But We Can Have an EA Brand
 

RICHARD VAUGHAN argues that East Africans do not have enough cohesion to form a federation quickly (The EastAfrican, October 25-31). 

While I partly agree with him in that such tasks are hard to accomplish, they have to start somewhere, and the only way forward is to get started.

He says that East Africa cannot take hold as firmly as the leading brands in the West – citing the likes of Gucci, Ferrari, etc. 

Let me remind him that even the most powerful brands had to start somewhere and the owners have invested time, money and patience to see that they achieve what they have today as global elite brands.

It is good that Vaughan notes that time is a factor in branding. East Africans are not saying that they want to start by competing with the elite of Europe. 

What we need now is to discover our competitive advantages. And we have varying advantages over many regions, ranging from scenic landscapes to diverse species of birds, from the highest peaks on the continent to all-year round sunny beaches, from white water rafting to diverse industries as huge as horticulture.

There is no problem with dissimilarities in culture because even the Europeans that Vaughan is talking about are racially diverse in their individual countries. 

We can utilise the variations in culture to help jumpstart cultural tourism to our melting pot of cultures.

Thumbs up for the East Africans who have taken the step to look 30-50 years into the future, that’s the only way forward. Do not listen to those distracting you. 

Vaughan claims, too, that the mention of Idi Amin would sent people scampering for cover and therefore make Brand East Africa stink. 

I have not heard of an incident in which the mention of Adolf Hitler scared people away from the German brand. 

That countries such as Malysia had huge populations languishing in porverty only a few decades ago and are now success stories should serve to encourage us.

East Africa can and, indeed, will become an international brand and a beacon of hope that is respected, if we take the pains to make it happen. It's only a question of time.

RICHARD MAWANDA
via e-mail

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