Rwanda: Part 3 - Rebranding Rwanda

Brand managers around the world would be intimidated at the task of rebranding Rwanda after the tragic 1994 genocide. How to convince investors to put their money not only into rebuilding the country but investing into sound business ideas. The trick some might say is picking the right investors. And that's exactly what President Paul Kagame did. In what was probably the biggest turnaround story of the African continent, Kagame started attracting investors from government, aid organizations and, in particular, private sector players.