Rebranding Africa_ the Cheetah generation 16_07_2007

Following on from our first Rebranding Africa article, WGSN takes alook at some of the African businesses changing Africa's image andusing innovative solutions to combat the continent's issues.

There is an incontrovertible link between the image of a country and itsbusiness brands. At the moment Africa is experiencing a significant changefrom resource wealth creation to product and innovation. New products andservices, including film, animation, clothing and magazines, are fuelling anewfound respect for the continent.

A new generation of Africans - entrepreneurial, optimistic, inventive andundaunted - are shaping a very different future for their homeland.

"The Cheetah generation" - a phrase coined by prominent Ghanaianeconomist George Ayittey in his book Africa Unchained, has been used todescribe these young, fast-moving people.

In a recent article for the Ghana Cyber Group he wrote: "They are not goingto wait for governments to come and do things for them.

"In the coming years, you will be hearing more about the 'Cheetahgeneration,' and the 'Cheetah revolution' in Africa." Africa's salvation,he says, rests on the back of these cheetahs.

The Cheetah generation - entrepreneurial, optimistic, inventive and undaunted

InnovationPronto condoms is an example of a brand in Africa that is addressinginternal problems through a unique design feature and clever advertising.

Willem van Rensburg, a Cape Town-based inventor approached MetropolitanLife Ltd and the company agreed to manufacture the product, as the conceptfitted well their philosophy for the prevention of HIV/Aids.

Pronto Condoms will not manufacture for the world market. Instead, theylicense the technology to other manufacturers, both locally and abroad.

Pronto Condoms has released a number of television adverts, which can beseen on YouTube, which despite their amusing nature, show theinnovation in the product.

Watch the advert here.

BookAfrica Unchained: TheBlueprint for Africa's FutureBy George AyitteyPublisher: Palgrave MacmillanISBN 1403963592

ExhibitionNEW AFRICA - Design at thecutting edge is a designexhibition due to show at theRundetaarn Exhibition Hall inCopenhagen from August 17 -September 30, 2007. It plansto travel the world in 2008 and2009.

The exhibition promises toshow the most contemporaryproducts from Africa,"challenging prejudices againstdesign from the Africancontinent". It "aims to leavethe audience with a refreshingview of the continent, bypresenting a field where Africais on the front edge ofglobalisation".

Related reportsRebranding Africa

Countries to watch: the "Next11"

Rebranding Africa: the Cheetah generationRACHEL LASEBIKAN, WGSN 16.07.07

Rebranding Africa: the Cheetah generation 16/07/2007 http://www.wgsn.com/members/think-tank/features/ti2007jul...

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Pronto condom

As businesses launch across the continent, many do so in the face ofadversity. A lack of infrastructure, such as consistent electricity to powercomputers, often obstructs the best of efforts, but it can also create newbusiness opportunities addressing core local problems.

Mobah Rural Horizons desert cooler

Two innovative inventors that were highlighted, amongst many, at this year'sTED Global conference in June were Mohammed Bah Abba of Mobah RuralHorizons from Kano, Nigeria. He has designed and created anelectricity-free refrigerator called the desert cooler.

This new approach to refrigeration is currently being used in places like theSahel and the Darfur regions to help preserve and cool vegetables andother perishable foods in these extremely hot environments. The concept haswon the Shell Award for sustainable development.

Also commended was Simon Mwacharo, an alternative-energy visionarywho has invented and markets the Wind Cruiser turbine, a small-wind andsolar-powered generator designed for use around the continent.

It will bring alternative energy to areas that don't have a reliable power grid,as well as other remote and rural parts of Africa. Once Africa hassustainable energy her potential is greatly increased.

Wind cruiser turbine

L'Afrique, C'est Chic


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Dr PreciousMoloi-Motsepe

Ozwald Boateng Robert Polet

Aside from meeting Africa's challenges the Cheetah generation are alsomoving fast into the international luxury market.

At the World Economic Forum on Africa 2007, a number of fashionindustry specialists took part in the L'Afrique, C'est Chic! plenary session onthe 14th June, including Robert Polet, president and CEO, Gucci Group,Netherlands, designer Ozwald Boateng and Dr Precious Moloi-Motsepe,chairperson of African Fashion International, South Africa. They addressedAfrica's growing opportunity and questioned:

1) With the uniqueness of Africa's heritage, does fashion represent a potentialcompetitive advantage?2) Can Africa sustain the trend or is it just another fad?3) What does Africa need to do to benefit from the opportunity?

Many expressed views on how Africa could become competitive in the face ofmassive exports from China and other Asian nations. There was a belief thatAfrican products should have their own signature, which would makethem different from other products in the world.

Another topic was that local companies have the expertise, raw materials andmarket to be internationally competitive. Some participants argued on thisthat they cannot compete with international companies and should staywithin the niche African market.

Lynne Brown, Minister of Finance, Economic Development and Tourism ofthe Western Cape Provincial Government, South Africa said that: "The secretlies in finding the elusive niche market… that the Western Cape couldattract international attention with uniquely African designs… and that theway to compete with goods that come in from the East is to create an imageof elegance around African products."

New Africa designMany designers are causing a storm across Africa. They are showing andexhibiting unique collections for both the African and export market acrossthe continent and also abroad.

Deola Sagoe, a Nigerian designer and two-time international award-winnerhas given West African fashion in the 21st century a new internationaldefinition.

Deola, who flew the Nigerian flag at one of her shows, states that she"creates designs that truly celebrate Africa and Nigeria", and has beendescribed as the African fashion designer who is "best placed to interpretour cultural diversity and artistry".

Sagoe recently showed atCaribbean Fashion Week this June where Andrew Tucker, talent scout forThe British Fashion Council observed that, such an event is "important inpromoting a country's fashion identity, both domestically andinternationally, and can be a good source of revenue for the industry".


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Deola Sagoe flanked by Miss World 2001 Agbani Daregoand Nigerian supermodel Oluchi

Nena Kal Hunter

With West Africa's fashion industry growing, many designers who havelived abroad are attracted home, such as Nena Kalu Ogba. She returnedto Nigeria five years ago to become a hat designer after training with RoseCurry, a milliner to the late Queen Mother.

Nana's business, Nena Kal Hunter, is bespoke, competitively priced andher business is online as the majority of her customers are in the UK.

Not all African companies are interested in export. Ruff 'N' Tumble, aNigerian children's clothing company has stated: "We don't export now.Export to the West African coast, yes, all along the West African coast, yes,but to say, America or to England, I'm not interested in it at all. If 40percent of the 120 million people in Nigeria are children, I have thepotential of a huge market here."

© WGSN 2007


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Rebranding Africa_ the Cheetah generation 16_07_2007