Opportunities abound. The real deal will be to translate opportunities into effective and sustainable interventions that deliver real returns to all stakeholders.
How do brands go about it? There's no definitive direction, but our experience has given the following key insights:
Africa has a unique ability to reinvent, adapt and redefine. Where else in the world does a mobile phone mean a booth on a fishing boat or a bicycle?
Textbook theory simply doesn't apply. Brand-builders have to look for alternative solutions to traditional challenges. Change is borne of necessity and if a brand embraces creative redefinition, it will thrive.
Open minds will open hearts.
Africa's cultural diversity is well-documented, with a myriad of ethnic groups and an estimated 2000 different languages spoken in 46 countries. But this diversity needs to be better understood and better catered for by brand-builders to maximise opportunities.
Markets are not homogenous and research is vital. Local knowledge and insights are key. Future success will depend on marketers' ability to identify differences and respect them – and then discover and promote universal truths that transcend the diversity.
Branders should take nothing for granted. Africa is predictable in its unpredictability. We have to constantly remind ourselves about the basics of branding, the value of bold simplicity and the importance of empathy.
More and more brand success stories are emerging from Africa. The future lies with brands that seek the positives and that embrace the global principles of good and fair trade. Africa isn't a pushover, nor is it for the fainthearted. But it is there for the taking and those brands that capture the unique essence of this beautiful continent will be the ones to watch.
We're going to see much more nation branding from individual African countries. The approach of 2010, economic growth, the increasing appeal of Africa as a tourist destination and growing recognition by the countries themselves of the tangible value of self-promotion will see a huge rise in nation-branding initiatives.
