Branding Aviation: Ethiopian Airlines

May 28, 2020     / / / / / / / / / / / / / / / / / / / /

Country branding is a multilayered approach which requires cross-cultural branding as the aim is to brand the country to improve national reputation, increase product value and enhance the national brand. In the aviation industry, Ethiopian Airlines (ETA) stands as not only Ethiopia’s brand but also as one of the African Brands that is a symbol of pride and economic viability. Ethiopian Airlines contenders such as Royal Air Maroc  ( country branding for Morocco) and Kenya Airways ( Branding Kenya) are also key players due to their regular routes to Europe, North America and other key destinations, bringing tourists, trade, and…

Africa Needs to Brand: Not just another consultant?

March 12, 2020     / / / / / / / / / / / / / / /

In this global economy and current political climate, when approximately 25 African countries have been identified as emerging markets and 25+ countries have ratified to be one region under the AfCFTA, it is pivotal for African countries to focus on managing their image and narrative to regain the lost dignity and pride, increase Foreign Direct Investment for sturdier infrastructure development, and engage proactively the Diaspora which already contributes in the shift towards globalization. When African countries undertake branding, it is imperative to accept the impact of history and the cultural shift it is making in 21st century- as it intertwines with the Western and…

Branding Time: Cultural Construct

January 16, 2020     / / / / / / / / / / / / / / / / / / / / / / /

I hope you made the transition into this New Year exactly as you needed it to be… among family, friends and loved ones…. sufficient food and drinks to keep everyone around the table savoring the exchange…. with love and candor…. in laughter, joy and harmony…. Closing 2019 and entering a new decade 2020… another memorable 525600 minutes of happiness, sadness, successes, failures and many emotions stemming from life experiences that we can now call a thing of the past and we work to envision 31536000 seconds (31622400 on leap year) of what is to come. As an Ethiopian born North…

Our side of the story: cross-cultural branding

November 2, 2015     / / / / / / / / / / / / / /

The month of October has been attributed to Cancer Awareness month, though the US Department of State has also made it a month of celebration through its IdEA initiative, which continuously convenes the Diaspora in the US while supporting Diaspora groups to celebrate their presence and contribution in their respective societies. On October 9th 2015, IdEA officially launched at the State Department with Secretary Kerry as a keynote speaker aside from Angélique Kidjo who shared her foundation’s vision and girls empowerment program and with Thomas Debass who closed the program by showcasing the organizing team behind this well-executed initiative.  Spearheaded…