The new slogan replaces the previous “Alive with Possibility”.
“We welcome the approval by Cabinet of ‘Inspiring new ways’ as South Africa’s new country marketing slogan,” Miller Matola CEO of Brand South Africa said.
The new slogan is the culmination of many months of research into what thousands of ordinary South Africans believe captures the essence of our country.
South Africa’s remarkable transition from pugnacious pariah state to one of the world’s most-important regional powers, has been matched by a diligent management of its global brand.
South Africa has recognized that every country in the world has a “brand” – a way in which the country is perceived — and the active management of that brand brings trade, tourism and investment, resulting in more jobs and economic growth.
When we embarked on the development of our new pay off line, our position as the most-developed African economy – spearheading the emergence of the globe’s last great market — saw South Africa adopt a brand position expressed in the phrase, “South Africa – Alive with Possibility”.
The world saw the sense of the proposition and investors, businesses and tourists piled into the country – taking advantage of the possibilities.
Now, our country has moved to a different phase of its development. We are an important regional power, with a non-permanent seat on the United Nations Security Council and proudly a member of the Group of Twenty Finance Ministers and Central Bank Governors of the leading world economies (the G20 group) as well as a member of the BRICS group of nations.
South Africa has moved beyond possibility to delivery. Our delivery has necessitated a change in the brand positioning, to keep up with, and lead the way that we are perceived by the world. It is for this reason that we have developed a new brand expression.
As a country we continue to inspire both ourselves and the world with unique, new and better ways of overcoming our challenges. ‘South Africa. Inspiring new ways’ is both a description of the best of our national character, our values and the fabric of our people. It is a challenge to all South Africans:to business, government and civil society to build on our reputation for inspiration and innovation.
After exhaustive consultation with our many stakeholders in business, civil society and government, and international benchmarking, Cabinet has now approved ‘Inspiring New Ways’ as the new nation brand positioning which will orientate South Africa’s marketing activities.
In the coming months South Africans at home and abroad can look forward to seeing the new brand expression in advertising and promotional material that will be used to explain and promote South Africa’s attraction to ourselves and to the world.”
Brand South Africa, previously known as the International Marketing Council of South Africa, officially changed its name to best align with its mandate of building South Africa’s nation brand reputation in order to improve its global competitiveness.