https://en.sputniknews.africa/20250418/branding-africa-its-time-to-forge-a-bold-narrative-and-reclaim-identity-1072048940.html
Branding Africa: It’s Time to Forge a Bold Narrative and Reclaim Identity
Branding Africa: It’s Time to Forge a Bold Narrative and Reclaim Identity
Sputnik Africa
Despite a population of 1.4 billion and world-class companies across sectors, many Africans still reach for foreign-made products. The disconnect runs deeper... 18.04.2025, Sputnik Africa
2025-04-18T18:22+0200
2025-04-18T18:22+0200
2025-04-18T18:22+0200
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Branding Africa: It’s Time to Forge a Bold Narrative and Reclaim Identity
Sputnik Africa
Despite a population of 1.4 billion and world-class companies across sectors, many Africans still reach for foreign-made products. The disconnect runs deeper than preference, it signals a crisis of confidence in homegrown brands. Which begs the question: why don’t Africans buy their own?
There is a clarion call for Africa to change how the world sees it, not as a land of problems, but as a place of pride, power, and promise. From tech to fashion, food to finance, African brands are on the rise, boldly rewriting a narrative long shaped by foreign eyes. With giants like MTN, Dangote Group, and Ethiopian Airlines leading the charge, momentum is building for a strong “Made in Africa” movement, one that inspires confidence, drives trade, and shapes a future imagined and built by Africans, for Africans.In a candid interview with African Currents, South African visionary Thebe Ikalafeng, founder of Brand Africa, shared his insights on why it’s time for the continent to reclaim its story and shape its identity with confidence.To find out what else our guest had to say, tune in to the African Currents podcast, brought to you by Sputnik Africa.In addition to the website, you can also catch our episodes on Telegram.► You can also listen to our podcast on Apple Podcasts, Spotify, Deezer, Pocket Casts, Afripods, Podcast Addict.► Check out all the episodes of African Currents.
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Branding Africa: It’s Time to Forge a Bold Narrative and Reclaim Identity
Despite a population of 1.4 billion and world-class companies across sectors, many Africans still reach for foreign-made products. The disconnect runs deeper than preference, it signals a crisis of confidence in homegrown brands. Which begs the question: why don’t Africans buy their own?
There is a clarion call for Africa to change how the world sees it, not as a land of problems, but as a place of pride, power, and promise. From tech to fashion, food to finance, African brands are on the rise, boldly rewriting a narrative long shaped by foreign eyes. With giants like MTN, Dangote Group, and Ethiopian Airlines leading the charge, momentum is building for a strong “Made in Africa” movement, one that inspires confidence, drives trade, and shapes a future imagined and built by Africans, for Africans.
In a candid interview with African Currents, South African visionary Thebe Ikalafeng, founder of Brand Africa, shared his insights on why it’s time for the continent to reclaim its story and shape its identity with confidence.
"People like Chimamanda Adichie have written extensively about how the story of Africa is always stereotypical, stereotype-driven [...]. Unfortunately, one of the biggest problems on the continent is our media, our channels for communication are so disintegrated [...]. Our story is told in such small corners and minute places that we lack, the ability to tell a cohesive story about the continent. For us to make the shift, we need to own the channels, we need the own the story, and we need to be actively championing the African agenda," Ikalafeng expressed.
To find out what else our guest had to say, tune in to the African Currents podcast, brought to you by Sputnik Africa.
In addition to the website, you can also catch our episodes on
Telegram.► Check out all the episodes of African Currents. 
