Brand trends for Africa

Having recently set up an office in Nairobi and Nigeria you will understand why I have predicted trends with specific relevance to an emerging African market:

1. The increasing importance of Africa

As identified recently by Jeremy Sampson in Jeremy Magg's the Annual, Africa as a market place is gaining the attention it deserves. If we look at the major investment by the Chinese (CBC-Standard bank) into African markets hotly in pursuit by Libya (Oilibya- Mobil) we witness how world players are becoming aware of the financial potential of our vast continent. With regards to the role of branding, the question we are faced with is can we understand the various cultures, respect the various mind sets and ensure that Africa is ready to play on the world stage next to brands like HSBC, Google and Mercedes to name but a few. Global brands are extending, and becoming more prolific in Africa yet who is managing their brand value, who is managing the affect and effect the global and African brand will have on each other? Is there more than ever a greater need for a CBO (Chief brand officer?) Can this role be fulfilled by an agency?

2. As the need for reputation management grows so does branding

Having recently re-branded Mobil from Tamoil to Oilibya we had the challenge of ensuring positive associations and meaning were instilled in a brand name drawing naturally on the equity of its political parent Libya. The investment is a part of a political agenda, hence the name was not a debatable. This case is only one of many which clearly shows the rising trend to re-brand African countries, and African capitals in the effort to manage their reputation and brand value, becoming more attractive to all stakeholders. Other interested parties include, Mozambique, Nigeria, Abuja Nigeria, Botswana just to name a few.

3. Brand consultants = business consultants / inventors

It has been our experience that as businesses compete on the most emotional of the competitive competencies, namely ‘brand', our clients are realising the fact that a brand strategy is as imperative as a business strategy, it is not a deliverable out of the marketing department by a deliverable for consideration by the board, truly a fully respected and needed arm of the business model mix. Businesses will become brand centric or lose the hearts of the consumers and attached to those hearts is a wallet.

4. The increasing need to measure and be accountable

An old trend, an old adage when will they listen? Marketers are realizing that they need to talk the language of the boardroom, which means they have to be financially literate and truly understand business. One result is that to assist marketers we have developed scorecards that can be regularly monitored and assist in report backs underpinned by firm data.

5. Design is becoming a commodity

Like so many of our manufacturing industries, design sweatshops are being set up all over the world, unrestricted by language, geography or time zone. How many great creative directors do you know personally who recently left their employ and became freelancers? Designs can be purchased over a web briefing, never laying eyes on the client, the graphic designer or even a strategic brief. Hence the marrying of the above three trends, as brand consultants becoming business consultants and inventors we very quickly need to be able to talk and understand the issues keeping CEO and CFO's awake at night, our challenge is to step out of a subjective world and into an objective dogma concerned with macro and microeconomics.

6. Brand building not selling

Today's consumer will do not what you tell her but what you let her, give her choice, build her love and endearment for a brand and she will pay a premium, she will come back for more, she will buy both and repeat her purchase. Gone are the days of pricing strategies, and forced advertising focused on increasing sales, rather be compelling and true and reap the benefits.

7. Africa crying out for technology

Look to our largest cell phone giant, a company who was not first into the South African market, but rather a company which focused on the fact that Africa was crying out to also be in contact… It is now expanding into markets quicker than it can roll out, Africa, although full of poverty still desires technological assistance.

8. Legal protection

Now that South Africa is truly part of the world community, having proper legal registrations in place is key. Legal practices which specialise in this category have never been busier, and the role of the ‘expert witness' is now crucial.