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.