The discourse surrounding brand Africa often oscillates between the nostalgic glorification of a distant past and the aspirational visions of a utopian future. Yet, the essence of brand Africa should neither be confined to the shadows of a bygone era nor solely anchored in the hopes of what is yet to come. The essence of “The Africa We Want” – the brand mantra of the African Union as enunciated in Agenda 2063 – should not be trapped in the shadows of history or anchored solely in future dreams. Instead, it must be deeply rooted in the living present – a present shaped by our past and actively sculpting our future.
This perspective necessitates a reevaluation of how Africa is perceived, both by its people and the world. While the narratives of struggle, colonialism, and post-independence challenges are indelible parts of Africa’s history, they do not define the continent’s identity. Today’s Africa is vibrant, dynamic, and brimming with potential – a reality deserving recognition and celebration.
This perspective demands a deconstruction of how Africa is perceived, both by its own people and the global community. The narratives of struggle, colonialism, and post-independence challenges are undeniable facets of Africa’s history, but they are not the sum total of the continent’s identity. Africa’s present is vibrant, dynamic, and full of potential – a reality that deserves recognition and celebration.
By grounding ourselves in the living present, we recognise that the past is not a distant relic but a continuous thread weaving through the fabric of contemporary Africa. The achievements of our ancestors, the lessons learned, and the resilience forged over time form the bedrock upon which the present stands. This living present is where innovation meets tradition, where the energy of Africa’s youth converges with the wisdom of its elders, and where our rich cultural heritage is reimagined in modern forms.
As we embrace “The Africa We Want,” we must be intentional in reconstructing brand Africa – not by discarding the past, but by integrating it into a present alive with possibilities. This approach allows us to craft a narrative that is authentic, reflecting Africa’s diverse realities and speaking to its potential as a global leader in the 21st century.
In shaping this brand, we must carefully choose the stories we tell and the images we project. It is not about erasing the past or ignoring the challenges of the present; it is about creating a brand as complex and multifaceted as the continent itself. A brand that celebrates Africa’s progress, acknowledges its ongoing struggles, and confidently charts a course toward a future that is bright, inclusive, and self-determined.
Sadly, the narrative of brand Africa has long been trapped between the romanticised past and the often-unattainable aspirations of the future. This duality fails to capture the essence of the continent’s dynamism today – a dynamism that is not merely a relic of the past or a distant dream, but a living, breathing reality. To truly understand and appreciate brand Africa, we must focus on the living present – a present that is deeply intertwined with the past, yet actively shaping a vibrant future.
In the realm of arts and culture, this living present is increasingly evident. Contemporary African artists, filmmakers, and musicians are reclaiming their narratives, challenging stereotypes, and presenting a multifaceted image of Africa to the world. Their work is not a rejection of the past, but rather a reimagining of it, using the lessons and legacies of history to inform and inspire new forms of expression.
For example, African cinema is also undergoing a renaissance, with filmmakers telling stories that are as diverse as the continent itself. The success of films like “The Burial of Kojo” by Ghanaian director Blitz Bazawule, which blends magical realism with social commentary, or the Nigerian blockbuster “The Wedding Party”, which showcases the vibrancy of modern African life, illustrates how African filmmakers are deconstructing the stereotypical narratives often associated with the continent. These films are not about forgetting the past, but about using it as a foundation to tell stories that resonate with today’s audiences and reflect the realities of modern African life.
These examples from the arts and culture sector show how Africa’s living present is not just a footnote to history or a precursor to the future – it is a powerful, creative force in its own right. The past is ever-present, but it is being reinterpreted and reimagined in ways that challenge old stereotypes and create new narratives. This is the essence of deconstructing and reconstructing brand Africa.
The future of brand Africa lies in this balance – honouring the past while fully embracing the living present as the driving force that will shape the future. This is “The Africa We Want,” the Africa the world needs to see, and the narrative that we, as Africans, must proudly own and promote.
Tujenge Afrika Pamoja! Let’s Build Africa Together.
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
Tel: +27 11 759 4297
Mobile: +27 83 635 7773
Physical Address: 1st Floor, Cradock Square Offices; 169 Oxford Road; Rosebank; JOHANNESBURG; 2196.
eMail: saul.molobi@brandhillafrica.com
Website: www.brandhillafrica.com
Social Media: Twitter / Instagram / LinkedIn / Facebook / YouTube / Jambo Africa Online / WhatsApp Group / 101.9 Chai FM