The International Marketing Council Branding South Africa May 2002

1. The International Marketing Council Branding South Africa May 2002 Photograph courtesy South Photos

2. SA Vision To improve the quality of life for all South Africans by becoming the world’s most competitive and admired emerging market.

3. IMC 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. INTEGRATED MARKETING STRATEGY KEY PILLARS OngoingSocialChange Believe InSA GlobalPositioning

4. 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

5. The IMC Today • 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

6. Strategic Projects: • CRC • Web portal • Brand SA Photograph courtesy South Photos

7. 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

8. 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

9. Main Gateway and Web portal Southafrica.info Safrica.info Photograph courtesy South Photos

10. 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

11. Web portal

12. BrandSouth Africa Photograph courtesy South Photos

13. Objectives • Common theme • Common values • Interpretive but within a framework • Sense of direction • Prevent mixed messages • Vehicle to change national and international perceptions

15. Challenges andwonderful outcomes • Discover a partof yourself • Rediscover yourself • Its what it does to you • Feel it • Experience Sense of humour Celebrating humanity Pioneering Spirit Amazing individuals Active notpassive Discovery Winning Spirit Recurring miracles Sensory Awakening Madiba • Endless discoveries • Endless journeys • Reoccurrence • reinvention • Adaptive • never the same • Embrace change • The Growth Place • Resilience • Confidence “Slayed • the dragon” • overcoming obstacles • Success in life... • The 3D country • layered and textured • Never sterile • The Imax of countries Creating a story we are all proud of Tourism

16. Community • Engage with people • Engage with the land • Its what you do, not see Hope for humanity • Maak ‘n plan • Ubuntu • (communal spirit) Alternativelifestyle / art A nation that caresfor its own andinternationally Active notpassive Interaction Nation Shining light South AfrICan The SA way • Showing the way forward • Action over words • The global example A uniquenessmerged from differentcultures • Maak ‘n plan • attitude • Melting pot • Liberation through diversity

17. Bigness (no matter how hard you look there is always more) Endless beauty The iceberg Smashing preconceived ideas • Undervalued(movie destination)(low rand) Absolutely compelling magnetic irrational love Misunderstood Magic Addictive Passion Vortex • The underdogWolf, springbok,white shark • Colour prism,or kaleidoscope(never sure what you’ll get) Passion on the move Raw energy National Icons

18. It’s where humanity is lessons for Humanity Intellect, inspiring The best democracy Diversity A Source of Energy Our Shared Miracle Sitting on top of the world The envy of the world Freedom Forgiving spirit Energy and vibrancy The worlds best kept secret Trade and Industry

19. Youth SA inspiring the world • Blue Sky (nature & invention) Urban Africa Everything is possible • Go beyond your limits Land Of Opportunity Action Nation Inventors/ Achievers/ Entertainers • New frontiers • Winning Nation • The African Dream

20. Making Things Work Exporters of Peace Unexplored-ness Pride in our own Global Mediators Youthfulness Winning Nation Beautifully Different Leading the Change Building Foundations Team SA Leading New Africa A world in one country Strength through Diversity A Bridge AProud History Mystical Diversity -> Creativity -> Prosperity Politics

21. Life is beautiful Surprise/ Energy/ Engage/ Reality Healing/ Forgiveness Engage in Magic Ideas and Problem Solving Experience/ Solutions/People/ Value Soul country New Model/ Unique Solution Abundance Exceeding Expectations A Place that Inspires SouthAfriCAN Germination and Growth The Real World Human Connection Can do/ Willingness/ Lust for Life Enrichment & Expansion Miracle Embracing the future 1 + 1 = 3 Adaptive/ Unexpected Anything is possible 110% Get More Out Marketing

22. Three strategic directions • Forging a better way • Ordinary people doing extra-ordinary things • Active adaptability

23. Expert Opinion “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”

24. Branding a country

25. 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

26. Branding a Country • 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!

27. 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

28. 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.”

29. Believe in SA Photograph courtesy South Photos

30. 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.

31. Proud of being a South African

32. Radio commercial

34. 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

35. Good Stuff • 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

36. 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

37. Discussion