exported as finished product, producing many downstream benefits and keeping more of the wealth to be generated within the continent.”

By David South, Development Challenges, South-South Solutions

Published: October 2008

Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP's South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South's innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator.  

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Southern Innovator Issue 2: https://books.google.co.uk/books?id=Ty0N969dcssC&dq=southern+innovator&source=gbs_navlinks_s

Southern Innovator Issue 3: https://books.google.co.uk/books?id=AQNt4YmhZagC&dq=southern+innovator&source=gbs_navlinks_s

Southern Innovator Issue 4: https://books.google.co.uk/books?id=9T_n2tA7l4EC&dq=southern+innovator&source=gbs_navlinks_s

Southern Innovator Issue 5: https://books.google.co.uk/books?id=6ILdAgAAQBAJ&dq=southern+innovator&source=gbs_navlinks_s

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