Many of the women entrepreneurs we interview and speak to each day at Lionesses of Africa are focused on the current opportunity to tap into the growing global interest in products that are proudly made here on the continent. But it goes further than that - they are also highly conscious of the need to create African brands — brands from Africa for Africa, and brands that the world can also appreciate. The challenge is to create brands that are both world-class and distinctively African, whilst at the same time appreciating the importance of adapting and marketing to local, global and country-specific economies and markets. Ultimately, the goal for many of these women entrepreneurs in Africa is not just to create a great product that will appeal to the widest audiences, but to create a brand with a distinctive African identity. A brand that says it is proudly African, for Africa, and for the world - a brand that has an African soul but with a global vision.