It is expected that Bharti Airtel shall unveil a new brand for its 15 Zain Africa assets by the end of October. If the process to introduce and market a new corporate and brand identity was not enough of a challenge in itself, Bharti Airtel is also faced with the added complexity of dismantling the Zain brand without losing any of the African optimism and dynamism it represented
Manoj Kohli and his management team face a number of challenges in growing the business in Africa, and would do well to listen and learn before leaping to any new strategic directions (Getty Images)