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Brand New Here's one entrepreneur's cure for disease and suffering in Africa.

By JJ Ramberg

Opinions expressed by Entrepreneur contributors are their own.

G. Kofi Annan thinks Africa has a branding problem. "It's sad, but as much as has been done throughout the continent, the brand image is still about famine, war, suffering and disease," he says. Four years ago, he created a clothing business to tackle this issue.

Through Annansi Clothing Co., Annan is trying to redefine Africa's image in U.S. mass media and popular culture. "There are a lot of companies selling products, such as beads, that reflect African heritage, but there has to be a trendier association with Africa [so consumers] get a more well-rounded view of what the culture is all about," he says.

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