Most of our problems have roots in our systems of governance. Retlaw Matatu Matorwa A BRAND is an expression of essential truth or value of an organisation, product and services (James Heaton). It communicates characteristics, values, and attributes of what a brand represents. Good branding complements and goes beyond marketing activities and roles. In late 2015, I met a group of Europeans of German origin in Ethiopia wearing T-shirts written: “Building hope for Africa.” The message made me think deep about the perceptions, image and brand Africa is known for. Do we have a brand to talk about? What kind of a brand is Africa associated with? What message does our brand communicate? Is there…