Vuk’uzenzele! (Arise and Act!)

The following is selected extracts from an article in the latest issue (#59) of SA Good News, which summarises the past, present and future status of Brand South Africa. Please find a few minutes to read the entire article, and then forward it on to friends, family and colleagues.

Vuk'uzenzele! (Arise and Act!)

Apartheid, by its grand master plan to divide the nation into black and white, prevented the development of a national identity. "Welcome to Sunny South Africa" began to ring hollow as international sanctions mounted, reinforced by our pariah status. And even though we have made substantial progress in forging a unified South African identity, we have lacked a common vision and a common understanding of what it is to be South African.

Negative perceptions
Negative perceptions about South Africa's image, often expounded or endorsed by South Africans themselves, have damaged our ability to compete in the global marketplace, to attract investment and tourists and to create jobs. Negativity is a self-fulfilling prophecy and benefits no-one except our competitors in the global arena. Ironically, as Max du Preez points out in a scathing article in the Daily News, the "incessant whining" always seems to originate from the South Africans who are the most privileged - the whites!

Being a brand ambassador does not mean being blind to the realities and challenges facing South Africa. Poverty, crime and AIDS, in particular, are a reality in South Africa today, but moaning about them will achieve nothing. As Yvonne Johnston, CEO of the IMC, has said, "Every country has issues, but what you are doing about them is what is important."

Branding is a direct result of marketing consistency. The more we sing from the same song sheet, the stronger the brand, the better for South Africa. There are a lot of cynical, whinging and negative South African out there, spewing their toxic views to anyone who will listen. Brand ambassadors need to drown out the whine of the doom-mongers - after all, we have lots that we can truly be proud of.

Are you a Brand South Africa Ambassador?