The International

Marketing Council

Branding South Africa

May 2002

Photograph courtesy South Photos

To improve the quality of life for all South Africans by becoming the world’s most competitive and

admired emerging market.

SA Vision

To transform the image of South Africa internally and externally by creating, coordinating and integrating a compelling South African brand proposition.

This will be achieved by coordinating and integrating this brand message across all government departments, parastatals, the private sector, civil society and all stakeholders.

IMC Vision

INTEGRATED MARKETINGINTEGRATED MARKETING STRATEGY STRATEGY KEY PILLARSKEY PILLARS

Global PositioningPositioning

OngoingSocial

Change

BelieveInSA

Original Intent of the IMC

To coordinate marketing efforts and manage brand perceptions

To create news proactively rather than reactively

To provide context and balance in the news

To promote the country proactively rather than reactively

To focus efforts on Tourism, Trade and Investment

Building on the original platform we have further defined ourselves as an enabler

Provide leadership and a birds-eye-view Co-ordinating role Leverage initiatives Create strategic frameworks

Build national pride

The IMC Today

Strategic Projects:

1. CRC

2. Web portal

3. Brand SA

Photograph courtesy South Photos

Role of the Communication Resource Centre

Opened last week

Rapid response

International perspective, monitoring and prioritisation

Expert research and input

Drafting capacity, interpretation and recommendation

Recommendations co-ordinated with GCIS and communication

clusters

Inculcate Brand essence into all communication

Crafting of responses

Co-ordination and integration between CRC and policy makers

Contribute to enrichment of government resources

Keep track and audit dissemination of information

CRC

Traffic the processes, requiring responses by certain times

Chase and maintain the calendar of events

Create a status report on which ministry has/has not responded each month. We will offer training and protocol development.

In critical situations, IMC will contribute to speed up the process e.g.: When items are multi departmental, when they are of national importance or when there is a crisis

IMC will create measurement of positive press

Main Gatewayand

Web portal

Southafrica.info

Safrica.info

Photograph courtesy South Photos

Objectives

World first

Create a gateway – single-point-of-entry for the country

Easy access for investors, importers, exporters, tourists, media and citizens who want any information on South Africa

Linking to relevant South African websites

Brand essence integrated throughout

Web portal

BrandSouth Africa

Photograph courtesy South Photos

Objectives

Common theme

Common values

Interpretive but within a framework

Sense of direction

Prevent mixed messages

Vehicle to change national and international perceptions

2001CURRENT REALI TY

BRAND SA ROADMAP

2010

????

KEY DELI VERABLES

•BELI EVE I N SA•GLOBAL POSI TTI ONI NG•ONGOI NG SOCI AL CHANGE

EXTERNAL COMMUNI CATI ON

STAKEHOLD

ER O

wners

hip a

nd

Imple

menta

tion

2004 Entrench & Grow

Branding

2002: Continuecurrent initiatives

I NTERNAL COMMUNI CATI ON

Entrench Branding :• All South Af rica and the World• Entrench & consolidate through Delivery (real & • relevant progress)• Global network of SA Ambassadors

I ntroduce Branding: Sept 2002 to Sept 2003• Thought Leaders (I nnovators/ Early Adopters) and South Af rican Public•Fuel and Direct Perception Shif t•Continue Receptiveness via Key (Re-education)

2003 I ntroduce Brand

Extensions

MAY 2002: Build Receptiveness

Build Receptiveness:• Thought Leaders (I nnovators/ Early Adopters) and Early Majority•Kick-start Perception Shif t

Sept 2002 I ntroduceBranding

Oct 2003: Entrench & Grow

Branding

Sept 2002 I ntroduce SA

Branding

* Note: Detailed milestones required post final Vision Key

Creating, nurturing and building a Winning SA Mindset!

2001CURRENT REALI TY

BRAND SA ROADMAP

2010

????

KEY DELI VERABLES

•BELI EVE I N SA•GLOBAL POSI TTI ONI NG•ONGOI NG SOCI AL CHANGE

EXTERNAL COMMUNI CATI ON

STAKEHOLD

ER O

wners

hip a

nd

Imple

menta

tion

2004 Entrench & Grow

Branding

2002: Continuecurrent initiatives

I NTERNAL COMMUNI CATI ON

Entrench Branding :• All South Af rica and the World• Entrench & consolidate through Delivery (real & • relevant progress)• Global network of SA Ambassadors

I ntroduce Branding: Sept 2002 to Sept 2003• Thought Leaders (I nnovators/ Early Adopters) and South Af rican Public•Fuel and Direct Perception Shif t•Continue Receptiveness via Key (Re-education)

2003 I ntroduce Brand

Extensions

MAY 2002: Build Receptiveness

Build Receptiveness:• Thought Leaders (I nnovators/ Early Adopters) and Early Majority•Kick-start Perception Shif t

Sept 2002 I ntroduceBranding

Oct 2003: Entrench & Grow

Branding

Sept 2002 I ntroduce SA

Branding

* Note: Detailed milestones required post final Vision Key

Creating, nurturing and building a Winning SA Mindset!

Tourism

Sensory AwakeningSensory

Awakening

Its what it does to you Feel it

Experience

Its what it does to you Feel it

Experience

Discover a partof yourself

Rediscover yourself

Discover a partof yourself

Rediscover yourself

Pioneering SpiritPioneering Spirit

Sense of humourCelebrating humanity

Sense of humourCelebrating humanity

Amazing individualsAmazing

individuals

Resilience Confidence “Slayed

the dragon” overcoming obstacles

Success in life...

Resilience Confidence “Slayed

the dragon” overcoming obstacles

Success in life...

Reoccurrence reinvention Adaptive

never the same Embrace change The Growth Place

Reoccurrence reinvention Adaptive

never the same Embrace change The Growth Place

Creating a story we are all proud ofCreating a story

we are all proud of

The 3D country layered and textured

Never sterile The Imax of countries

The 3D country layered and textured

Never sterile The Imax of countries

Active notpassive

Active notpassive

DiscoveryDiscovery

Endless discoveries Endless journeys

Endless discoveries Endless journeys

Winning Spirit

Winning Spirit

MadibaMadiba

Challenges andwonderful outcomes

Challenges andwonderful outcomes

Recurring miracles

Recurring miracles

Community

Shining lightShining light South AfrICanSouth AfrICan

Interaction Nation

Interaction Nation

Melting potLiberation through diversity

Melting potLiberation through diversity

Alternativelifestyle / artAlternative

lifestyle / art

Hope for humanityHope for humanity

A uniquenessmerged from different

cultures

A uniquenessmerged from different

cultures

Maak ‘n plan Ubuntu

(communal spirit)

Maak ‘n plan Ubuntu

(communal spirit)

Showing the way forwardAction over words

The global example

Showing the way forwardAction over words

The global example

A nation that caresfor its own andinternationally

A nation that caresfor its own andinternationally

Maak ‘n plan attitude

Maak ‘n plan attitude

The SA wayThe SA way

Active notpassive

Active notpassive

Engage with people Engage with the land

Its what you do, not see

Engage with people Engage with the land

Its what you do, not see

National Icons

Endless beautyEndless beauty

Absolutely compellingmagnetic

irrational love

Absolutely compellingmagnetic

irrational love

The icebergThe iceberg

Bigness (no matter how hard you look there is

always more)

Bigness (no matter how hard you look there is

always more)

Raw energyRaw energy

Passion on the movePassion on the move

MisunderstoodMagic

MisunderstoodMagic

Smashing preconceived

ideas

Smashing preconceived

ideas

The underdogWolf, springbok,

white shark

The underdogWolf, springbok,

white shark

Undervalued(movie destination)

(low rand)

Undervalued(movie destination)

(low rand)

Colour prism,or kaleidoscope

(never sure what you’ll get)

Colour prism,or kaleidoscope

(never sure what you’ll get)

AddictiveAddictive

Passion Vortex

Passion Vortex

Trade and Industry

Sitting on top of the world

The envy of the world

Sitting on top of the world

The envy of the world

The worlds bestkept secret

The worlds bestkept secret

FreedomForgiving spirit

FreedomForgiving spirit

A Source ofEnergy

A Source ofEnergy

Energy and vibrancyEnergy and vibrancy

Intellect, inspiringIntellect, inspiring

DiversityDiversity

It’s where humanity islessons for Humanity

It’s where humanity islessons for Humanity

Our Shared Miracle

Our Shared Miracle

The best democracyThe best democracy

Youth

Action Nation

Everything is possible

New frontiers

The African Dream

Go beyond your limits

Blue Sky (nature & invention)

SA inspiring the world

Urban Africa

Land Of Opportunity

Winning Nation

Inventors/ Achievers/ Entertainers

Politics

Team SATeam SA

Winning NationWinning Nation

BeautifullyDifferent

BeautifullyDifferentBuilding

FoundationsBuilding

Foundations

Pride in our ownPride in our own

AProud History

AProud History

MysticalMystical

Global MediatorsGlobal Mediators

Exporters of PeaceExporters of Peace

Leading the ChangeLeading the Change

Leading New AfricaLeading New Africa

Strength through Diversity

Strength through Diversity

Making Things WorkMaking Things Work

YouthfulnessYouthfulness

Unexplored-nessUnexplored-ness

A world in one countryA world in one country

Diversity -> Creativity -> ProsperityDiversity -> Creativity -> Prosperity

A BridgeA Bridge

Marketing

Healing/ ForgivenessHealing/ Forgiveness

New Model/ Unique SolutionNew Model/ Unique Solution

110%Get More Out

110%Get More Out

MiracleMiracle

Soul countrySoul country

Germinationand GrowthGerminationand Growth

HumanConnection

HumanConnection

Experience/ Solutions/People/ Value

Experience/ Solutions/People/ Value

SouthAfriCANSouth

AfriCAN

The Real World

The Real World

Life is beautifulLife is beautiful

Can do/ Willingness/ Lust for LifeCan do/ Willingness/ Lust for Life

Anything is possibleAnything is possible

Enrichment & ExpansionEnrichment & Expansion

1 + 1 = 3Adaptive/ Unexpected

1 + 1 = 3Adaptive/ Unexpected

AbundanceExceeding Expectations

AbundanceExceeding Expectations

Engage in MagicEngage in Magic

Surprise/ Energy/ Engage/ RealitySurprise/ Energy/ Engage/ Reality

A Place that

Inspires

A Place that

Inspires

Ideas and Problem SolvingIdeas and Problem Solving

Embracing the future

Embracing the future

Three strategic directions

Forging a better way

Ordinary people doing extra-ordinary things

Active adaptability

“Massive private and public initiative, radical innovation and inspirational leadership

can elevate South Africa to a respected and successful country in the relatively

short time span of ten years”

Expert Opinion

Branding a country

Branding a Country

Countries are also brands. If we were speaking about a company or a product, we would say that brand is the sum total of its history, its culture, its products or services, its people, its customers, its financials, its operations, and its leadership

That brand – whatever it may be – is a reflection of that which must remain inviolate: Values

South African values are South African values – the core human truth that resonates in every South African heart

In terms of a country the brand stewards – specifically, the President and his cabinet – can solidify their leadership by re-identifying and re-enforcing the core values of the country

Continuity and consistency are vital

This responsibility too, lies with the rest of us –

Vuk’uzenzele!

Branding a Country

The IMC task is to make sure that the perceptions are correct and accurate

If we do not actively position South Africa, then the international media will and are, according to their own agendas

Negative perceptions about South Africa’s image and reputation has damaged our ability to compete at optimal capacity in world markets, to encourage investment, to create jobs, or to attract tourists

There is often a negative self-perception which is endorsed by many South Africans themselves

The image and behaviour needs managing

Branding a Country

Expert Opinion

Do we have a national goal?

“In a land of diversity a very firm national goal is essential. We need something that

every citizen, every level of worker or executive can work towards.

Currently the goals are too fragmented to deliver any significant success.”

Believe in SA

Photograph courtesy South Photos

Believe in SA

Change the way South Africans view themselves

and the future of their country, as a result influence

what they say about their country to one another,

and to the rest of the world.

Proud of being a South African

77 76 81 8672

66

17 1614

11

2329

6 8 5 3 5 5

Total Stilldisadvantaged

Emerging Emerged Old SA New SA

Very Proud Fairly Proud Not proud

Radio commercial

Good Stuff

Carmen – 7th best musical, Mystries – best drama Moved up the World Competitiveness Forum BMW investment of R2 billion World Summit of Sustainable Development Cricket World Cup- – showcase SA and its people Singita – best hotel in the world 43 cruise ships docked in CT last month Export boom - Nandos, Carrol Boyes cutlery, Naartjie clothing,

art and fashion Moody’s re-rating 3rd most recognized flag in the world Mandela – 2nd most recognized icon in the world after

Coke, before Nike and MacDonalds! Integrated infrastructure – clinic, with roads and

electricity and water 1,2 million homes built

Nadine Gordimer’s the first South African to have won the Nobel prize for literature

Zakes Mda won the 2001 commonwealth Book Prize SA’s Mark Shuttleworth first African in space SA breweries is the fourth largest brewer in the world,

and produces over 50% of China’s beer SA electricity most cost-effective in the world Kreepy Krauly invented in SA There are more endemic plant species per hectare in

the Cape Peninsula than any other area in the world Kruger National park has the most innovative

management of a national parks anywhere in the world

Church street longest in the world SA has the most species of trees in the world

Good Stuff

In conclusion…

We have a massive, but exciting task ahead of us

South Africa has huge potential

Marketing can make a difference, but there are no quick fixes

The difference will be measurable

The task is a very long journey, that needs consistency and repetition

Only complete commitment will do – from the President, from the cabinet, from the ambassadors, and from the people of our beautiful, creative, vibrant, abundant, resilient land

Discussion