Brandhill Africa (Pty) Ltd’s Group CEO and Chairman, SAUL MOLOBI, announces the inaugural pan-African awards for top performing cities and countries.
To give recognition to those cities and countries that are doing their best to invest resources and efforts in developing positive brand images, we will be launching the Zebra Awards. Why the name zebra? The Setswana traditional wisdom says “fa re tla re ke dipitse, re tla bona ka mebala” – this loosely translates as zebras are spotted by their stripes. The closest English lexical equivalent to this is tigers are spotted by their stripes.
Yes much has been said about Africa’s image crisis. In 2006 at the World Economic Forum Africa summit in Cape Town it was suggested that the continent should be marketed as the ‘changing continent’. It seems we have come a long way since the Economist labelled Africa the ‘hopeless continent’ in its May 2000 issue. In fact, the same publication followed this up with another cover story titled “Helping Africa to help itself”. But it was with the research I’ve alluded to that it changed its tune and declared “Africa rising” and not once but twice on its covers.
One of the emerging key prescriptions for overcoming the continent’s development challenges is to improve investor perceptions of the continent. As I indicated earlier, the media has been repeatedly blamed for perpetuating negative images of the continent with its bias towards reporting on wars, disease and deprivation.
This is point of concern for me because image and perceptions cannot be discounted as they do have a relationship with economic outcomes. For example, in his book, ‘Brand New Justice’, Anholt not only argues for developing countries to increasingly brand their exports (instead of exporting just commodities), but also that there is a relationship between branded exports and the branding of places themselves. In our previous edition, I decried the issue of South Africa exporting 175 million litres of non-fortified wines against only 145 million of branded and bottled ones. Anholt’s argument is based on the fact that perceptions of countries is part of “intangible competitiveness” and affects the decisions of outsiders to visit the country, invest in it or relocate to it. Developing country brands are more successful if their places of origin are perceived positively.
But even more relevant to current efforts, he makes the point that placing the spotlight on a country with negative perceptions without presenting compelling evidence to change minds serves to refresh and reinforce prejudices.
So has the recent flurry of stories and attention, from the Commission for Africa to the World Bank affirming Africa as a priority area, helped? Is the story that is being told about Africa truthful and helpful?
First of all, we should expect some ‘fatigue’ and backlash. People in other parts of the world, especially other struggling regions, will question this apparent obsession with Africa’s problems. But over and above this natural reaction, there are disturbing messages that have been relayed to the rest of the world over past months that are likely to see the ‘hopeless continent’ being perceived as ‘the helpless continent’.
Generally, my awareness of the need for such nation branding campaigns came from my experience of working for the South African government – and traveling to a number of countries where we had to promote the country as an investment destination of choice.
These climaxed in me serving as South Africa’s Consul-General to Milan from April 2012 to end June 2016. Though based in Milan, my jurisdiction covered the entire northern Italy – the economic engine of that country.
My contention is that developing countries don’t have time to wait until the world finally realises how much progress they’re making. Nation branding is about ensuring that reputation building keeps pace with progress, and that the massive investments of time, effort, skill and money made by so many people, companies, governments and NGOs, achieve their aims right now, and not when it’s too late. Because if left to the natural course of events, it could take decades for a stale reputation to catch up with newer realities.
Africa’s image is trading at a discount. It’s a problem that many emerging economies face. Despite some effort with the Economist, many overseas media are somewhat sceptical of our abilities. There is a miniscule amount of news in key
Western media depicting Africa as an attractive investment destination (although there are countries that now and then do receive numerous positive mentions on tourism, sports and trade). The most frequently mentioned topics for African countries in western media are: terrorism, unrest, governance, corruption and HIV AIDS. While there is some positive reporting on sports, leisure and culture, most of it depict Africa as wild, untamed and for the venturesome. This lends to social stereotyping and hinders our ability to attract investment.
The status quo has led me to ask: Can Africa resolve its crises and re-brand itself as a continent of opportunity rather than one plagued by disease, corruption and strife? And whose business is it to help Africa grow…?
The answers I arrived at were a resounding yes. This also came as one taking advice from Haiko Alfeld, World Economic Forum’s (WEF) Africa director, when he asserted that “Africa had to be “re-branded” or else negative impressions of the continent could curtail ambitious plans for growth and development… ”
Similarly, Jim Goodnight, Chief Executive Officer of a US software company, SAS, argued: “Africa is seen by the US and the rest of the world as the most stagnant of the continents… If Africa was to continue its growth, which has recently racheted up to an unprecedented 5,3 percent, the continent had to be seen as a vibrant economy, where people were willing to invest money. The great growth that we’ve seen from India and China over the last 10 years, so much of that came from foreign direct investment and companies and investment do not flow into an area that is perceived to be on a low growth plateau. So, I think it is extremely important that the branding of Africa as a vibrant place be continued.”
So our Zebra Awards categories will be as follows:
- Top African Country: FDI Destination Award
- Top African Country:
- Tourism Destination Award
- Top African Country:
- Strategic Exports Award
- Top African Country:
- Largest Economies by GDP and PPP (one for each)
- The Most Admired Africa’s Brand:
- Product/Service Brand
- Top African City:
- FDI Destination Award
- Top African City:
- Tourism Destination Award
- Top African City:
- Strategic Exports Award
- Top African City:
- Largest Economy by PPP
For sponsorship and co-branding partnership please do not hesitate to contact me on saul.molobi@brandhillafrica.com.