Efrem Beyene (Stockholm based consultant in the field of
Communication and Branding) in cooperation with Hilton
Addis Ababa and Cactus Communications have joined to
organize the first of its kind exhibition named “Branding
and Communication in Ethiopia for Over 100 Years” which
will highlight the different iconic brands that have been
developed in Ethiopia in the past 100 years.
With this exhibition, Efrem tries to raise the publics’
consciousness of Ethiopia’s proficiency and awareness in
the field of Branding and Communication, using strong
symbols before branding was perceived to be as essential
as it is today in our global economy. He also tries to reflect
how symbols have always been used to build an emotional
and psychological relationship between the message sender
and receiver, and how they are vital tools to establish trust
and promise.
In Efrem Beyene’s words, “These symbols say something,
they stand for something, they touch and they have history.
A reliable sign for a certain advantage; it could be faith, gooddeed,
exercising power, politics, sports, unity, belonging
and today for selling all kinds of merchandise. When you
see the Hilton Logo, you can feel the light and warmth of
Hospitality, looking at the Ambo Symbol you feel thirsty,
and when you see the Red Cross symbol you feel a sense of
safety. Usually, the brands with the bigger reach are betterknown
commercially and more expensive.” Efrem adds.
The exhibition opens from January 15, to February 15, 2021
at the Hilton Hotel.
E-mail: efrem@tangerine.se
Instagram: efrem_beyene_tangerine
www.tangerine.se
