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Visit an aid distribution center almost anywhere in the world and what's the first thing you see? 

Burundi aid billboards

Branded signs. A lot of them, letting everyone know which governments or NGOs are responsible for the goods or services being provided. 

But the fact that this sight is common in many countries doesn't mean it's the best way to go, says Gyude Moore, former Minister of Public Works in Liberia and current visiting fellow at CGD. In some cases, branded aid projects may actually harm the relationship between a government and its people.

Since his time as Minister, Gyude Moore has become an expert in how aid is branded and what that means for developing countries. He recently joined the CGD Podcast to share his take on aid branding, what China does differently, and what innovation could help developing countries save big on infrastructure. 
 

 

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CGD blog posts reflect the views of the authors drawing on prior research and experience in their areas of expertise. CGD does not take institutional positions.