BRAND SOUTH AFRICA THE FUTURE OF BRAND SOUTH AFRICA WHY IT MATTERS AND WHAT NEXT ? 25 TH OCTOBER 2011 INTERVATE – CAPE TOWN
Dec 05, 2014
BRAND SOUTH AFRICA
THE FUTURE OF BRAND SOUTH AFRICA WHY IT MATTERS AND WHAT NEXT ?
25TH OCTOBER 2011
INTERVATE – CAPE TOWN
Sheer Driving Pleasure
Why have Brands ?
Nations as Brands
In an increasingly
competitive world…
Why Manage the Reputation of Nations ?
Manage your reputation or
someone else will
...the Media !
Why Manage the Reputation of Nations ?
Why Manage the Reputation of Nations ?
Why Manage the Reputation of Nations ?
Why Manage the Reputation of Nations ?
REPUTATION MANAGEMENT
Build Confidence &
Pride
Job Creation
Tourism
Inspirational Vision
Increase Competitiven
ess
Economic Growth
Skills Development, Attraction &
Retention
Increase Productivity
Direct Investment
Why Manage the Reputation of Nations?
Why Manage the Reputation of Nations?
WORLD ECONOMIC
FORUM 2011 (2010)
IMD INDEX 2011 (2010)
ECONOMIC FREEDOM OF THE
WORLD 2011 (2010)
NATION BRAND INDEX 2011
(2010)
1 SWITZERLAND (1) HONG KONG (2) HONG KONG (1) USA (1)
2 SINGAPORE (3) USA (3) SINGAPORE (2) GERMANY (2)
3 SWEDEN (2) SINGAPORE (1) NEW ZEALAND (3) UK (3)
4 FINLAND (7) SWEDEN (6) SWITZERLAND (4) FRANCE (4)
5 USA (4) SWITZERLAND (4) AUSTRALIA (8) JAPAN (5)
6 GERMANY (5) TAIWAN (8) CANADA (7) CANADA (6)
7 NETHERLANDS (8) CANADA (7) CHILE (5) ITALY (7)
8 DENMARK (9) QATAR (15) UK (10) AUSTRALIA (9)
9 JAPAN (6) AUSTRALIA (5) MAURITIUS (9) SWITZERLAND (8)
10 UK (12) GERMANY (16) USA (6) SWEDEN (10)
RSA 50 (54) 52 (44) 87 (82) 36 (31)
TOTAL: 142 59 141 50
GLOBAL INDICES
HOW NATIONS MANAGE
THEIR REPUTATIONS?
Brazil – Icons, Events, Leadership, BRIC
India – Scale, BRIC, Culture and Diaspora
Chile – Leveraging Mining Disaster – A ‘Can Do’ Nation
Rwanda – Genocide to the Dubai of Africa
South Africa - Leveraging Defining Moments
South Africa - Leveraging Defining Moments
‘Defining Moments’ can change the
way the world looks at a Nation
BUT
Can also change the way a
Nation looks at itself
27
Ap
ril
19
94
South Africa - Leveraging Defining Moments
The Rainbow Nation South Africa - Leveraging Defining Moments
South Africa - Leveraging Defining Moments 1995 : Rugby World Cup
South Africa - The Fading Rainbow
s)
South Africa - Creative Communications
1994 1998 2002 2010 2011 2014 2030
The Nation Brand’s Journey
Peaceful Democracy
Growth Millennium World Attention
(springboard)
Vision 2030
First Division
South Africa - The Nation’s Brand Journey
North Star
Rising Star
Rainbow Nation
Fading Rainbow
International Marketing
Council (BRAND SA)
2010 World Cup Vision SA
20-Years Democracy
South Africa - The Second Defining Moment
DESTINATION OR SPRINGBOARD ?
South Africa - The Second Defining Moment
31 CRIME –FREE
DAYS
DELIVERED ON
FIFA’S
GUARANTEES
ALIGNED
STAKEHOLDERS
MANAGED
THE (20 000)
MEDIA
30 BILLION
GLOBAL TV
VIEWERS
MAGNIFICENT
STADIUMS
MOBILISED
THE NATION
WE DELIVERED
A WORLD-CLASS
SOUTH AFRICAN
WORLD CUP
309 000
VISITORS
R 3.64
BILLION)
THE WORLD
WAS
IMPRESSED
BAFANA
BAFANA
PERFORMED
UPGRADED
INFRASTRUCTURE
(R 25 Billion)
South Africa - World Cup Achievements
Alignment
Mobilisation
Intelligence
Preparation
2009 2010 2011 2012
2010
MILESTONE Defining Moment
Proof of Potential
Brand South Africa “THE NEXT BIG THING”
(within Vision 2030)
South Africa - Beyond 2010
POSITIONING
VALUE PROPOSITION
South Africa - Beyond 2010
Mobilise South
Africa to define
South Africanness
‘The Next
Big Thing’
INTERNAL EXTERNAL
SA
Valu
e
Pro
po
sit
ion
South Africa - Beyond 2010
South Africa - The Need for Reputation Management
THE SOUTH AFRICAN ‘REPUTATION SCORECARD’ POST 2010
NEGATIVES
IMD COMPETITIVE RATING 44 TO 52 (OF 59)
ACCESS TO INFORMATION BILL STILL UNRESOLVED
MISMANAGEMENT OF DALAI LAMA VISA
SA’S VOTING POLICY ON KEY HUMAN RIGHTS (E.G. SYRIA)
NO ACTION AGAINST ‘DISGRACED’ MINISTERS (SHICEKA, CELE)
GOVERNMENT PROPERTY LEASES- GOVERNMENT INTRANSIGENCE
POLICY UNCERTAINTY RE: NATIONALISATION
PROTRACTED MALEMA DISCIPLINARY HEARINGS
WALMART INTERVENTION BY GOVERNMENT
BAFANA’S IGNOMINIOUS EXIT FROM THE AFCON QUALIFIERS
SOUTH AFRICA- WHERE ARE WE NOW?
POSITIVES
WEF COMPETITIVENESS POSITION UP FROM 54 TO 50 of 142 (BUT WAS 45 IN 2009)
ARMS DEAL COMMISSION ANNOUNCED (BUT DO WE BELIEVE IN ITS INTEGRITY?)
CRIME STATISTICS DOWN (BUT TOO LITTLE DETAIL)
FINANCIAL INSTITUTIONS RESILIENCE/ SOUNDNESS OF BANKS
BUSINESS SCHOOLS PERFORMANCE IN WEF COMPETIVENESS INDEX (13/142)
KING III/ COMPANIES ACT INTRODUCED (ALBEIT WITH SOME DELAYS)
INCLUSION INTO BRICS (BUT NOT ACKNOWLEDGED BY JIM O NEIL- INVENTOR)
SUCCESS OF SA COMPANIES IN AFRICA (MTN, SHOPRITE, SAB MILLER)
HOSTING OF THE CLIMATE CHANGE CONFERENCE IN DURBAN IN 2011
HOSTED THE INTERNATIONAL OLYMPIC COMMITTEE GLOBAL CONFERENCE IN DURBAN (WELCOME A BID FROM AFRICA)
THE SOUTH AFRICAN ‘REPUTATION SCORECARD’ POST 2010
NEGATIVES:
PRODUCER DRIVEN INFLATION RISING (ENERGY, FUEL PRICES)
ANC FUNDING AND CHANCELLOR HOUSE
CRICKET SOUTH AFRICA (AND MOST OTHER SPORTS ADMINISTRATIONS)
NO BID FOR 2020 OLYMPICS DESPITE IOC ENCOURAGEMENT AND MINISTER’S SUPPORT
FDI AND M+A ACTIVITIES DOWN
TOLL ROADS MISMANAGEMENT/ MISCOMMUNICATION
EDUCATION DEPARTMENT UNDERPERFORMANCE/ SHORTCOMINGS
RESTRICTIVE LABOUR LAWS DISCOURAGE JOB CREATION: NO MEANINGFUL EMPLOYMENT CREATION- UNEMPLOYMENT
LIFE EXPECTANCY 51 YEARS. PLACES SA IN 130TH POSITION OF 142 IN WEF
HEALTH/ PRIMARY EDUCATION PERFORMANCE IN WEF (131/142)
CRIME AND CORRUPTION (BUSINESS COST OF CRIME/ VIOLENCE (136/142)
SHORTAGE OF ENGINEERS, SCIENTISTS, ARTISANS
SOUTH AFRICA- WHERE ARE WE NOW?
SOUTH AFRICA– HOW DO WE GET THE MOMENTUM BACK ?
VISION 2030: 11-11-2011
SOUTH AFRICA- WHERE TO FROM HERE?
South African Scenarios
IMD (59 NATIONS)
PROMOTION CANDIDATES:
NIGERIA MAURITIUS
AFGHANISTAN SOMALI
LIBYA MYANMAR ZIMBABWE
SOUTH AFRICA- WHERE TO FROM HERE?
SCENARIO 3
SOUTH AFRICA IMPLODES INTO A FAILED STATE
•ARAB SPRING COMES TO SA •DOMESTIC VIOLENCE •NATIONALISATION •LAND GRABS •EMIGRATION
10% (10%)
DESCRIPTION
IMPLICATION
Probability
SCENARIO 1
SOUTH AFRICA UPS ITS GAME AND CONSOLIDATES A POSITION IN THE TOP 30 (A BRAND SA TARGET FOR 2020)
•POWERHOUSE OF AFRICA •UNITED STATES OF SOUTHERN AFRICA •ECONOMIC GROWTH •JOB CREATION •LEADERSHIP INSPIRES •VISION 2030 INSPIRES
50% (60%)
SCENARIO 2
SOUTH AFRICA GETS RELEGATED TO THE 2ND DIVISION AND IS REPLACED BY NIGERIA IN THE PREMIERSHIP
•BRICS CREDIBILITY? •TAX REVENUES DOWN •FDI DOWN •RISK PROFILE DOWNGRADE •BUDGET SHORTFALL •TOURISM SURVIVES
40% (30%)
SOUTH AFRICA- WHERE TO FROM HERE?
Key Indicators 1. NATIONALISATION: viewed by the world as a retrogressive step
2. NATIONAL HEALTH INSURANCE: clumsy implementation, decline in private care and
emigration of talent/ skills
3. MEDIA TRIBUNAL WITH PUNITIVE POWERS: freedom of speech is a cornerstone of
Brand SA
4. LANDS GRABS: the Zimbabwean REALITY
5. LEADERSHIP: United, inspirational leaders that are visionary and accountable
6. POCKETS OF EXCELLENCE: increase or decrease e.g.. SARS, Model C schools
7. ECONOMIC GROWTH AND JOB CREATION: Government can create some jobs via public
works but their main contribution is to facilitate business based on SMMEs and
entrepreneurship flourishing
8. CONVENING OF AN ECONOMIC CODESSA: are we ready for this?
9. LABOUR PRACTICE RESTRICTIONS: reduced/ increased
10. STRONG PAN AFRICAN TRADING FOCUS
11. STRONG PRODUCTIVITY DRIVE: in return for ‘increased pay’
12. SERVICE DELIVERY (LEARN FROM THE WORLD CUP AND WESTERN CAPE)
13. UNIVERSAL BUY IN TO AN INSPIRATIONAL NATIONAL VISION
14. CRIME AND CORRUPTION: exposed and addressed?
15. THE USE OF THE EXPRESSION ‘THE RULING PARTY’ VERSUS THE GOVERNMENT
OF SOUTH AFRICA
16. REFER TO SOUTH AFRICANS NOT DEMOGRAPHIC/ ETHNIC/ RACE GROUPS
17. DEFINE SOUTH AFRICANESS- IN TERMS OF VALUE AND BEHAVIOURS
BRAND SOUTH AFRICA
THE FUTURE OF BRAND SOUTH AFRICA WHY IT MATTERS AND WHAT NEXT ?
BRAND SOUTH AFRICA
“Be the change you want to see in the world”
-Gandhi
THANK YOU