https://en.sputniknews.africa/20250415/time-for-the-lion-to-tell-its-story-branding-expert-on-reclaiming-africas-narrative-1071925635.html
'Time for the Lion to Tell Its Story': Branding Expert on Reclaiming Africa’s Narrative
'Time for the Lion to Tell Its Story': Branding Expert on Reclaiming Africa’s Narrative
Sputnik Africa
Thebe Ikalafeng recently expressed the view that African nations should unite under the African Union to implement a "Buy African Act," which would advance a... 15.04.2025, Sputnik Africa
2025-04-15T19:07+0200
2025-04-15T19:07+0200
2025-04-15T19:07+0200
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Thebe Ikalafeng, an advocate for brand-led African renaissance and one of Africa’s most influential voices in branding, is calling on Africans to take control of their own story.Furthermore, Ikalafeng is calling for a mindset shift—both in business and self-perception—across the continent.The expert stressed that Africa must stop seeking external validation.To go continental, African entrepreneurs must solve shared problems and create relatable identities, according to Ikalafeng.He also mentioned that it is now crucial for financial services to actively participate and consider how they can contribute to the continent's development by supporting entrepreneurs in expanding their businesses beyond local boundaries.
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africa in details, africa, african union (au), media, entrepreneurship, economy, sovereignty
africa in details, africa, african union (au), media, entrepreneurship, economy, sovereignty
'Time for the Lion to Tell Its Story': Branding Expert on Reclaiming Africa’s Narrative
Christina Glazkova
Writer / Editor
Thebe Ikalafeng recently expressed the view that African nations should unite under the African Union to implement a "Buy African Act," which would advance a brand-focused "Made in Africa" initiative. This move would benefit Africa by fostering resilient, competitive, and self-reliant brands both at the continental and national levels.
Thebe Ikalafeng, an advocate for brand-led African renaissance and one of Africa’s most influential voices in branding, is calling on Africans to take control of their own story.
“Until the lion learns how to tell its story, tales of the hunt will always be glorified,” he told Sputnik Africa, quoting Chinua Achebe. “It’s up to us to write books, to write opinions, to be active in telling the African story.”
Furthermore, Ikalafeng is calling for a mindset shift—both in business and self-perception—across the continent.
“Africans consume what we don't produce and we produce what we don't consume,” he said. “We need to reward and encourage African businesses and entrepreneurs to solve African challenges using African solutions.”
The expert stressed that Africa must stop seeking external validation.
“We do not need to be validated by outsiders because we are enough as we are,” he explained.
To go continental, African entrepreneurs must solve shared problems and create relatable identities, according to Ikalafeng.
“The mistake that most of us make is that when we solve problems, we are too insular… and do not try and understand the consumers beyond our noses or beyond our borders,” he said.
He also mentioned that it is now crucial for financial services to actively participate and consider how they can contribute to the continent's development by supporting entrepreneurs in expanding their businesses beyond local boundaries.
