Zimbabwe under Mnangagwa is a brand without shape and form

It does not mean anything to internal stakeholders. It creates the impression that Zimbabwe is up for sale for pittance.

The challenge for the new leadership that emerges from an democratic election which is not disputed would be to craft a big idea that would anchor Brand Zimbabwe.

This big idea should become the shining light that will guide citizens in moving the country forward.

United States’ 44th president Barack Obama’s administration was anchored on inspiring its citizens on the promise that the USA could rebuild and reclaim its global leadership through the, “Yes We Can” and “Forward” campaigns.

These big ideas served to motivate the citizens to buy into his vision to rebuild America after the debilitating global financial crisis on 2008.

Enduring brands are anchored on a constant set of positive messages.

The new administration entered office on the promise of a ‘New Dawn! New Era’! This is an ambitiously bold statement which should be made when internal stakeholders are prepared to meet the brand promise.

With more than the definitive 100 days in office having elapsed, a new era is yet to see its dawn!

The more things change the more they remain the same. This serves to expose the dysfunctional nature of the team in office.

A team that is failing to meet the brand promise for lack of a big idea that will meet the citizens and stakeholders expectations.

Zimbabwe has a very rich arts, culture, and sports heritage which lies largely untapped because of poor administration.

We are home to the likes of World Karate champion Saiko Sensei Samson Muripo; heavyweight boxer, Charles Manyuchi, paralympian Elliot Mujaji; Olympic champion swimmer, Kirsty Coventry along with globally acclaimed musicians and artists who can be effective Brand Zimbabwe ambassadors.

This works if the brand is well managed and is free from the high reputational risk with which it is currently associated with Brand Zimbabwe.

When the Big Idea is well defined, the messaging structured, then our media across all platforms can easily carry the message to a global audience.

In many of the instances, countries are focussed mainly on creating an ‘image’ rather than designing and offering a national brand experience.

They end up failing to rally the citizens and external stakeholders around a single brand idea.

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