That the current global monetary system is inherently deficient and needs a complete overhauling is no more in doubt, at least amongst critical thinkers. However, the empty suits or banksters for short, who have been instrumental in dismantling the productive segment of the global economy, in favor of rent seeking crony capitalism, might not agree. After all, it is they who created ‘fiat currency and ‘Fractional Reserve Banking’, which are at the root of, not only polarizing globalization, but also ecosystem destruction. The ongoing globalization that is promoted as if it were manna from heaven is on track to deliver the most polarized world humanity has ever seen. Thanks to the criminal enterprises of fiat money and fractional reserve banking, the 1% will soon own two thirds of global wealth! The phony system of fiat money (money that is backed by nothing except the perpetual lies of states), which has removed even the slightest semblance of responsibility from the whole monetary equation, is probably on its last leg. A number of the core principles of ‘sound money’ are violated when ‘money’ is issued privately without any real backing. All the currencies we use in our daily lives are not backed by anything, except the words of the states and their accomplices, the notorious banksters. And we all know what that means! No wonder prudent people still hang on to precious metals, like gold, silver, etc. to preserve the value of their hard earned wealth, however meager that might be. These metals tend to hold their values or even appreciate over time vis-à-vis paper currencies. Other forms of investments (like real estate) are also used to hedge the continuous value-losing propositions of fiat currencies. The current vigorous initiative to replace paper currencies with crypto-currencies stem from this protracted problem of continuous printing of valueless papers. Inflation is one of the byproducts of the current global monetary system. Governments use inflation as a tool to bring down their (usually local) debts, but the effect on the unsuspecting sheeple has always been disastrous. When inflation becomes intolerable, riots and more, tend to be the order of the day! Another of the foundational problems of modern finance is ‘Fractional Reserve Banking’. In a nutshell, it is pure scam, a fraud of grandiose proportion. As we never tire of repeating; ‘Fractional Reserve Banking’ is the biggest non-violent crime of the millennium, according to our holy book of honest money. The reason for this assertion is quite simple. When a bank creates money out of thin air and disburses this phony money as credit/debt into the larger economy (with interests), this very action dilutes the real money earned by labor, mental or physical (think those on salaries and wages, informal sector, etc.). It is this fraudulent act that is significantly contributing to the extreme polarization of the modern world system. By and large, the modern day wealth of the parasitic oligarchs is derived from this gimmick, not from actual tangible work! Amazon has never made a profit in its entire existence, but has managed to disrupt whole sectors of an economy. The US Mail loses about $1.50 for every package it delivers on behalf of Amazon. On the other hand, Amazon is expanding without bound (literally), and it is not because of organic growth. It is growing because it is allowed to leverage the easy money regime of global finance, so that it can buy out competitors, (potential and actual). Soon, it will end up becoming a monster that monopolizes all and sundry. May be then it might be interested in real moneymaking operations; ditto many of the giant tech firms (Tesla, Uber, Twitter, etc.)! Even the poorer countries of the world system have become quite adept at this financial contraption. Just look at our mini oligarchs, so-called ‘investors’. How did they come up with so much money without (hardly) ever lifting a finger? Billions and billions of birr is systemically transferred from the present and future earnings of the working stiff, (including genuine entrepreneurs) to the current cronies connected to TPTB (The Power That Be). State created oligarchs are now the movers and shakers of Ethiopia’s highly speculative and consumption-oriented modern sector. Henry Ford once said; if people only knew how banks create money, there will be a revolution tomorrow’! The sheeple sweats and bleeds to secure its meager livelihood. What it earns is hard earned money. By continuously creating money out of thin air, banks are stealthy appropriating the real earnings of the sheeple. They might not acknowledge it yet, but they are digging their own graves, so to speak. What is holding back the masses from pouncing on banksters is the usual ‘bread and circus’ game. Even in those ‘rich’ countries, the number of people living below the poverty line has been on the increase since the 1970s. Of course, there are all sorts of statistics and lies to camouflage/hide the reality that obtains on the ground. By delivering ‘free’ food and plenty of ‘entertainment’, the sheeple is kept at bay. One would think the parasitic elites of our world system would take notice and try to ameliorate the situation. No, no, no! What they are actually doing is; they are doubling down on their old gimmickry. Don’t be surprised if major wars break out soon, after all, ‘all wars are bankers wars’! Critical thinkers are proposing different systems of honest money to be used across the board. But dominant interests, including banksters, are fighting tooth and nail to thwart off any proposed change to the existing system. After all, current banking is ‘rent seeking’ par excellence! Many alternatives to the existing monetary system have been proposed throughout the years and decades. One is community issued money. Another is a system of money where credit is created only by the state, under very stringent conditions, like the ‘gold standard’, etc. Multiple currencies, even in a somewhat closed community, (a city, state, etc.,) have also been contemplated. Gladly, there are a number of people in the world who are actively engaged in trying to change the foundational principles of the existing system, with a view to replacing them with a more equitable and resilient alternatives. There are many pilot projects under experimentation in many countries of the world system!
I’ve had the privilege of writing over 11 insightful articles on branding for The Weekly Capital, covering everything from ‘The Misconceptions About Branding’ and ‘The Basics of Successful Branding’ to ‘Why Brands Matter,’ ‘Can Anything Be Branded?’ ‘How to Choose the Right Logo for Your Business,’ ‘Amplifying Brands: The Power of the Right Brand Ambassador,’ and ‘The Hospitality Culture of Ethiopia and Its Potential for Business Success,’ just to name a few. This time, I’m shifting the focus to personal branding, using Haile Gebrselassie’s remarkable journey as a powerful example of how personal brand can fuel success.
In today’s world, personal branding is no longer a luxury but a necessity. While most people are familiar with the concept of branding in the business world, it’s crucial to recognize that individuals too can craft and manage their own brands. Personal branding involves establishing a distinct identity that communicates your values, expertise, and vision to others. It’s the perception others have of you—built over time through consistent actions, messaging, and results. Just like a company needs to maintain its reputation, a person’s reputation and image in the marketplace are key to unlocking opportunities and building meaningful connections. This concept was explored in my previous article for Capital Newspaper, “Can Anything Be Branded?”, where I discussed how branding principles apply to more than just products; they extend to people, including renowned figures like Haile Gebrselassie, whose personal brand has not only cemented his legacy in athletics but has also powered his success in diverse business ventures.
Haile Gebrselassie is a shining example of how an individual can leverage their personal brand to create a lasting impact across various industries. Known globally as an Olympic champion and long-distance running legend, Haile’s name is synonymous with excellence, discipline, endurance and determination. However, his brand is not confined to the world of sports. Haile has successfully transitioned from being an athlete to a prominent entrepreneur, with a business portfolio that includes more than 9 international standard hotels, a car assembly plant, a coffee farm, a honey manufacturing factory, and property development and the renowned event, the Ethiopian Great Run. What sets him apart from many other business entrepreneurs is his decision to tie his brand directly to his ventures. Instead of franchising or outsourcing his hotels to others, Haile named them after himself, ensuring that his personal values—integrity, quality, and trust—are at the core of his businesses. This connection between his identity and his enterprises is a direct reflection of the immense power of a personal brand in driving business success.
Building a personal brand is a conscious, strategic effort, and it starts with defining your core values, strengths, and passions. Haile Gebrselassie’s personal brand is a testament to how self-awareness can shape success. At the age of 15, Haile boldly proclaimed that he would be the best long-distance runner in the world. This was not just youthful boldness but a vision grounded in belief and determination. His mindset, paired with his endurance, played a crucial role in his athletic success and later in his entrepreneurial endeavors. To build a personal brand, one must first ask: What are the values that define you? What makes you unique? Once you answer these questions, you must consistently align your actions and decisions with these principles. Haile’s unwavering discipline and commitment to his goals are qualities that have carried him not only through his sporting career but into his business ventures as well. Similarly, a strong personal brand requires consistency—not just in what you say but also in what you do. Every action, from how you engage with others to how you run your business, should reinforce the image and values you wish to project.
Consistency is essential in building a personal brand that others can rely on. Haile Gebrselassie has long been known for his excellence, not just on the track but in all his business operations. His decision to name his hotels “Haile Resort” is an intentional move to make his personal brand synonymous with high standards and quality service. The same principle applies to anyone looking to build their personal brand. Once you’ve identified your core message and values, it’s essential to communicate them consistently across all touchpoints—whether it’s through your work, public persona, or digital presence. Personal branding is about aligning what you say with what you do. I believe Haile’s reputation as a world-class athlete was not just based on his performance but also on his attitude and commitment, both of which were essential in shaping how people view him in the business world today.
The benefits of building a strong personal brand are far-reaching. A well-established personal brand leads to trust, recognition, and new opportunities. For Haile Gebrselassie, his brand has opened doors to industries beyond sports, enabling him to create businesses that span hospitality, manufacturing, and agriculture. His name, built on decades of discipline and success, carries immense value in the eyes of investors, partners, and customers. This illustrates a crucial point: a personal brand isn’t just about self-promotion; it’s about creating a reputation that attracts people who align with your values and expertise. For example, people seeking out Haile’s hotels or engaging with his business ventures do so not just because of the services offered, but because they trust his name and what it represents. In the same way, a strong personal brand can help you stand out, build credibility, and gain access to new ventures and opportunities.
My own personal experience further solidified the significance of personal branding in the professional world. Four years ago, while working for Dashen Bank, in the capacity of Marketing and Customer experience director, I had the unique opportunity to meet Haile Gebrselassie at his office in Bole, Addis Ababa. During this visit, Haile signed his biography, Haile Gebrselassie: Emperor of Long Distance, and gifted it to me and my fellow friends, an act that underscored his humility and commitment to his personal brand. I gave him a copy of my book, Make a Difference with Customer Service. Since that encounter, I’ve often referenced Haile in my training sessions, particularly when discussing the importance of attitude in customer service and personal development. His story is a perfect example of how the right mindset—paired with a strong personal brand—can elevate a person’s reputation and success. Whether training others or speaking to audiences via my radio program, I often use Haile as an example of how personal branding goes hand-in-hand with attitude, endurance, and consistency.
In conclusion, Haile Gebrselassie’s success, both in athletics and business, is a powerful illustration of the enduring impact of personal branding. His journey proves that building a personal brand is not just about being famous or gaining recognition; it’s about defining your core values, consistently embodying those values, and creating a reputation that others trust and respect. Like I discussed in my earlier article, “Can Anything Be Branded?”, Haile has shown that personal branding, when executed with authenticity, can become a powerful tool for personal and professional growth. Whether you are an athlete, a business professional, or an entrepreneur, the principles of personal branding are universal and can unlock new opportunities, create a legacy, and help you stand out in an increasingly competitive world. Like Haile, anyone who builds a strong personal brand based on integrity, excellence, and perseverance will find that it becomes a powerful force—opening doors, fostering relationships, and driving success in every area of life.
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Aschalew Tamiru is the founder and CEO of HayaSebat Marketing and Branding PLC. With extensive experience in senior management roles across various companies, he has made significant contributions to the industry. Aschalew is also a producer and host of popular business radio and TV shows. He is the author of two books: Make a Difference with Customer Service and Denbegna Yikidem (in Amharic). A certified Management Consultant, he is passionate about empowering businesses and individuals to achieve success.
The seventh edition of the Joburg Film Festival, hosted by MultiChoice, reached its pinnacle with an exciting awards ceremony held at the Sandton Convention Centre. The festival, which has showcased a diverse lineup of local and international films, celebrated the art of storytelling while highlighting the rich spectrum of human experiences.
The festival’s prestigious awards recognized outstanding cinematic achievements:
Best Short Film: Why the Cattle Wait by Phumi Morare, an African folklore tale exploring unrequited love against a vibrant backdrop.
Best Edit: Sugar Land by Johanne Gomez Terrero, a Dominican feature delving into identity and belonging in sugarcane fields.
Best Documentary: Ernest Cole: Lost and Found by Raoul Peck, honoring the life of South African photographer Ernest Cole and his powerful apartheid-era images.
Best African Feature Film: HAPPY: The Real Happy Sindane Story by Vusi Africa, a moving exploration of identity and race in post-apartheid South Africa.
Best Feature Film: Blind Love by Julian Chou, a coming-of-age drama about family secrets and self-discovery.
The festival honored South African icon Mfundi Vundla with a Special Recipient Award for his transformative contributions to film and television. The Jury Special Mention went to The Shadow Scholar by Eloise King, while the Young Voices Award celebrated CheckMate, a youth-driven story of ambition and resilience.
With over 60 films screened across Johannesburg venues, including Hyde Park’s Nu-Metro Cinemas and Theatre on the Square, the festival brought together filmmakers, industry professionals, and audiences to celebrate cinematic excellence. Esteemed jury members included South African actress Sthandiwe Kgoroge, Egyptian film critic Ahmed Shawky, and Nigerian scholar Dr. Victor Okhai.
The festival concludes with Timmy The Kid, a South African family comedy directed by Gray and Ziggy Hofmeyr, offering audiences one last chance to enjoy the magic of storytelling at its finest.
