How Rwanda can use ‘underdog brand biography’ to re-brand itself

THERE is an emerging trend in the branding industry called “underdog brand biography”.  Rwanda and other post-conflict states could benefit from this approach in re-branding themselves as viable and sustainable investment destinations.  Underdog narratives appeal to people because of many people’s need to be inspired by stories of people who have, despite humble beginnings and many challenges, succeed above and beyond the expected norm. 
RDB has taken lead in branding Rwanda. (File photo)
RDB has taken lead in branding Rwanda. (File photo)
Times Reporter