Tag: Brand SA
5 years ago when we started developing Brand South Africa there were no templates for us to learn from – nation branding has only begun to come into its own now as the global market place has become so intensely competitive. So, we at Brand SA with a mandate from the President to change the perceptions of SA - to attract tourism, trade and investment, forged our own way. Using the process of the Unilever brand key, a gift from Niall Fitzgerald to president Mbeki, we started our fascinating journey. The process took 18 months and incorporated the views of 25 000 people. The defined essence of the brand I am sure you are all familiar with – South Africa – Alive With Possibility!
From a speech delivered by Yvonne Johnston, CEO of the International Marketing Council, at Melrose Arch on 11 September 2006.
The recent 2006 World Cup, which was organised with precision by Germany, has drawn a plethora of comparisons between Germany and SA, writes Terry Behan. Our ability to host a successful World Cup in the wake of such efficiency is being questioned.
Ironically, most of the hard comparisons are coming from local journalists, who are comparing, among other things, the efficiency of German trains to the gross inefficiencies of our own train system, and how we are doomed because of it. In this specific instance, the journalists are correct.
However, even if we were to host the World Cup again in 2022, we still wouldn’t be able to expect the same German precision when it comes to SA’s train schedules, or anything else for that matter.