When I started this blog, about Branding and Design, I didn’t really stop to consider how much I might end up writing about Bono, but here he is again, talking about ‘Rebranding Africa’ —except he isn’t really, he’s talking about Ghana as an African ‘success story’. So why must people, when trying to articulate what they perceive to be positive social change, revert to the tired, simplistic (and inappropriate?) metaphor of branding?