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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
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