I spent a bit of time thinking about a Namibian brand, one which could unite Namibia, if not in belief of Namibia’s identity and image, then at least in a shared culture and behaviour.
Tricky stuff. Not everyone is enthusiastic about the Braves or caps off every Friday with a couple of beers. The one behaviour that strikes me though, is that everyone needs to eat. Food is also one of the strands that follows me in branding.
What strikes me is that Namibia could easily be mistaken for a global citizen at the dinner (or lunchbreak) table. The food choices on the streets are a fairly generic set that could be found in most major capitals: Russian rolls (hot dogs), chicken, pizza and a standard range of condiments. Add kapana to that and you might fill the list out with barbecue.
The absurdity of the list becomes apparent when you examine the choices available to tourists, Tourists arrive here to a set of menu choices that are remarkably similar to what they might order in their home countries. The meat may be types of venison, but the cuts are the same. A student at one of the hotel schools confirmed this to me. The curriculum does not include any specifically Namibian dishes.
Mainstream Namibian fast-food does not include much in the way of local food choices either. Oshifima or mieliepap are uncommon. Matangara tends to be scarce outside of northern Windhoek or specialty Namibian restaurants. The same applies to marathon chicken, smileys, eedingu, ombidi, oshingali and omagungu. Off the mainstream of the fast-food sector, these choices are most likely to be found among the memes.
There will be hesitancy in the tourism and hospitality sector, which could be allayed with Euro-centric presentation of Namibian dishes such as oshingali. However, the question of fast-food remains. Why have Namibian dishes not made a greater showing on the food carts and in fast-food?
There is an argument to be had in economies of scale, but those economies can be arrived at once the niche is established and grows in popularity.
A local brand begins with local culture. The hamburger is a known US phenomenon that has spawned massive global brands. Could kapana in local fast-food outlets become the next big global thing.
Like charity, a national brand (not a national business brand) will begin at home with shared culture, shared behaviour and shared pride. There have been periods where Namibia has been able to have brands. These have included biltong and beer. Unfortunately, though long-lived, they have been ultimately ephemeral.
In order to establish a national brand, the process must begin with observation and awareness of consumer trends. What gains popularity must be identified and managed. Management also entails the process of development and the drive to push the momentum into fully fledged resonance. After that, it becomes a matter of maintenance.
A style of food is one example of a potential brand. Music styles are divisive but hold potential as well. Think EES and Mandoza as a clue to the potential. Clothing does not appear to be taking root but could be further developed.
Ultimately it’s a question of popularity and pride. Whatever it is, unlike hotdogs and pizzas are in the rest of the world, it has to be uniquely Namibian. The love has to come from within the country’s borders.
*Pierre Mare has contributed to development of several of Namibia’s most successful brands. He believes that analytic management techniques beat unreasoned inspiration any day. He is a fearless adventurer who once made Christmas dinner for a Moslem, a Catholic and a Jew. Reach him at pierre.june21@gmail.com if you need help.
