SIDE BAR #1

My younger years, this was the flag of Cabo Verde. The current flag came to be in 1992 but this flag below shares the familiar colors we associate with Pan African Colors.

Pan-Nationalism is quite a common theme throughout Africa. Western Asia and North Africa States sometimes labeled as Pan-Arab States share similar flag colors. Think of the following countries and the colors of their flags: - Egypt, Iraq, Jordan, Kuwait, Libya, Sudan, Yemen, Syria, and United Arab Emirates.

the current flag of cabo verde

Capital: Praia
Languages Spoken: Portuguese, Creole
Religion: Christianity, Islam(Very small minority)
Population: 539,560

THE PAST

OUR BROTHER IS ALWAYS OUR BROTHER

Amílcar Lopes da Costa Cabral, we shall call him (Grande Irmao) of African Lusophone spaces. He is credited to be the architect of freeing Guinea Bissau and Cape Verde from Portugal.  He founded and lead the organization, Partido Africano da Independência da Guiné e Cabo Verde (PAIGC). This is the reason for the still close relationship between Guinea Bissau and Cape Verde. Both countries still consider each other as brother countries because of their joint colonial past in fighting for independence. He is also one of the founding fathers of the Angolan political party, MPLA (Movimento Popular Libertação de Angola). I hope to touch on the other founder Agostinho Neto on another Cassava Tuesday for my take on Angola. All two were close to Mozambique’s Eduardo Mondlane a force to be reckoned with on his own right. Our three musketeers were mates at the University of Lisbon.  All three men are very important to the Lusophone political narratives in Africa.

Unfortunately, as most of our stories go with fighters of colonialism in Africa, Mr. Lopes was murdered by some disgruntled PAIGC members with the help of the Portuguese police and never lived to see an independent Guinea Bissau and Cape Verde. I should note that American Intelligence deny any intervention of the Portuguese and claim that this as an issue of Creoles(Mulattos) not wanting him to be leader of the party and president of the country.

A song for our Lusophony friends by the Cape Verdean Queen of Morna, Cesaria Evora. That is the lady on the currency above this text. This song could be an ode to Angola during the time of civil war about still seeing and loving the beauty of Angola. This song also has some Cape Verdean Creole, which makes it a bit difficult to translate. It is still such a beautiful song, I hope you enjoy.

COUNTRY BRANDING EXAMPLES

  A country that is: Clean, Modern, Secure, (Outside)
   
Safe/Attractive Airline Carrier, Culturally Seductive, Positive Reputation and Behavior (Inside)

Benefits: Media and Tourists love you and it feels like this

Let's take a look at the Republic of Mauritius through the lenses of Air Mauritius

now

A country that is: In-War, Transitioning out of War, High Crime, Severe Poverty(Outside)
Corruption, Citizens abuse Tourists, Poor or Inadequate Infrastructure (Inside)

Expectations: No Tourists and the Media will show more of this below. 

 Let's look at Libya through Libyan Airlines just in case the media is biased. 

Do you see yourself excited for that trip to Tripoli? Libya or Mauritius?

cape verde or cabo verde or green cape or .......

This is the importance for branding your country correctly.  This issue was so important that the country asked the United Nations to formally recognize a name change to Cabo Verde.

WHERE IS THE MORNA IN BRANDING?

There is something missing in the brand of Cabo Verde.  There are tools in their branding box, but the government is not investing in the box to promote the brand effectively. We will go through problems and opportunities for Cabo Verde in this section. 

The lack of appreciation towards country branding and working on investments that support the brand of the country thoroughly is the norm with some African countries. This is not to bash our Cape Verdean friends, few African countries truly invest in their brand and even their soft power, which we refer here to as Cassava Diplomacy. Interesting enough, despite the lack of investing in infrastructure that supports brands and soft tools, there are no issues with enjoying tools and brands from China and from former colonial countries. 

Branding examples and Soft Tools IN AFRICAN SPACES

• My use of all those phones
• Francophone countries in Africa that still view boulangeries to be of upper class but the local bakery to be for the locals. They can say Merci to Napoleon, his goal of francophonising the world down to cuisine is still effective.
• Lusophones are you Latin, Hispanic or Lusitanic? Please do not bring this up among people who identify as Lusophone unless you want to feel all their passion and love for all that is Portuguese. Please take my word for this, speaking to Mozambicans, Angolans, Brazilians you shall just be passion-ed to death.
•  The Anglophones in Africa  proudly say: My English name is…
   

BRANDING PROBLEM #1

COUNTRY CARRIER (NO LONGER AVAILABLE AS OF 3/18)

As discussed earlier with our Cassava Tuesday entries, part of the country brand must include a country carrier. The role of a country carrier is not just for quick safe transportation but to sell the country. This separates countries that are Developed, Underdeveloped and “the other”.

Inflight Magazines and Infight Entertainment highlight key players and areas of your destination. They are purposely designed to promote: Investment Opportunities, Culture, and Tourism, they are tools found in the country brand box. In this age of International Relations or state play, never forget that if the global community does not eat like you, drink like you, watch your entertainment, vacation with you, wear you as fashion. You do not matter, you are other and fair game to push other states’ soft tools or brand.

TACV Cabo Verde Airline is the country carrier of Cabo Verde but have you seen this airline before? They fly to ten destinations in North America, South America, and Europe, still does not ring a bell?

You can have a country carrier but if you do not market your brand effectively, you might as well not have one. It becomes an expense and not an asset for the country brand. Speaking of expenses, as of last year Loftleidir Icelandic will take over all marketing and business operations as the new strategic management partner of TACV. In return Loftleidir Icelandic, will have “right of first refusal” to own majority stake in TACV and Cabo Verde will be a minority holder. TACV is currently in the red of about $100 +million and as of last month, Cape Verde has decided to privatize the airline by March 2018.

SIDEBAR #2: COOL NORTH DIPLOMACY

Icelandair Group owns Loftleidir Icelandic which is the largest corporation in Iceland. So, let us say Thank you to Cabo Verde for pushing the country brand of Iceland. One country's lack of understanding in branding is another's soft power. In case you were curious, the Nordic country is part of a collective in diplomacy known as Cool North Diplomacy. 

OPPORTUNITY  #1

BLUE TOURISM- ACTIVE SPORTS TOURISM

OPPORTUNITY #2

BRANDING PROBLEM #2-HUMAN CAPITAL FIGHT

OPPORTUNITY #3- NEIGHBOR APPEAL

The Ghanian Company, Trasacco group purchased land in Sal Island for the purpose of tomato production. 

OPPORTUNITY #4- GLOBAL APPEAL 

The country will exempt all E.U citizens from visas to visit the country in hopes to boost tourism by 7%. This is excellent in promoting the brand because European tourist make for a huge chunk of visitors. It would be much better if this was extended to all African states, like other African countries such as Kenya, Nigeria, and the island country of Seychelles dropping visa requirements for other African countries. Global Appeal is only believable if your neighbors do the boasting for your brand. 

SIDEBAR #3: THE CASE OF CHINA  

The “Belt and Road” Initiative is about China Soft Power in African Spaces. This is not about economic and social development for Cabo Verde. This is China playing the game of Power and Engagement. Be CAUTIOUS of state to state “friendship” in which one state has HARD AND SOFT POWER. Former Secretary of State, Hillary Clinton called this Smart Power, that was the approach of Uncle Sam’s interaction with China during her term.

China is playing and Cabo Verde is getting played, you would have to go back on our MulDay entry on Africa Blue Economics and Overfishing to understand this piece. 

The Brand of Cabo Verde must invest and work on diversifying the economy and even focusing on entrepreneurship.

Institute of Surfing-Cabo Verde, Do not laugh at me. There is a Cannabis University in the states making millions in revenue. To know more about Oaksterdam University and their subjects that include Business Courses, Cannabis Laws and Raising the best bud

Europe makes up for the largest trading partner and foreign investment for Cabo Verde. This is highly problematic and feeds into the poverty rate of the country. Cabo Verde needs to work with more African countries in this area not Europe. Reach out to Mauritius perhaps?

We shall leave you with the Princess of Morna, see you next Cassava Tuesday!