Harare (New Ziana) – The Brand Zimbabwe campaign, which was launched on Monday, is a show of the Second Republic’s strong commitment to reposition the country so that it regains its rightful place in the international community.
Western and local private media have relentlessly demonized the country, portraying it as a pariah state, since Zimbabwe embarked on the historic land reform programme at the turn of the millennium, to the detriment of the country’s ability to attract tourists and investors.
The negative publicity has continued, despite the positive strides made by the Second Republic in sprucing up the country’s made-up bad image, through new policy thrusts such as the engagement and re-engagement agenda.
Information, Publicity and Broadcasting Services Minister Monica Mutsvangwa said the government was embarking on the branding campaign to change the narrative about Zimbabwe through rebuilding and restoring Zimbabwe’s positive national brand both within and outside.
“We are doing this to strengthen cohesion among Zimbabweans and to restore national pride, promote stability and further prosperity. We are doing this to improve the positioning of Zimbabwe in many global rankings. We are doing this to show our renewed commitment to occupy our right place in the community of states,” Mutsvangwa said.
“It does not require rocket science to appreciate that when we have positive reputation in the international community, our tourism, our trade, our portfolio of investment, our diplomatic relations all derive pleasing benefit. There cannot be a better case for branding Zimbabwe!”
The Brand Zimbabwe campaign is being spearheaded by the government in conjunction with AGOS Consulting, a private consulting firm in the areas of public policy, strategic communications, peace and security and development solutions.
Mutsvangwa said branding and portraying Zimbabwe in positive light was every Zimbabwean’s responsibility.
She said Zimbabweans should draw inspiration from the country’s rich history and prowess in several areas including agriculture, to brainstorm, and come up with the country’s unique selling points.
“In simpler terms, we need to internalize and own the task of Image Building. After all, this whole process is about us, it is about you and me as shapers and builders of our own destiny. We must realize the will- power and strength to transform our country as we change ourselves forever,” she said.
“We see in this branding process a moment to reflect on our true identity and how we should project ourselves. I believe that we should amplify our wins and strengths even as we work to polish on our failings and weaknesses,” she said.
Mutsvangwa added; “We should take a deep dive into our consciousness, reflect deeply on what divides us and what can strengthen our unity. It is not AGOS consulting that will do that for us, it is you and me. It is through the realization of the power and the strength we carry together that we can transform our country forever. We are not doing this for anybody else. We are doing this for ourselves, and for posterity, because we believe it is the right thing to do. This is a moment to ask ourselves and ultimately define who we truly are.”
Mutsvangwa said consultations on how to proceed with the branding process were carried out and included Zimbabweans in the diaspora.
Speaking at the same event, AGOS founder Agostinho Zacarias encouraged Zimbabweans to partake in the campaign.
“Zimbabwe is not a hopeless place as some would want us to believe,” he said.
“Zimbabweans need to brand themselves; Zimbabweans need to brand Zimbabwe.”
– New Ziana
