BRAND SOUTH AFRICATHE FUTURE OF BRAND SOUTH AFRICA     WHY IT MATTERS AND WHAT NEXT ?                25TH OCTOBER 2011    ...
Why have Brands ?                    Sheer Driving Pleasure
Nations as Brands
Why Manage the Reputation of Nations ?  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?                                             Build                                   ...
Why Manage the Reputation of Nations?                            GLOBAL INDICES               WORLD                       ...
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              ...
South Africa - Leveraging Defining Moments                                   27 April                                    1...
South Africa - Leveraging Defining MomentsThe Rainbow Nation
South Africa - Leveraging Defining Moments     1995 : Rugby World Cup
South Africa - The Fading Rainbow
South Africa - Creative Communications               s                   )
South Africa - The Nation’s Brand Journey            The Nation Brand’s Journey                      International        ...
South Africa - The Second Defining Moment
South Africa - The Second Defining MomentDESTINATION OR SPRINGBOARD ?
South Africa - World Cup Achievements       31 CRIME –FREE      MANAGED                                          MAGNIFICE...
South Africa - Beyond 2010MobilisationAlignment                               2010Intelligence                MILESTONE   ...
South Africa - Beyond 2010POSITIONING                  VALUE PROPOSITION
South Africa - Beyond 2010      INTERNAL                     EXTERNAL                    Proposition                      ...
South Africa - The Need for Reputation Management
SOUTH AFRICA- WHERE ARE WE NOW?THE SOUTH AFRICAN ‘REPUTATION SCORECARD’ POST 2010                     POSITIVES           ...
SOUTH AFRICA- WHERE ARE WE NOW?THE SOUTH AFRICAN ‘REPUTATION SCORECARD’ POST 2010                                         ...
SOUTH AFRICA– HOW DO WE GET THE MOMENTUM BACK ?          VISION 2030:                11-11-2011
SOUTH AFRICA- WHERE TO FROM HERE?         South African Scenarios                                          IMD            ...
SOUTH AFRICA- WHERE TO FROM HERE?                   SCENARIO 1             SCENARIO 2            SCENARIO 3               ...
SOUTH AFRICA- WHERE TO FROM HERE?                          Key Indicators1. NATIONALISATION: viewed by the world as a retr...
BRAND SOUTH AFRICATHE 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
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Intervate Cape Town - Web Experience Event - 25th October - Paul Bannister on Brand SA

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Paul Bannister presented the key note at Intervate's Cape Town Web Experience event. Paul's slides can be seen and downloaded here, but the experience is really only complete in person.

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Intervate Cape Town - Web Experience Event - 25th October - Paul Bannister on Brand SA

  1. 1. BRAND SOUTH AFRICATHE FUTURE OF BRAND SOUTH AFRICA WHY IT MATTERS AND WHAT NEXT ? 25TH OCTOBER 2011 INTERVATE – CAPE TOWN
  2. 2. Why have Brands ? Sheer Driving Pleasure
  3. 3. Nations as Brands
  4. 4. Why Manage the Reputation of Nations ? In an increasingly competitive world…
  5. 5. Why Manage the Reputation of Nations ? Manage your reputation or someone else will ...the Media !
  6. 6. Why Manage the Reputation of Nations ?
  7. 7. Why Manage the Reputation of Nations ?
  8. 8. Why Manage the Reputation of Nations ?
  9. 9. Why Manage the Reputation of Nations? Build Confidence & Pride Direct Job Creation Investment Increase Tourism Productivity REPUTATION MANAGEMENT Skills Development, Inspirational Attraction & Vision Retention Increase Economic Competitiven Growth ess
  10. 10. Why Manage the Reputation of Nations? GLOBAL INDICES WORLD ECONOMIC NATION BRAND ECONOMIC IMD INDEX FREEDOM OF THE INDEX 2011 FORUM 2011 (2010) WORLD (2010) 2011 (2010) 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
  11. 11. HOW NATIONS MANAGE THEIR REPUTATIONS?
  12. 12. Brazil – Icons, Events, Leadership, BRIC
  13. 13. India – Scale, BRIC, Culture and Diaspora
  14. 14. Chile – Leveraging Mining Disaster – A ‘Can Do’ Nation
  15. 15. Rwanda – Genocide to the Dubai of Africa
  16. 16. South Africa - Leveraging Defining Moments
  17. 17. 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
  18. 18. South Africa - Leveraging Defining Moments 27 April 1994
  19. 19. South Africa - Leveraging Defining MomentsThe Rainbow Nation
  20. 20. South Africa - Leveraging Defining Moments 1995 : Rugby World Cup
  21. 21. South Africa - The Fading Rainbow
  22. 22. South Africa - Creative Communications s )
  23. 23. South Africa - The Nation’s Brand Journey The Nation Brand’s Journey International MarketingRainbow Fading Council 2010 20-Years Vision Nation Rainbow (BRAND SA) World Cup Vision SA Democracy 2030 1994 1998 2002 2010 2011 2014 2030 Peaceful Growth Millennium World North Rising FirstDemocracy Attention Star Star Division (springboard)
  24. 24. South Africa - The Second Defining Moment
  25. 25. South Africa - The Second Defining MomentDESTINATION OR SPRINGBOARD ?
  26. 26. South Africa - World Cup Achievements 31 CRIME –FREE MANAGED MAGNIFICENT DAYS THE (20 000) STADIUMS MEDIA THE WORLD MOBILISED WAS THE NATION IMPRESSED309 000 ALIGNEDVISITORS STAKEHOLDERSR 3.64BILLION) DELIVERED ONUPGRADED FIFA’SINFRASTRUCTURE GUARANTEES(R 25 Billion) 30 BILLION BAFANA GLOBAL TV BAFANA WE DELIVERED VIEWERS PERFORMED A WORLD-CLASS SOUTH AFRICAN WORLD CUP
  27. 27. South Africa - Beyond 2010MobilisationAlignment 2010Intelligence MILESTONE Defining Moment Brand South Africa “THE NEXT BIG THING” Proof of Potential (within Vision 2030)Preparation2009 2010 2011 2012
  28. 28. South Africa - Beyond 2010POSITIONING VALUE PROPOSITION
  29. 29. South Africa - Beyond 2010 INTERNAL EXTERNAL Proposition ‘The Next SA ValueMobilise SouthAfrica to defineSouth Africanness Big Thing’
  30. 30. South Africa - The Need for Reputation Management
  31. 31. SOUTH AFRICA- WHERE ARE WE NOW?THE SOUTH AFRICAN ‘REPUTATION SCORECARD’ POST 2010 POSITIVES NEGATIVESWEF COMPETITIVENESS POSITION UP FROM 54 TO 50 of IMD COMPETITIVE RATING 44 TO 52 (OF 59)142 (BUT WAS 45 IN 2009)ARMS DEAL COMMISSION ANNOUNCED (BUT DO WE ACCESS TO INFORMATION BILL STILL UNRESOLVEDBELIEVE IN ITS INTEGRITY?)CRIME STATISTICS DOWN (BUT TOO LITTLE DETAIL) MISMANAGEMENT OF DALAI LAMA VISAFINANCIAL INSTITUTIONS RESILIENCE/ SOUNDNESS OF SA’S VOTING POLICY ON KEY HUMAN RIGHTS (E.G. SYRIA)BANKSBUSINESS SCHOOLS PERFORMANCE IN WEF NO ACTION AGAINST ‘DISGRACED’ MINISTERS (SHICEKA,COMPETIVENESS INDEX (13/142) CELE)KING III/ COMPANIES ACT INTRODUCED (ALBEIT WITH GOVERNMENT PROPERTY LEASES- GOVERNMENTSOME DELAYS) INTRANSIGENCEINCLUSION INTO BRICS (BUT NOT ACKNOWLEDGED BY JIM POLICY UNCERTAINTY RE: NATIONALISATIONO NEIL- INVENTOR)SUCCESS OF SA COMPANIES IN AFRICA (MTN, SHOPRITE, PROTRACTED MALEMA DISCIPLINARY HEARINGSSAB MILLER)HOSTING OF THE CLIMATE CHANGE CONFERENCE IN WALMART INTERVENTION BY GOVERNMENTDURBAN IN 2011HOSTED THE INTERNATIONAL OLYMPIC COMMITTEE BAFANA’S IGNOMINIOUS EXIT FROM THE AFCONGLOBAL CONFERENCE IN DURBAN (WELCOME A BID FROM QUALIFIERSAFRICA)
  32. 32. SOUTH AFRICA- WHERE ARE WE NOW?THE SOUTH AFRICAN ‘REPUTATION SCORECARD’ POST 2010 NEGATIVES:PRODUCER DRIVEN INFLATION RISING (ENERGY, FUEL PRICES)ANC FUNDING AND CHANCELLOR HOUSECRICKET SOUTH AFRICA (AND MOST OTHER SPORTS ADMINISTRATIONS)NO BID FOR 2020 OLYMPICS DESPITE IOC ENCOURAGEMENT AND MINISTER’S SUPPORTFDI AND M+A ACTIVITIES DOWNTOLL ROADS MISMANAGEMENT/ MISCOMMUNICATIONEDUCATION DEPARTMENT UNDERPERFORMANCE/ SHORTCOMINGSRESTRICTIVE LABOUR LAWS DISCOURAGE JOB CREATION: NO MEANINGFUL EMPLOYMENT CREATION-UNEMPLOYMENTLIFE EXPECTANCY 51 YEARS. PLACES SA IN 130 TH POSITION OF 142 IN WEFHEALTH/ PRIMARY EDUCATION PERFORMANCE IN WEF (131/142)CRIME AND CORRUPTION (BUSINESS COST OF CRIME/ VIOLENCE (136/142)SHORTAGE OF ENGINEERS, SCIENTISTS, ARTISANS
  33. 33. SOUTH AFRICA– HOW DO WE GET THE MOMENTUM BACK ? VISION 2030: 11-11-2011
  34. 34. SOUTH AFRICA- WHERE TO FROM HERE? South African Scenarios IMD (59 NATIONS)AFGHANISTAN SOMALI PROMOTION LIBYA CANDIDATES: MYANMAR NIGERIA MAURITIUS ZIMBABWE
  35. 35. SOUTH AFRICA- WHERE TO FROM HERE? SCENARIO 1 SCENARIO 2 SCENARIO 3 SOUTH AFRICA UPS SOUTH AFRICA GETS ITS GAME AND RELEGATED TO THE SOUTH AFRICA CONSOLIDATES ADESCRIPTION 2ND DIVISION AND IS IMPLODES INTO A POSITION IN THE TOP REPLACED BY NIGERIA FAILED STATE 30 (A BRAND SA IN THE PREMIERSHIP TARGET FOR 2020) •POWERHOUSE OF •BRICS CREDIBILITY? AFRICA •TAX REVENUES •ARAB SPRING COMES •UNITED STATES OF DOWN TO SA SOUTHERN AFRICA •FDI DOWN •DOMESTIC VIOLENCEIMPLICATION •ECONOMIC GROWTH •RISK PROFILE •NATIONALISATION •JOB CREATION DOWNGRADE •LAND GRABS •LEADERSHIP INSPIRES •BUDGET SHORTFALL •EMIGRATION •VISION 2030 •TOURISM SURVIVES INSPIRES Probability 50% (60%) 40% (30%) 10% (10%)
  36. 36. SOUTH AFRICA- WHERE TO FROM HERE? Key Indicators1. NATIONALISATION: viewed by the world as a retrogressive step2. NATIONAL HEALTH INSURANCE: clumsy implementation, decline in private care and emigration of talent/ skills3. MEDIA TRIBUNAL WITH PUNITIVE POWERS: freedom of speech is a cornerstone of Brand SA4. LANDS GRABS: the Zimbabwean REALITY5. LEADERSHIP: United, inspirational leaders that are visionary and accountable6. POCKETS OF EXCELLENCE: increase or decrease e.g.. SARS, Model C schools7. 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 flourishing8. CONVENING OF AN ECONOMIC CODESSA: are we ready for this?9. LABOUR PRACTICE RESTRICTIONS: reduced/ increased10. STRONG PAN AFRICAN TRADING FOCUS11. 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 VISION14. CRIME AND CORRUPTION: exposed and addressed?15. THE USE OF THE EXPRESSION ‘THE RULING PARTY’ VERSUS THE GOVERNMENT OF SOUTH AFRICA16. REFER TO SOUTH AFRICANS NOT DEMOGRAPHIC/ ETHNIC/ RACE GROUPS17. DEFINE SOUTH AFRICANESS- IN TERMS OF VALUE AND BEHAVIOURS
  37. 37. BRAND SOUTH AFRICATHE FUTURE OF BRAND SOUTH AFRICA WHY IT MATTERS AND WHAT NEXT ?
  38. 38. BRAND SOUTH AFRICA“Be the change you want to see in the world” -Gandhi
  39. 39. THANK YOU

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